Click here to watch a free webinar about the new Treat Program. It provides insight into the regulatory challenges surrounding treats and how the new program provides structure, oversight, and consumer confidence.

For 25 years, the National Animal Supplement Council (NASC) has worked to protect the health and wellbeing of companion animals and elevate the animal supplement industry by establishing rigorous standards for quality and a successful co-regulation environment.

Now, the NASC has extended its compliance programs and Quality Seal to treat products for dogs, cats, and horses, addressing long-standing regulatory challenges within one of the fastest-growing segments of the pet industry.

Valued at an estimated $12–14 billion, the pet treat market is significant and continues to evolve as consumer demand drives innovation. Treats are regulated as food and all ingredients must be AAFCO approved. However, vague regulations have led to the creation of products that resemble treats but have non-nutritional benefits.

“Treats with stated benefits outside of nutrition or dental benefits can cause disruption to a treat supplier’s business due to regulatory issues,” said Bill Bookout, NASC president. “A similar industry challenge in animal health supplements led to the formation of NASC 25 years ago. Extending our compliance programs and Quality Seal to treats was the logical next step.”

Implementation of the Treat Program is already underway. Existing NASC members who have passed NASC’s quality audit as a supplement supplier may be able to leverage their audit to include treat products. Treat companies can apply for NASC membership and once onboarded, can go through the NASC audit process to display/use the Quality Seal.

“This program brings structure and oversight to an emerging category while supporting responsible innovation, maintaining compliance, and protecting animal health,” Bookout added. “Our role has always been to help create a responsible, transparent path forward when regulations and consumer demand don’t align.”

For answers to questions about this new program, please email info@nasc.cc.