From claims to proof: making transparency tangible in pet food
Transparency is a buzzword in pet food. Gheda is using QR codes to actually deliver it.
In today’s pet food market, transparency has become a standard claim. Yet for consumers, it often remains vague and difficult to verify.
A new platform
At Interzoo 2026, Gheda introduces UNICA GHEDA™, a premium brand platform built on a clear ambition: turning transparency into something tangible.
Each product features a QR code giving access to a dedicated digital platform, where consumers can explore the origin of the main ingredients used in every recipe. Sourcing countries are clearly identified, supported by structured and accessible information. No interpretation. No shortcuts.
This approach reflects a broader shift across global markets: beyond knowing what is inside a product, consumers increasingly expect to understand where it comes from and how it is sourced.
Italian roots
For Gheda, this is not a new direction. The company’s roots go back to 1950 in northern Italy, where the Marubbi pasta factory was already producing pasta for dogs. From the beginning, ingredient selection and processing were approached with the same mindset as human food.
Today, this legacy translates into a sourcing model built on proximity and continuity. Most ingredients are selected in Italy, complemented by long-standing partners across Europe known for their agricultural expertise.
The focus remains consistent: reliable origins, controlled quality and long-term relationships.
Small dogs in focus
UNICA GHEDA™ brings this philosophy into a unified brand identity, gathering the company’s super premium expertise under one platform.
The range is designed to address essential nutritional needs with clarity, from growth to targeted functional support, while avoiding unnecessary complexity.
At the same time, the brand makes a deliberate strategic choice by placing a strong focus on small dogs, one of the fastest-growing segments globally, yet still largely served by standardized solutions. While the range addresses broader nutritional needs, UNICA GHEDA™ brings specific expertise to dogs under 10kg, with adapted formats and dedicated recipes.
Following its presentation at Interzoo, the range will be available for order starting in September 2026.
In a category often driven by claims, the approach is intentionally different: less promise, more proof.
Because quality should not need explanation. It should be visible.