Our Beliefs

Our Beliefs

Life-long Health Starts with OPTINUTRITION

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 pets’s wellbeing is a caring and committed owner. Because of this, the best way we can help your pet is by sharing both our nutritional and care expertise with you, the owner.

  1. 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.

  1. 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.

  1. 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.

  1. 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.

  1. 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.