Nature’s secret ingredient for sensitive pets. Rice starch, a clean label solution. The right ingredients and careful dietary choices can help increase the life span, vitality and overall health of pets. Recipes that contain a selection of nature’s best solutions help achieve a happy and healthy pet life. Pet owners are increasingly aware of what is on their pet's menu. With a rise in demand for natural formulations and recognisable on-pack communication, more manufacturers are looking for premium, clean label ingredients. Next to the natural origin of ingredients, also digestibility is top of mind. Over 90% of pet owners globally say that the likelihood of buying pet food increases if that product can be identified as easy to digest. Rice is considered natural and the most easily digestible grain. It's nature's secret solution for clean label nutrition that is suitable for the most sensitive pets. More than 3 in 4 pet owners look owners consider the ingredient list for pet food containing less or no agreed that they expect the same quality always or at least usually when ingredients they dislike, such as standards from the food they choose for artificial colours and flavourings. their pets as for their own food. *Source: BENEO’s Consumer Research on Attitudes towards Pet Food in US, Brazil, UK, Germany & China (N=5*500), 2

Rice Starch - The key to success in wet pet food Clean label and premium. Pure carbohydrate source. Pet food that is natural and healthy is a key purchase driver: 90% Rice starch is an ideal ingredient for young and sensitive pets, of pet owners believe using natural ingredients makes pet food such as those that are in need of a hypoallergenic diet. It is a pure seem healthier. When referring to their perception of rice starch carbohydrate and an excellent source of energy that is highly and over half of pet owners feel that it sounds natural, and therefore fully digestible thanks to the small...