The space between what an ingredient feels like and what AAFCO requires you to call it, is where a lot of pet food brands get tripped up. AAFCO doesn't let brands describe ingredients however they like, however evocative or accurate the language might feel.
There are four AAFCO naming standards — the 95%, 25%, 3%, and Flavor rules — that govern exactly how much of a named ingredient must be present in a pet food product based on how that ingredient appears in the product name. And these rules are enforceable.
As extended producer responsibility laws expand, brands are realizing they need to understand what EPR actually requires and how it will impact packaging, costs, and retailer expectations.