How to choose a pet food palatant (pet food flavor) for kibble, treats and wet food
The right palatant depends on the species, the format and your process — not just the price per kilo. Here is how to narrow the options before you trial.
Start with the species and the format
Dogs and cats respond to different cues. Cats are generally more sensitive to aroma and texture changes and are often the harder species to win over, so a palatant that performs well for dogs should not be assumed to work for cats.
Format matters as much as species. Kibble is usually coated after extrusion and drying, treats may carry the palatant in the dough or on the surface, and wet food needs a profile that survives retort processing.
Liquid, dry or both
Liquid palatants spread evenly and deliver a strong first impression; dry palatants are typically applied after the fat coat and help with aroma and surface adhesion. Many kibble programs combine the two.
Your coating equipment, fat level and application order will limit what is practical, so share your process details with the supplier before choosing candidates.
Think about shelf life, not just day one
Palatability can drop as fats oxidise during storage. Ask how the palatant performs at the end of your target shelf life and how it interacts with your antioxidant system and packaging.
Run a fair comparison
Compare candidates against your current product on the same base kibble, coated the same way, at realistic inclusion levels. A two-bowl test shows preference; a single-bowl test shows acceptance. Decide which question you are answering before you start.
Related applications
Read next
Reading palatability results: first choice, intake ratio and what actually predicts repeat purchase
A 60:40 intake ratio can be a win or a rounding error depending on panel size — and neither number tells you whether the owner will buy the bag twice.
Declaring flavours on Canadian food labels: what belongs in the ingredient list
Flavour is one of the few ingredient groups Canada lets you declare by class name — but carriers, solvents and allergenic components change the answer fast.
This article is general information for product development teams and is not regulatory or legal advice. Confirm requirements against the current Food and Drug Regulations, Safe Food for Canadians Regulations and CFIA guidance for your product.