Collection: Purina Pro Plan

Purina's global purpose is: To create richer lives for pets and the people who love them.

Their purpose is based on their heritage and belief: When pets and people bond, life is richer.

1. Excellent nutrition should be available to all dogs and cats

Purina believes that excellent nutrition should be available to all dogs and cats everywhere. That's why they offer a wide range of products that allow pet owners to choose a food that's right for their pet. Purina wants all pet owners to feel confident that their food meets or exceeds legal and industry standards - but they also want all pet owners to feel confident that they've made the right choice.

2. Nutrition starts with understanding nutrients, not just ingredients

Purina believes nutrition starts with understanding nutrients, not just ingredients. The best ingredients are those that work together to enhance each other’s performance. A smarter nutritional blend will be more digestible and effective for a pet than a single ingredient. That’s why Purina doesn’t formulate their pet foods on an ingredient-by-ingredient basis, but instead measures how different formulations affect a pet’s overall health.

3. Innovation should be pursued, always with a focus on the pet's nutritional needs, safety and well-being

Purina believes that innovation should be pursued, always with the nutritional needs, safety and well-being of your pet in mind. That's why they have their Pet Care Center, where their feeding studies help develop a better understanding of the natural preferences, nutritional needs and behaviour of dogs and cats. Purina's trained and caring staff treat your dogs and cats with respect and affection because they are pet owners themselves.

4. Dining experiences should be enjoyable while delivering optimal nutrition.

Purina believes that eating experiences should be enjoyable while delivering optimal nutrition. That’s why every pet food they produce meets European and national regulatory standards before it even gets near your pet’s food bowl. At Purina, they see industry standards as just a starting point. Not only do all of their products meet these standards, but many go above and beyond them, voluntarily following the European Pet Food Industry Federation (FEDIAF) guidelines, which encourage pet food companies to ensure their products are safe for pets. Purina does all of this to provide optimal nutrition for pets.

5. The nutritional needs of pets are unique

Purina believes that pets have unique nutritional needs. That's why they've become a global leader in pet food. Purina doesn't want to follow the industry, they want to drive it forward, so for example, Purina studies what drives pet obesity and the impact of trends and discoveries in human nutrition. The work Purina does is part of their mission to enrich the lives of pets and enable them to live long, healthier lives.