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Hill's Natural vs Tender & True

Hill's Natural is made by Hill's Pet Nutrition (owned by Colgate-Palmolive Company), and Tender & True by Tender & True Pet Nutrition, Inc. On KibbleLab, Tender & True averages 8.4 out of 10 across its scored foods, compared with 7.4 for Hill's Natural. Hill's Natural meets WSAVA's published criteria for evaluating a manufacturer, while Tender & True does not.

Hill's Natural and Tender & True compared

Hill's Natural Tender & True
Manufacturer Hill's Pet Nutrition Tender & True Pet Nutrition, Inc.
Parent company Colgate-Palmolive Company Independent
Founded 1907 2014
Headquarters Topeka, Kansas, USA Omaha, Nebraska, United States
Products listed 15 7
Serves Dogs Cats & dogs
Price tier A relative price guide, from $ (most affordable) to $$$$$ (most premium), based on the brand's typical retail cost.
$$$ $$$$
WSAVA guidelines The World Small Animal Veterinary Association (WSAVA) publishes criteria for evaluating a manufacturer: qualified nutritionists on staff, feeding trials, and published research. It does not certify or endorse brands.
Yes No
PSC accredited The Pet Sustainability Coalition is a nonprofit that accredits pet companies on their environmental and social impact, through third-party verification. It reflects sustainability practices, not food quality.
Yes No
Score The average KibbleLab score across this brand's scored foods, on a 0 to 10 scale. Foods are scored on published veterinary science, and no one can pay for a higher score. How scoring works .
7.4 (avg of 15) 8.4 (avg of 7)
Recalls on record KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.
None None
Where to buy Amazon Amazon

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Hill's Natural vs Tender & True: how they compare

Scores

Tender & True scores higher on KibbleLab, averaging 8.4 out of 10 across 7 scored foods, compared with 7.4 across 15 for Hill's Natural. Scores apply the same criteria-based rubric to every food, drawn from published veterinary science, and no one can pay for a higher score.

Who makes them

Hill's Natural is made by Hill's Pet Nutrition, owned by Colgate-Palmolive Company, based in Topeka, Kansas, USA, founded in 1907. Tender & True is made by Tender & True Pet Nutrition, Inc., an independent maker, based in Omaha, Nebraska, United States, founded in 2014.

Standards and range

Hill's Natural meets WSAVA's published manufacturer criteria, while Tender & True does not. Hill's Natural is accredited by the Pet Sustainability Coalition; Tender & True is not. KibbleLab lists 15 Hill's Natural foods and 7 Tender & True foods.

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Common Questions

Which scores higher on KibbleLab, Hill's Natural or Tender & True?

Tender & True scores higher: it averages 8.4 out of 10 across 7 scored foods, compared with 7.4 for Hill's Natural. Scores reflect published veterinary science, and no one can pay for a higher score.

Who makes Hill's Natural and Tender & True?

Hill's Natural is made by Hill's Pet Nutrition, which is owned by Colgate-Palmolive Company. Tender & True is made by Tender & True Pet Nutrition, Inc.

Which brand has more products on KibbleLab?

Hill's Natural has 15 products in the KibbleLab database, compared with 7 for Tender & True.

Where is each brand based?

Hill's Natural is based in Topeka, Kansas, USA. Tender & True is based in Omaha, Nebraska, United States.

Do Hill's Natural and Tender & True meet WSAVA criteria?

Hill's Natural meets WSAVA's published criteria for evaluating a manufacturer; Tender & True does not, based on public information. WSAVA publishes criteria; it does not certify or endorse brands.

Are Hill's Natural or Tender & True PSC Accredited?

Hill's Natural is a PSC Accredited business. The Pet Sustainability Coalition is a nonprofit that Accredits pet companies on their environmental and social impact, through third-party verification.

Have Hill's Natural or Tender & True been recalled?

Neither Hill's Natural nor Tender & True has a recall on record in the KibbleLab database. KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.

See the full profiles: Hill's Natural and Tender & True .

More comparisons

KibbleLab provides informational content only. This is not veterinary advice. Always consult a qualified veterinarian before changing your pet's diet.

This is a neutral, factual comparison, not a ranking or an endorsement of either brand. KibbleLab may earn affiliate commissions through links. No one can pay for placement or a higher score.

Brand and manufacturer details are compiled from public sources and not independently verified; they may not reflect contract manufacturing or co-packing. Recall data is compiled from public FDA and manufacturer notices, and a notice may name the parent company rather than the brand. KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.

KibbleLab scores and commentary are editorial opinions based on published data. Represent one of these brands? Request a correction. Anyone else can email us. See our Terms.