Dear "Instinct"...The Food You Show In Your Current "Raw Is Love" Food Is KIBBLE. Can We GROW UP Here? #PETFOOLED
Instinct is one of the first brands on the market pumping major dollars into marketing raw.
In their commercial, they talk about raw food and how "love is raw".
But the food they show isn't a raw food. But the food is marketed at "kibble + raw" which is VERY misleading and actually completely wrong. It should read "kibble + freeze dried". That's what it is.
It's mainly a kibble food.
Don't Be Fooled
We shouldn't have to write this. Companies should be mature enough to not do such a thing and consumers should be educated enough to not be fooled by this type of marketing.
So until that day comes, we will keep talking.
Inctinct "Raw Boost" Isn't RAW!
There's NO raw food in Inctinct "raw boost" foods. There's freeze dried bits in the food.
So why are they marketing this as Raw?
They may get unknowing consumers to buy their food if it's marketed as "better" food.
Consumers Want Kibble
A reality is that consumers want kibble food. This is what we've been conditioned to think is "pet food" for dogs and cats.
So they're going for what people want. Higher quality foods with convenience.
Not 100% raw
100% raw means it's not processed and what you're seeing above has went through a freeze drying process, making it a "freeze dried" product. Not "100% raw".
Can we grow up?
From an ethical standpoint, it's quite sad to see a company operate in this manner.
But this is the reality. There's a market here. They're onto that market.
So we will keep questioning and we will keep speaking. All of the issues with sourcing, quality, appropriateness, ethics, and potentially being fooled applies to the raw food industry as well. We're starting to see it more often than ever before.
The Full Commercial