Our Beliefs

Optimal nutrition for an amazing life

Our six core beliefs are what make PRO PLAN® different. They help us develop the best possible food for your pet, and drive us to constantly innovate

1.We Believe That You Play The Key Role
We believe that the most important contributor to a dog’s wellbeing is a caring and committed owner. Because of this, the best way we can help your dog is by sharing both our nutritional and care expertise with you, the owner.

2.We believe In Pushing Boundaries
We never stop exploring new and pioneering ways to help you and your pet. For us, ‘good enough’ isn’t good enough. It’s why we regard the AAFCO (American Association of Feed Control Officials) nutrition profiles as just starting points. We don’t just meet these standards, we surpass them.

3.We Believe you Know Your Pet Better Than Anyone
We recognise you know your pet best. That’s why we conduct extensive consumer research with owners like you. This kind of research revealed that digestive health is one of the most prominent health needs that consumers are looking for help with their dogs, which led us to develop our OPTIDIGEST® product.

4.We Believe In Purposeful Innovation
We direct all our research and development into products that provide scientifically proven benefits. We don’t add things to our products for the sake of it; for example, we don’t use colouring additives as they don’t add to the nutritional content of your pet’s food.

5.We Believe In Supporting You Throughout Your Pet's Life
As pet owners ourselves, we know the lifelong sense of responsibility that comes with pet ownership. That’s why we’re committed to being there for both of you, with products and support tailored for each moment of your pet’s life.

6.We Believe in Going Beyond Nutrition
We recognise that nutrition is just the start when it comes to making your pet’s world amazing. That’s why we’re currently investing in support for owners on topics beyond nutrition, such as how to care for puppies.


Related products

Proplan Puppy Large Breed Dry Dog Formula 

Proplan Puppy Small and Mini Formula

Proplan Performance All Size Dry Dog Formula