Freshpet drops 'human grade' claims amid advertising and securities probes

Freshpet Inc. has agreed to drop its 'human grade' claims on dog food products after a review by the National Advertising Division (NAD). The decision follows an investigation into the accuracy of the company’s marketing statements. Meanwhile, a separate legal probe has begun into possible securities law violations by the pet food manufacturer. The NAD, part of BBB National Programs, examined Freshpet’s advertising claims and found some were supported by evidence. However, it recommended the company stop using the term 'human grade' on its products. Freshpet confirmed it would follow this guidance and remove the disputed claims.

In a separate development, law firm Lowey Dannenberg P.C. announced it is investigating Freshpet Inc. The probe focuses on whether the company and its executives provided investors with accurate and complete financial information. The investigation will determine if any securities laws were broken during this process.

Freshpet will adjust its marketing to comply with the NAD’s findings. The ongoing securities investigation will assess whether investors received proper disclosures. The outcomes of both matters will be closely watched by regulators and shareholders.