Skip to content

6,000+ pet foods rated. Your best match, free in 30 seconds.

Privacy Policy

How we collect, use, and protect your information.

Last updated:

KibbleLab LLC ("KibbleLab," "we," "us," or "our") operates the KibbleLab website and mobile application (collectively, the "Service"). This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you use our Service. By accessing or using KibbleLab, you agree to this Privacy Policy. If you do not agree, do not use the Service.

1. Information We Collect

1.1 Information You Provide

  • Account information: name (optional), email address, and password hash when you create an account.
  • Pet profile data: your pet's name, species, breed(s), age, weight, activity level, current food, dietary sensitivities, health conditions, and medication screening responses.
  • Health and tracking data: weight history, body condition scores, wellness check-ins (energy, mobility, appetite, cognitive status), symptom journals, food transition logs, training/activity session logs, and photographs you upload.
  • Payment information: when you subscribe to KibbleLab+ or purchase the Concierge service, your payment is processed by Stripe, Inc. We receive your subscription status, billing dates, and payment method type (e.g., Visa ending in 1234). We do not receive, store, or have access to your full credit card number, CVV, or bank account details.
  • Communications: information you provide when you contact us for support, submit feedback, or subscribe to our newsletter.

1.2 Information Collected Automatically

  • Usage data: food searches, saved foods, food comparison history, feature interactions, pages viewed, and engagement patterns.
  • Device and technical data: browser type and version, operating system, IP address, general location (country and region level only, derived from IP), device type, screen resolution, referring URL, and session identifiers.
  • Cookies and similar technologies: see Section 7 below.

1.3 Information We Do Not Collect

We do not collect precise geolocation data, biometric identifiers, financial account numbers, government-issued identification numbers, or any information about individuals other than the account holder.

We do not collect any special categories of personal data about you. This includes information about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your human health (as distinct from your pet's health information, which you voluntarily provide), or genetic and biometric data. We do not collect information about criminal convictions or offenses.

2. How We Use Your Information

We use the information we collect for the following purposes:

  • Service delivery: to provide personalized food recommendations, food scores, recall alerts, health tracking features, vet-shareable reports, and other core Service functionality based on your pet's profile.
  • Concierge service: to enable our team to prepare your personalized research report identifying food options that match your pet's profile.
  • Product alerts: to send recall notifications for foods you have saved or that match your pet's profile.
  • Service improvement: to analyze aggregate usage patterns, improve our food matching algorithms, enhance user experience, and develop new features.
  • Communications: to send transactional messages (account confirmations, billing notices, subscription changes), product alerts, and, if you have opted in, newsletter and feature announcement emails.
  • Security and fraud prevention: to detect, investigate, and prevent unauthorized access, abuse, or fraudulent activity.
  • Legal compliance: to comply with applicable laws, regulations, legal processes, or enforceable government requests.

3. What We Never Do

  • We never sell your identifiable personal information or pet data to any third party. We may use, share, sell, or license aggregate, de-identified statistics that cannot reasonably identify you or your pet. We use, share, sell, or license individual de-identified records (de-identified data about a single pet) only if you opt in, and you can withdraw that consent at any time under Privacy & Data settings. See Section 4.
  • We never share your identifiable data with pet food brands, manufacturers, or advertisers.
  • We never use your personal data to promote, rank, or favor specific products or brands in our recommendations.
  • We never use advertising cookies, retargeting pixels, or cross-site behavioral advertising trackers.
  • We never provide your data to data brokers or data aggregation services.

KibbleLab is funded by subscribers, not advertisers. Our editorial and algorithmic independence is foundational to our service. Food recommendations and scores are determined solely by published veterinary nutrition science and manufacturer-provided nutritional data.

4. How We Share Your Information

We share your information only in the following limited circumstances:

  • Service providers: we use third-party vendors who perform services on our behalf, including payment processing (Stripe, Inc.), cloud hosting and data storage, email delivery, customer support tools, and aggregate web analytics (Google LLC, via Google Analytics; see Section 7.1). These vendors are contractually obligated to use your information only to provide their services to us and are bound by confidentiality obligations.
  • Concierge report preparation: if you purchase the Concierge service, your pet profile data and relevant health information are shared with the individual assigned to prepare your research report. All individuals involved in report preparation are bound by confidentiality agreements.
  • De-identified data: we create de-identified data from app activity and pet profiles. It takes two forms, which we treat differently:
    • Aggregate statistics (e.g., "40% of senior dog owners search for joint-support foods") describe groups, not individuals. Aggregate, de-identified information is not "personal information" under the CCPA/CPRA. We may use, share, sell, or license it to partners, including academic, research, and commercial organizations.
    • Individual de-identified records (information about a single pet with all identifiers removed) are used, shared, sold, or licensed only for users who have opted in under Privacy & Data settings. You can withdraw that consent at any time.
    In both cases the data cannot reasonably be used to identify any individual user or pet, and we commit to (a) apply reasonable technical and organizational measures so it cannot reasonably be re-identified; (b) maintain it in de-identified form and not attempt to re-identify it (except to verify that our de-identification process works); and (c) contractually require every recipient to do the same.
  • Legal obligations: we may disclose information if required by law, subpoena, court order, or government regulation, or if we believe in good faith that disclosure is necessary to protect our rights, your safety, the safety of others, or to investigate fraud.
  • Business transfers: in the event of a merger, acquisition, bankruptcy, or sale of all or a portion of our assets, your information may be transferred as part of that transaction. Any successor will be required to honor the commitments in this Privacy Policy and your consent choices, or to obtain your fresh consent. We will notify you of any such change in ownership or control of your personal information.

5. Affiliate Links Disclosure

KibbleLab includes affiliate links to third-party retailers and other partners, and may earn a commission on qualifying purchases or sign-ups made through them, at no additional cost to you. These affiliate relationships never affect our ratings: no company can pay for placement, a higher score, or inclusion in our database, and our entire food database is displayed to all users regardless of affiliate status. When you click an affiliate link, you leave the KibbleLab Service and are subject to that third party's privacy policy and terms.

6. Data Storage, Security, and Retention

6.1 Security

We implement industry-standard administrative, technical, and physical safeguards to protect your information:

  • All data is encrypted in transit using Transport Layer Security (TLS 1.2 or higher).
  • All data is encrypted at rest using AES-256 encryption.
  • Access to personal data is restricted to authorized personnel on a need-to-know basis.
  • We conduct regular security assessments and vulnerability testing.
  • Passwords are stored using industry-standard one-way hashing; we never store plaintext passwords.

No method of electronic storage or internet transmission is 100% secure. While we strive to protect your information, we cannot guarantee absolute security.

6.2 Data Location

Account data and pet profile data are stored on servers located within the United States. By using the Service, you consent to the transfer and storage of your information in the United States.

6.3 Data Retention

  • Active accounts: we retain your information for as long as your account is active and as needed to provide the Service.
  • Deleted accounts: upon account deletion, we delete or de-identify your personal data within 30 days. Certain data may be retained longer where required by law (e.g., billing records for tax compliance) or to resolve disputes.
  • De-identified data: de-identified data that cannot reasonably be used to identify you may be retained indefinitely and used for analytics, research, product development, and service improvement. We may share, sell, or license aggregate, de-identified statistics, and may do the same with individual de-identified records derived from users who have opted in (see Section 4).
  • Backups: deleted data may persist in encrypted backups for up to 90 days, after which it is permanently purged.

7. Cookies and Tracking Technologies

We use two categories of cookies and similar technologies:

Essential cookies, strictly necessary for the Service to function:

  • Authentication cookies: to keep you signed in and maintain your session.
  • Preference cookies: to remember your settings and preferences.

Analytics cookies, used to understand aggregate usage of the Service (see Section 7.1 below).

We do not use advertising cookies, retargeting pixels, social media tracking pixels, or any form of cross-site behavioral advertising. We do not participate in ad networks. We do not sell or share analytics data with advertisers, pet food brands, or data brokers.

7.1 Analytics: Google Analytics

We use Google Analytics, a web analytics service provided by Google LLC ("Google"), to understand how visitors find and use KibbleLab. Google Analytics collects standard web analytics signals from your device (including browser type and version, operating system, device type and screen resolution, approximate location derived from your IP address, referring URL, pages viewed, and on-page engagement events) and sets cookies on your device to attribute repeat visits and sessions. This information is processed by Google and is governed by Google's Privacy Policy.

We use this data to identify which features are useful, which pages confuse users, and where new visitors come from. We do not use it for advertising, remarketing, or audience-building. We do not link Google Analytics data to your KibbleLab account or pet profile data, and we do not combine it with personally identifiable information you have provided to us.

You can opt out of Google Analytics tracking at any time by:

  • Installing the Google Analytics Opt-out Browser Add-on, which prevents the Google Analytics JavaScript from running on any site you visit.
  • Using a browser with built-in tracking protection (e.g., Brave, Firefox in strict mode, Safari) or installing a content blocker that blocks google-analytics.com and googletagmanager.com.
  • Adjusting your browser cookie settings to block analytics cookies.

7.2 Third-Party Cookies from Affiliate Partners

When you click an affiliate link, the third-party retailer or service and/or its affiliate network may set tracking cookies on your device to monitor your interaction with the affiliate link and attribute qualifying purchases or sign-ups. These cookies are set by the third party, not by KibbleLab. We do not control these cookies and do not have access to the data they collect. Using affiliate links does not increase the cost of any product or service to you. Please review the privacy and cookie policies of any third party you visit through our links.

You can disable cookies in your browser settings, but doing so may impair core functionality such as staying signed in, and may prevent affiliate links from functioning correctly.

8. Your Rights and Choices

8.1 All Users

Regardless of where you reside, you have the right to:

  • Access: view and download your personal data and pet profile data at any time through your account settings.
  • Correction: update or correct any inaccurate information in your account or pet profiles.
  • Deletion: request deletion of your account and all associated personal data. We honor deletion requests within 30 days.
  • Data portability: export your data in a standard, machine-readable format (JSON or CSV) upon request.
  • Opt out of marketing: unsubscribe from non-essential email communications at any time using the "unsubscribe" link in any marketing email, or by adjusting your notification preferences in account settings. You cannot opt out of transactional emails (billing, security, and legal notices).
  • Withdraw consent: where processing is based on your consent, you may withdraw that consent at any time.

8.2 California Residents (CCPA/CPRA)

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA):

  • Right to know: you may request disclosure of the categories and specific pieces of personal information we have collected about you, the sources of that information, the business purposes for collection, and the categories of third parties with whom we share it.
  • Right to delete: you may request that we delete personal information we have collected from you, subject to certain exceptions.
  • Right to correct: you may request correction of inaccurate personal information.
  • Right to opt out of sale or sharing: we do not sell your identifiable personal information and do not share it for cross-context behavioral advertising. Aggregate, de-identified information is not "personal information" under the CCPA/CPRA. We may license individual de-identified records, but only for users who opt in (see Section 4); you can withdraw that opt-in, and otherwise direct us not to sell or share your information, at any time using the Do Not Sell or Share My Personal Information link (also in our site footer) or by emailing privacy@kibblelab.com.
  • Right to non-discrimination: we will not discriminate against you for exercising your privacy rights.
  • Authorized agents: you may designate an authorized agent to make privacy requests on your behalf, subject to identity verification.

To exercise any of these rights, email privacy@kibblelab.com. We will verify your identity before processing your request and respond within 45 days as required by law.

8.3 Virginia, Colorado, Connecticut, and Other U.S. State Privacy Laws

Residents of states with comprehensive privacy legislation (including Virginia's VCDPA, Colorado's CPA, and Connecticut's CTDPA) have similar rights to access, correct, delete, and obtain a copy of their personal data, and to opt out of targeted advertising and the sale of personal data. We do not sell your identifiable personal data or engage in targeted advertising. We license individual de-identified records only with your opt-in (see Section 4); to withdraw that or otherwise opt out, use the Do Not Sell or Share My Personal Information link or email privacy@kibblelab.com. To exercise your other rights, email privacy@kibblelab.com.

8.4 European Economic Area, United Kingdom, and Switzerland (GDPR)

If you access the Service from the EEA, UK, or Switzerland, the General Data Protection Regulation (GDPR) and equivalent UK and Swiss data protection laws apply to you. In addition to the rights listed above:

  • Legal bases for processing: we process your data based on (a) your consent; (b) performance of our contract with you (i.e., providing the Service); (c) our legitimate interests in operating and improving the Service; and (d) compliance with legal obligations.
  • Right to restrict processing: you may request that we restrict processing of your personal data under certain circumstances.
  • Right to object: you may object to processing based on legitimate interests.
  • Right to lodge a complaint: you may file a complaint with your local data protection authority.
  • International transfers: where your data is transferred outside the EEA/UK, we rely on Standard Contractual Clauses approved by the European Commission or equivalent transfer mechanisms to ensure adequate protection.

For GDPR-related inquiries, contact privacy@kibblelab.com.

9. Children's Privacy

KibbleLab is not directed at children under 16. We do not knowingly collect personal information from children under 16. If you are under 16, do not create an account or provide any personal information through the Service. If we learn that we have collected personal information from a child under 16 without parental consent, we will delete that information promptly. If you believe a child under 16 has provided us personal information, please contact us at privacy@kibblelab.com.

Parents and guardians may create accounts and manage pet profiles on behalf of their families. The account holder is responsible for all activity conducted under their account.

10. Data Breach Notification

In the event of a data breach that compromises the security, confidentiality, or integrity of your personal information, we will:

  • Notify affected users by email and/or in-app notice without unreasonable delay, and no later than 72 hours after confirmation of the breach where required by applicable law.
  • Notify relevant supervisory authorities as required by applicable law.
  • Provide a description of the breach, the types of data involved, and the steps we are taking to address it.

11. Third-Party Links and Services

The Service may contain links to third-party websites, retailers, and services (including affiliate partners). We are not responsible for the privacy practices of third parties. We encourage you to review the privacy policies of any third-party sites you visit through links on our Service.

12. Do Not Track

Some browsers transmit "Do Not Track" (DNT) signals. There is no industry-wide standard for how websites should respond to DNT, and we do not currently alter site behavior based on the DNT header. We do not engage in cross-site behavioral advertising. To prevent analytics tracking, use one of the opt-out methods described in Section 7.1.

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. If we make material changes, we will notify you by email (sent to the address associated with your account) and/or by placing a prominent notice on our Service at least 30 days prior to the changes taking effect. The "Last updated" date at the top of this page indicates when the policy was most recently revised. Your continued use of the Service after the effective date of any changes constitutes your acceptance of the updated Privacy Policy.

14. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, contact us at:

KibbleLab LLC
Email: privacy@kibblelab.com
General inquiries: hello@kibblelab.com

We aim to respond to all privacy-related inquiries within 10 business days.