Abracadabra: The Illusion of “Special” Pet Foods

Christian Pace
Jan 20
3 min read

Don’t pay extra for a label that’s doing more work than the formula.

Your pet’s diet should change as they grow — species, health status, and life stage all matter. Some animals genuinely need specialised diets to avoid allergens or manage medical conditions, but they all grow through their own version of childhood.

Somewhere between “appropriate nutrition” and “premium puppy pâté,” a question pops up:

How special is “special food,” really?

Spoiler: not as special as the label wants you to think. Not always, anyway.

What Those Labels Actually Mean

In the EU, there is no official definition for terms like:

“low fat”
“low phosphorus”
“urinary”
“renal”
“sensitive”
“hypoallergenic”
“puppy/kitten specific”

These aren’t regulated categories.

They’re… creative writing.

Manufacturers can use these terms as long as they don’t mislead consumers under general feed law. There’s no required nutrient range behind them.

No “low phosphorus must be below X%.”

No “kitten food must contain Y.”

Just vibes.

But What About EU Regulations?

You’d think Regulation (EU) 2019/6 or other veterinary rules would clamp down on this.

They don’t.

To qualify as “dietetic feed,” a product only needs to state:

· a specific nutritional purpose

· a target species

· some mandatory labelling

That’s it.

No nutrient thresholds.

No strict definitions.

The science exists — but nobody is reading peer‑reviewed nutrition papers in the pet‑food aisle while holding a bag of kibble and wondering why the “urinary” version costs €6 more. Preferably, you should obtain your veterinary diets from reputable veterinary clinics or pharmacies who vet their feeds and can assist you.

FEDIAF offers guidance, but it’s voluntary.

Voluntary, like going to the gym in January.

Where the Illusion Happens

Because the EU doesn’t define nutrient thresholds, a manufacturer can:

change the label
tweak the wording
keep the formula almost identical
and charge more

It’s not illegal.

It’s just… convenient for the greedy.

This is the illusion at the heart of the issue: the “specialness” sometimes lives on the packaging, not in the recipe.

I could name and shame but then how will you learn to avoid the ones I don’t know about?

What You Can Actually Do

When choosing food for your pet:

· read the ingredient list

· compare the nutritional analysis to the adult/alternative

· ignore the sparkly adjectives

· trust the numbers, not the marketing

· ask your vet for guidance

Don’t pay extra for a label that’s doing more work than the formula.

Why This Matters Even More for Puppies and Kittens

For pets with dietary restrictions or sensitivities, specialised formulations can be essential. But every animal goes through infancy — and that period is a once‑in‑a‑lifetime window to set them up for healthy development.

It’s also a window where manufacturers know you’re vulnerable, eager to “do the right thing,” and willing to pay more. A perfect storm for label‑based trickery.

(And i won’t even get into how a nutritionally incomplete diet during growth can increase the likelihood that the animal will need specialised diets later in life because it's already getting long)

So here are the basics you should look for when feeding a puppy or kitten:

Calcium & Phosphorus

Pregnant cats/dogs, puppies, and kittens need more calcium and phosphorus than adults because they’re literally building skeletons from scratch.

Calcium supports bone mineralisation
Phosphorus works alongside calcium in a precise ratio
Too little or too much can cause developmental issues, especially in large‑breed puppies

This is real biology — not marketing.

DHA (Docosahexaenoic Acid)

DHA is a long‑chain omega‑3 fatty acid essential for: