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Our cat was sick for weeks. Nobody could tell us why.

Poppy's story

Poppy is a ragdoll with severe stomach issues. Every test came back inconclusive. The vet's next step was exploratory surgery. We weren't ready to go there yet.

So we started digging ourselves. Tracked every ingredient, read the actual veterinary research, called manufacturers and asked them questions they clearly weren't used to hearing. Methodically tested foods until we found what worked.

Poppy, our ragdoll cat, sitting on the kitchen counter

It shouldn't have been that hard.

The global pet food market was valued at nearly $135 billion in 2023, with thousands of companies competing for attention. But most pet parents make food decisions based on packaging, marketing language, or whatever a store employee recommends.

An AAHA compliance study found that the vast majority of pet owners wanted nutritional recommendations from their vet, yet only a small fraction felt they actually received one. The information that actually matters (manufacturer practices, nutritional adequacy, ingredient fit for a specific pet) was scattered, buried, or unavailable.

We realized: the tool we needed didn't exist. So we built it.

We didn't start KibbleLab because we love pet food. We started it because our cat was suffering and we couldn't get a straight answer.

KibbleLab founders
Poppy relaxing at home

Evidence over trends. Coaching, not prescribing. Every pet is different.

Grain-free isn't inherently better. By-products aren't inherently bad. “Natural” doesn't mean what most people think. We follow the science, even when it contradicts popular opinion.

We don't tell you what to feed your pet. We help you understand the options so you can make an informed decision. We don't recommend “the best food.” We recommend the best fit for your specific pet.

Read KibbleLab Explains

Built on veterinary nutrition science, not trends.

Our recommendations follow frameworks aligned with published veterinary nutrition science. Our content is written by NAVC-certified pet nutrition coaches and reflects published guidelines, not trends or personal opinion.

We use the WSAVA manufacturer evaluation criteria, AAFCO nutritional standards, and peer-reviewed research as our backbone.

  • WSAVA Guidelines
  • AAFCO Standards
  • NAVC-Certified Coaches
  • Merck Veterinary Manual

Independent by design.

We collect and standardize nutritional data across 6,000+ pet foods. Then we match that data to your pet's specific needs (life stage, sensitivities, health goals) so you get a recommendation grounded in evidence, not marketing.

Two questions. Thirty seconds. A clear answer you can trust.

Find Your Food
Izabela Austin

Co-founders, KibbleLab

& Poppy, chief taste tester