Pet Food Brand to Modify ‘Made in USA’ and ‘All Natural’ Claims After NAD Review

Sundays for Dogs will discontinue certain “Made in USA” and “all natural ingredients” claims following recommendations from the Better Business Bureau’s National Advertising Division (NAD), the industry self-regulatory body announced April 17, 2026.

According to NAD, the dog food manufacturer sources most of its ingredients domestically.  However, because “certain key ingredients, including beef bone and fish oil, are sourced from New Zealand,” NAD recommended that Sundays add qualifying language to its “Made in USA” representations.

“Consistent with Federal Trade Commission guidance, NAD determined that because these ingredients are essential to the product’s function, an unqualified ‘Made in USA’ claim is not appropriate, even if the amount of foreign content is small,” the decision summary states.

Other contested claims included “all natural ingredients” and “100% meat and superfoods.”  When accompanied by imagery suggesting whole fruits and vegetables, NAD found those claims misleading because Sundays uses nutrient extracts rather than whole-food ingredients.  Similar claims were deemed acceptable in other contexts, however.

NAD also found adequate substantiation for the brand’s “no synthetic additives” claim, but recommended that Sundays stop implying that competing products contain synthetic additives.

The challenge, which concerned claims on the company’s website and social media channels, was brought by rival pet food maker The Farmer’s Dog, Inc.  Sundays agreed to comply with NAD’s recommendations.