New 'PURR Act' Overhauls Pet Food Rules: Streamlines Ingredient Approval, Limits State Labeling Laws

The Pet Food Uniform Regulatory Reform Act of 2025, or "PURR Act," aims to create a single, national framework for regulating pet food. It's a big shift from the current patchwork of state and federal rules, promising to streamline how new ingredients get approved and standardize what you see on pet food labels. The stated goals? Faster innovation, more consistent products, and a clearer marketplace for pet owners.

Fast Track for New Ingredients

The core of the PURR Act is a fast-tracked approval process for new pet food ingredients. The bill designates ingredients listed in the 2024 AAFCO Official Publication as "generally recognized as safe" (GRAS) (SEC. 3). The FDA has to review new ingredient submissions within 90 days (SEC. 3), which is significantly quicker than the current process. For example, if a company wants to introduce a new type of protein source, like insect meal, the review process is designed to be much faster, potentially leading to more diverse food options for your furry friend.

Labeling Leash: States Lose Control

One of the most significant changes is that states will no longer be able to set their own rules for pet food labels, labeling, and advertising (SEC. 3). This means no more California-specific or Maine-specific labels with extra information or warnings. Instead, everything will be standardized at the federal level. While this might make things simpler for manufacturers, it could also mean less information tailored to local concerns or preferences. For example, if a state wanted to require labeling of specific sourcing practices, that would be prohibited under this law.

"Human Grade" and "Natural": Buyer Beware?

The bill also tackles marketing claims. It allows "human grade" claims, but only if all ingredients and the final product meet human food standards and are made in human food facilities (SEC. 3). The label also has to clearly say it's for pets. The bill also defines "natural," but with some wiggle room, allowing for processing as long as it's not chemically synthesized. However, if synthetic vitamins or minerals are added, that has to be disclosed (SEC. 3). There is also an allowance for pet food labels to state that certain ingredients (fats, oils, flavors, or grains) are "sometimes present." (SEC. 3) This could get tricky – a consumer might see "chicken" listed but not realize it's only sometimes in the bag, potentially leading to inconsistent nutrition for their pet.

Who's in Charge?

The PURR Act puts the FDA's Center for Veterinary Medicine (CVM) squarely in charge (SEC. 4). The CVM Director will oversee ingredient reviews, issue guidance, and report annually to Congress on performance metrics. The bill also heavily relies on standards set by the Association of American Feed Control Officials (AAFCO) (SEC. 3 & 5), a non-governmental organization. While AAFCO has expertise, it's worth noting that they are an industry association, and relying heavily on their standards could raise questions about whether consumer interests are fully prioritized. The Secretary of Health and Human Services, through the FDA, will propose the regulations within one year and finalize them within two. (SEC. 5)

Challenges in implementation

While the bill mandates that the Secretary issue guidance on topics like nutritional adequacy, energy protocols, testing protocols, calorie content, acceptable analytical variations, and the use of menadione sodium bisulfite complex (MSBC) in animal feed, based on the 2024 AAFCO Official Publication, within 18 months of the law's enactment (SEC. 3), the reliance on AAFCO standards for such crucial aspects of pet food regulation might lead to challenges. Independent scientific findings might sometimes conflict with AAFCO's guidelines, potentially creating situations where the FDA is bound by standards that aren't fully aligned with the latest research or best practices for animal health.