The billion-dollar, cutting-edge science of convincing dogs and cats to eat what’s in front of them.

Decisions, Decisions
Decisions, Decisions Sam Kaplan

[Visit PopularScience.com Thursday, March 28, at noon EST for a live chat with Mary Roach. She'll answer all your questions about kibble chemistry, her new book Gulp, and more.]

Despite the cryptic name and anonymous office-park architecture, the nature of the enterprise located at AFB International is clear the moment you sit down for a meeting. The conference room smells like kibble. One wall, entirely glass, looks onto a small-scale kibble-extrusion plant where men and women in lab coats and blue sanitary shoe covers tootle here and there pushing metal carts. AFB makes flavor coatings for dry pet foods. To test the coatings, the company needs to make small batches of plain kibble to put them on. The coated kibbles are then served to consumers: Spanky, Thomas, Skipper, Porkchop, Mohammid, Elvis, Sandi, Bela, Yankee, Fergie, Murphy, Limburger, and some 300 other dogs and cats that reside at the company’s Palatability Assessment Resource Center (PARC), about an hour’s drive from its St. Louis–area headquarters.

AFB’s vice president at the time, Pat Moeller, a few other staff members, and I are seated around an oval table. Moeller is middle-aged, likable, and plainspoken. He has a small mouth with naturally deep-red lips and a pronounced Cupid’s bow, but it would be inaccurate to say he has a feminine appearance. Rather, he has the look of an Army man, which he was when he helped develop foods for NASA’s Apollo program. The fundamental challenge of the pet food professional, Moeller is saying, is to balance the wants and needs of pets with those of their owners. The two are often at odds.

Dry, cereal-based pet foods caught on during World War II, when tin rationing put a stop to canning. Owners were delighted. Dry pet food was less messy and stinky and more convenient. As a satisfied Spratt’s Patent Cat Food customer of yesteryear put it, the little biscuits were “both handy and cleanly.”

To meet nutritional requirements, pet food manufacturers blend animal fats and meals with soy and wheat grains and vitamins and minerals. This yields a cheap, nutritious pellet that no one wants to eat. Cats and dogs are not grain eaters by choice, Moeller is saying. “So our task is to find ways to entice them to eat enough for it to be nutritionally sufficient.”

Pet foods come in a variety of flavors because that’s what humans like, and we assume pets like what we like. We’re wrong.

This is where “palatants” enter the scene. AFB designs powdered flavor coatings for the edible extruded shapes. Moeller came to AFB from Frito-Lay, where his job was to design, well, powdered flavor coatings for edible extruded shapes. “There are,” he says, “a lot of parallels.” Cheetos without the powdered coating have almost no flavor. Likewise, the sauces in processed convenience meals are basically palatants for humans. The cooking process for the chicken in a microwaveable entrée imparts a mild to nonexistent flavor. The flavor comes almost entirely from the sauce—by design. Says Moeller, “You want a common base that you can put two or three or more different sauces on and have a full product line.”

Pet foods come in a variety of flavors because that’s what humans like, and we assume our pets like what we like. We’re wrong. “For cats especially,” Moeller says, “change is often more difficult than monotony.”

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9 Comments

Kibble: Never A Good Option

www.dogsnaturallymagazine.com/kibble-never-a-good-option/

Sigh, this article is harolding "better" kibble based off more meat products. Auroria's article is based off cheaper cardboard-ish kibble. Both are biased. If your dog is happy and healthy, who cares?

Must be doing something wrong, I've fed all of my dogs kibble, and not the expensive, organic, scientific stuff either. They have lived long, healthy lives. Healthy enough that when I have to change vets, they always comment on my pets' condition and say, "You must be feeding them the expensive, organic, scientific stuff!" "No, no, and nope."

Thanks for the fascinating article. I laughed out loud a couple of times.

While “The Chemistry of Kibble” [April, 2013] provided an interesting insight into what most pet food manufacturers try to do to make their food palatable. The article states that pet foods are mixed with “soy and wheat grains… [and that] cats and dogs are not grain eaters.” I think it is worth noting that there are plenty of pet foods available that are grain-free that do not require tricks to “entice [pets] to eat enough for it to be nutritionally sufficient.”

One wonders where Spanky, Thomas, Skipper, Porkchop, Mohammid, Elvis, Sandi, Bela, Yankee, Fergie, Murphy, Limburger, and some 300 other dogs and cats came from before they 'resided' in a lab cage at this facility and where they'll go once the lab is finished with them. There are plenty of good kibble manufacturers who make high quality food without using lab animals to taste-test. Given the ultimate consumers are pets at home, it makes more sense to taste test to pooches with the diet and lifestyle of a pet, rather than lab animal.

This is an unnecessary article glorifying an extremely unnecessary 'science' industry created not for pet health or welfare, but simply profit.

Absolute garbage. Why must everything have some freekin' chemical to cover up the fact that it's made with more chemicals and processed crap? I like Doritos, but I'm not going to live on them no matter how tasty they are.

First off, the first ingredient of these cheap kibble recipes is corn meal, wheat is way down the list, and K9's cannot digest cornmeal. It requires feeding them twice as much kibble to get the benificial protein that they need at the risk of overloading them on the carbohydrates that they do not need, which not only is bad for them and causes weight gain, but also much higher rates of digestive and health issues along with shortend life spans and quality of life in their later years. Cheap kibble is also way more expensive in reality because you do feed twice as much as you would with premium foods that are not quite double the price. If you feed a 90lb. dog 3 cups of cheap kibble twice a day along with canned food, you could do the same job with just 2 cups of premium kibble twice a day with no canned food at all. Premium kibble is almost all protein, this is the fuel K9's require for a long vibrant life. Not to mention that they leave alot less waste to clean up and are way less gassy.

All of our rescues have come in overweight and lethargic compared to their healthy counterparts, even at 4 and 5 years old they acted closer to 10 in vitality, 2 months of premium and not only do they lose weight dramatically, they regain their vibrance and playfullness, coats improve and problem health issues diminish add to the overall reduction in the cost of caring for your best friend.

Sure, you can go cheap, but your buddy will die sooner and the last years of his life will suck compared to a life of proper nutrition. Not one K9 trainer will ever recommend a cheap kibble brand, even iams has corn meal in it. TIP: if you see a comercial for it, it's garbage, if it's sold in a grocery store, it's garbage. Pet store and feed houses are where you find what you need, they rarely carry grain based food. If you see corn anywhere in the ingredient list, move on. Try it for a couple of months, you will see the difference and you will spend less over time. The only downside is that your dog will be more energetic.

I can change my cats' food any time I want, as long as the new stuff costs more than the old stuff. The problem is, I can never reverse the process.

I thoroughly enjoyed this article and its insights. I turned away from kibble long ago and I'm glad that I did.


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April 2013: How It Works

For our annual How It Works issue, we break down everything from the massive Falcon Heavy rocket to a tiny DNA sequencer that connects to a USB port. We also take a look at an ambitious plan for faster-than-light travel and dive into the billion-dollar science of dog food.

Plus the latest Legos, Cadillac's plug-in hybrid, a tractor built for the apocalypse, and more.


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