NASC Quality Seal Extended to Treats & Large Format Chewables

The mission of the National Animal Supplement Council (NASC) is twofold: to promote the health and well-being of companion animals and horses that are given animal health supplements by their owners, and to protect and enhance the animal health supplement industry. This mission has recently taken a significant leap forward, with the NASC expanding its quality standards for treats and large format chewables.

“Our goal with this new program is to help bring the same level of trust, transparency and quality assurance to treats and large format chewables that already exists for pet health and nutritional supplements,” explains Bill Bookout, NASC president. “For retailers, this means greater confidence in the products on their shelves, better protection from regulatory risk, and a real opportunity to meet growing consumer demand for responsibly made treats and large format chewables. The program raises the bar for the entire industry – and helps our retail partners stand out for stocking products they have confidence in recommending.”

The timing for this new program comes at a critical juncture, as the treats market represents a significant opportunity – and challenge – for independent pet retailers. Valued at $12-$14 billion, the treats sector is four times larger than the traditional supplement market.

“Treats are one of the most dynamic segments in the pet industry, but they come with regulatory challenges,” says Katie Brenner, NASC Senior Compliance Officer. “By extending our proven quality and compliance programs to this space, NASC is supporting responsible innovation within this exploding segment, while giving consumers and retailers confidence in the products they choose.”

Within the category, products called “functional treats” have emerged as a particularly dynamic segment, offering everything from calming support to joint health benefits in convenient, palatable forms that pets love.

However, the term “treats” is a food term, and therefore establishes the regulatory pathway for these products as “food.” Functional treats create an issue, as the intended use and ingredients make it impossible for some products to comply with both state and federal regulatory requirements.

The problem, as NASC explains, is that unlike traditional animal supplements, functional treats are often larger than products typically classified as health supplements. At the same time, they contain non-nutritional ingredients that are not approved for inclusion in pet food and/or ingredients that are included for benefits outside the approved purposes in treats (food) and are intended to be given occasionally as rewards, for enjoyment or as training aids.

This creates the same type of industry confusion that prompted the formation of NASC in 2001, when 18 companies identified a responsible solution that would benefit all stakeholders in the animal supplements arena.

“Functional treats have created real confusion for retailers trying to do the right thing,” Bookout says. “Just as NASC established a responsible path forward for animal health and nutritional supplements nearly 25 years ago, this program brings structure and oversight to this space.”

NASC’s new program not only extends the organization’s proven audit and certification process to treats, but also covers larger format products containing ingredients like herbs, glucosamine, MSM, melatonin, SAMe, milk thistle, immune-supporting mushrooms and hundreds of other ingredients currently marketed in “health supplements.” These are the same ingredients found in traditional health supplements but delivered in larger, palatable formats.

Products bearing the NASC Quality Seal go through a rigorous auditing process to ensure the ingredients and manufacturing processes meet established standards, maximizing the probability of positive animal response and customer satisfaction. Products with the seal also provide economic protection by helping to eliminate the risk of stop-sale notices on adulterated or misbranded products.

“When pet owners see consistent results from high-quality products, they will be more likely to return and explore additional offerings – boosting both loyalty and revenue across the store,” Bookout goes on to say.

NASC reports that the program details for implementation are already underway. Current NASC members who have already undergone the organization’s comprehensive audit process may see treats with the Quality Seal appearing relatively soon. New companies entering the program will need to qualify to join NASC and complete the standard audit process.

NASC is a collective of over 450 member companies with a shared vision for a system of transparency, collaboration and the implementation of best practices. In its nearly 25 years, it has helped improve the lives of millions of animals given supplements by their caretakers. As the treats and large format chewables program develops, retailers can expect additional details and implementation guidance.

(Photo courtesy NASC)