AUSTIN, Texas–(BUSINESS WIRE)–Pet Honesty®, the science-driven pet health and wellness brand, has announced the launch of The Honest Difference®, a brand promise rooted in the responsibility inherent in its name. Recognizing that pet parents are often overwhelmed by complex claims and navigating a crowded market, Pet Honesty is doubling down on its commitment to provide the rigorous scientific validation, testing, and clean ingredients required to deliver real, noticeable results for pets. This core promise serves as a clear standard of care, ensuring that the hard work of vetting efficacy and safety is already done so pet parents can focus on what matters most: the health and happiness of their dogs and cats. As an extension of this dedication, Pet Honesty will donate $1 million in product over the next two years to support dogs and cats in need. This initiative reflects the brand’s belief that every pet deserves access to high-quality care, not just those in the homes of its customers, so more pets can live happier, healthier years.
The pet wellness category is booming; but many pet parents are often confused about what’s actually inside and if it really works. Many supplement brands compete on packaging and marketing language, not on what’s actually inside the jar.
“Honesty is in our name, it’s a promise of transparency that we take very seriously,” said Rich Greenberg, Chief Executive Officer. “Our consumers trust that when they choose Pet Honesty, they are getting products that are formulated to work and that their pets will love. This is the foundation of The Honest Difference. We’ve done the heavy lifting—from rigorous testing to uncompromising ingredient selection—to ensure that the results are real and the science is validated. We do the hard work, so pet parents can focus on enjoying happier, healthier years with their pets.”
The Honest Difference® is not a tagline. It is a brand promise that consumers can trust and a set of non-negotiables that act as the foundation for every product Pet Honesty makes. It centers on three absolutes that define a higher standard:
- Clean ingredients free from hidden fillers: Pet Honesty prioritizes formulation integrity by excluding common fillers—such as corn, wheat, soy, cellulose, and palm oil—and all artificial flavors and colors. Our dog chews are built on the proprietary, exclusive Pure Vitality Blend, a functional base of 12 all-natural staples like pumpkin and sweet potato that support digestive and immune health. This foundation is further enhanced with clinically studied actives including Green Lipped Mussel for joint support, Calcium Fructoborate (FruiteX-B®) for bone and joint health, oral health postbiotics (L. plantarum), and spore-form probiotics (B. subtilis) for digestive support.
- Rigorous scientific formula validation: Pet Honesty utilizes a multi-phase validation process designed to ensure every formula achieves a high standard of efficacy. This framework includes consistent testing of products post production to ensure that ingredient dosages on the label match what is inside the product. To bridge the gap between theory and real-world results, the brand conducts independent, third-party in-home use studies to measure how products perform in the actual environments where pets live. This approach is supported by the Pet Honesty Science and Health Advisory Council, a specialized team of veterinarians and pet health experts in nutrition, and clinical practice who help ensure that every product meets the brand’s uncompromising requirements for quality.
- Products pets actually love: Efficacy means nothing if the product sits untouched. Pet Honesty’s acceptability and palatability protocols go beyond what any regulatory standard requires, because a supplement that a pet refuses is a supplement that doesn’t work.
This high standard is woven into every product Pet Honesty brings to market, transforming the level of transparency and science required to deliver real solutions in pet supplements. From redefining the daily supplement category with the 10-in-1 Multivitamin to advancing pet oral care with patent-pending dental powder and all-natural dental treats with its recent launch of Brush Buddies, the brand consistently prioritizes efficacy over ease. This dedication is best exemplified by the dual-texture cat supplement—a breakthrough that took 18 months to perfect. By creating a flavor profile that even the most discerning cats love, Pet Honesty solved the industry-wide hurdle of supplement compliance in cats. These aren’t just line extensions; they are tangible evidence that The Honest Difference® is an operating standard designed to deliver results that pets—and their parents—actually love.
“The Honest Difference isn’t just a campaign, it’s our brand promise,” added Greenberg. “It’s our commitment to do the work and hold ourselves to the highest standard, so pet parents can see the difference in their pets when they buy our products. Consumers deserve products they can trust without having to wonder – and we strive every day to be that brand.”
The Honest Difference® launches nationwide this month with refreshed brand creative across digital marketplaces, social media, retail partners, and streaming TV. In conjunction with this launch, Pet Honesty pledges to donate $1 million in product over the next two years to support the health and wellness of dogs and cats in need. For more information, visit PetHonesty.com.
About Pet Honesty®
Founded in 2018, Pet Honesty® specializes in vet-approved health and wellness products that deliver functional benefits backed by science. Certified by the NASC, Pet Honesty uses clean ingredients free from artificial preservatives, colors, flavors, wheat, soy, or corn. All products are made in a FDA-registered facility in the USA and available at PetHonesty.com, Amazon, Chewy, and select national and specialty retailers including Walmart, Target, Petco, Petsmart, Pet Supplies Plus, Tractor Supply. Follow @PetHonesty on Instagram, Facebook, LinkedIn, and TikTok.
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