Research & Insights
Brewer’s Yeast Claims in Pet Food Marketing: What You Can Say and How to Say It
Published
Brewer’s yeast gives pet food brands several claims that are true, familiar to owners and easy to support: it is a named ingredient, a source of protein and B vitamins, and in a controlled trial cats ate more of a diet that contained dried yeast. The line to watch is drug claims. Anything that says a food treats, prevents or cures a condition belongs to medicines, not pet food.
Why is brewer’s yeast easy to market?
Owners already know the name. “Brewer’s yeast” appears on ingredient lists for dogs and cats, in supplements and in human nutrition, and the AAFCO ingredient name “brewers dried yeast” is short and readable. Familiar ingredients feel safer to shoppers, which gives a brand a head start before it says anything else.
The ingredient also comes with numbers a brand can use. TBESBY dried brewer’s yeast carries 40 to 46% crude protein and is a source of B vitamins. In a 2023 study in Translational Animal Science, cats offered two extruded diets ate about twice as much of the one containing dried Saccharomyces cerevisiae yeast, a ratio of 2.09 to 1 (Davenport et al., 2023). Our article on brewer’s yeast and palatability covers that trial.
Which claims can brewer’s yeast support?
| Claim type | Example | What you need |
|---|---|---|
| Ingredient claim | “Made with brewer’s yeast” | The ingredient on the label, under its common or AAFCO name |
| Nutrient claim | “A source of B vitamins” | A guarantee for each nutrient you name. AAFCO says claims for specific nutrients trigger the need to guarantee them |
| Palatability claim | “Cats preferred it two to one” | Your own palatability test on the finished product |
| Sustainability claim | “Made with an upcycled ingredient” | Supplier documents, or certification before using a logo |
| Drug claim | “Prevents fleas”, “treats skin disease” | Not allowed on food. FDA treats these as drug claims |
FDA explains that claims to “cure, treat, prevent, or mitigate disease” show a product is intended as a drug, and that claims to affect the structure or function of the body other than as food can do the same. FDA reviews specific pet food claims such as “maintains urinary tract health”. If a claim describes a health outcome, have your regulatory team review it before it goes on pack. The flea question comes up often, and our pet food guide answers it directly.
How do you write claims pet owners believe?
- Use numbers where you have them. “40 to 46% protein” or “preferred two to one” is more convincing than “packed with goodness”.
- Say where the proof comes from. “In a two-bowl test” or “verified by our nutritionist” tells the owner someone checked.
- Keep the ingredient in proportion. AAFCO says individual ingredients must not be overemphasised, and a minor ingredient should not appear in the largest type on the pack.
- Pair a feature with what the owner sees. Taste and a clean bowl are easier to picture than an amino acid profile.
- Repeat the same message across pack, website and social. Familiarity builds preference over time.
How should creators talk about brewer’s yeast?
Creators are a strong way to explain an ingredient, because owners trust people they already follow. The FTC’s rules for influencers are simple and apply to every paid or gifted post:
- Disclose any material connection, including free product.
- Put the disclosure where people will see it, using words like “ad” or “sponsored”, and say it in the video itself.
- Talk only about products they have actually used.
- Do not make claims that would need proof they do not have, such as health benefits without scientific support.
A good creator brief fits on one page:
| Brief section | What to give the creator |
|---|---|
| The why | One sentence on why your recipe uses brewer’s yeast |
| Talking points | Two or three claims from the ingredient, nutrient or palatability rows above |
| Call to action | A unique discount code or tracked link for each creator |
| Rules | Disclosure placement, and a short list of phrases to avoid (prevents, treats, cures) |
Leave the wording to them. Creators know how their audience talks, and a brief with true claims and room to speak naturally reads better than a script.
Checklist before you launch
- Every claim on pack, web and social is in the ingredient, nutrient, palatability or sustainability rows above.
- Nutrients you name are guaranteed on the label.
- Palatability and sustainability claims have a test report or supplier document on file.
- No wording suggests the food treats, prevents or cures a condition.
- Creator posts carry a clear disclosure and a tracked code or link.
Source an ingredient with claims you can back
TBESBY supplies dried brewer’s yeast for pet food. See the product specification, read how to tell the upcycled ingredient story, or request a sample for your next recipe.
Related reading: brewer’s yeast in plant-based and vegan pet food, including how to brief creators for meat-free recipes.
Sources
- U.S. FDA. Animal food labeling and pet food claims
- AAFCO. Marketing and romance claims
- FTC. Disclosures 101 for social media influencers
- Davenport GM, Block SS, Adolphe JL (2023). Effects of extruded pet foods containing dried yeast on palatability, nutrient digestibility and fecal quality in dogs and cats. Translational Animal Science 7(1): txad107
Frequently asked questions
Can I say brewer’s yeast supports healthy skin and coat?
Be careful. Claims about how a food affects the body can be read as drug claims, and FDA reviews specific pet food claims. Ask your regulatory team before using health wording, or describe the nutrient instead, such as “a source of B vitamins” with a guarantee on the label.
What name should brewer’s yeast have on the ingredient list?
The AAFCO name is “brewers dried yeast”. Check the naming rules in each market you sell into.
Who approves pet food claims?
AAFCO does not approve claims. In the U.S., state feed control officials decide whether a label is acceptable, and FDA reviews certain claims before marketing.
Can TBESBY help with documentation for our claims?
Yes. We supply the specification and a Certificate of Analysis with every shipment, which supports nutrient guarantees. Contact our team for what your label or certifier needs. This guide is general information for marketing and product teams. It is not legal advice.