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Iceland Pure vs TruLuxe

Iceland Pure is made by Iceland Pure, LLC, and TruLuxe is branded by Weruva International, Inc. and made by third-party contract manufacturers. On KibbleLab, Iceland Pure averages 9.3 out of 10 across its scored foods, compared with 8.6 for TruLuxe. Iceland Pure makes food for cats and dogs, while TruLuxe covers cats.

Iceland Pure and TruLuxe compared

Iceland Pure TruLuxe
Manufacturer Iceland Pure, LLC Weruva International, Inc.
Parent company Independent Independent
Founded 2005 2006
Headquarters Vista, California, USA Natick, Massachusetts, USA
Manufacturing Whether a brand makes its own food in-house or has it produced by an outside contract manufacturer or co-packer.
In-house Contract manufacturer
Made in United States Thailand
Manufacturing region California Not listed
Products listed 4 10
Serves Cats & dogs Cats
Price tier A relative price guide, from $ (most affordable) to $$$$$ (most premium), based on the brand's typical retail cost.
$$$$ Not listed
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.
No Not indicated
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.
No 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. How scoring works .
9.3 (avg of 4) 8.6 (avg of 10)
Recalls on record We track the FDA's animal food recall listings back to January 2019 and publish every pet food recall automatically. A filing that isn't pet food may not appear here.
None None
Where to buy
Amazon
Amazon

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Iceland Pure vs TruLuxe: how they compare

Scores

Iceland Pure scores higher on KibbleLab, averaging 9.3 out of 10 across 4 scored foods, compared with 8.6 across 10 for TruLuxe. Scores apply the same criteria-based rubric to every food, drawn from published veterinary science.

Who makes them

Iceland Pure is made by Iceland Pure, LLC, an independent maker, based in Vista, California, USA, founded in 2005. TruLuxe is a brand of Weruva International, Inc., based in Natick, Massachusetts, USA, founded in 2006. Its food is made by third-party contract manufacturers in Thailand.

Standards and range

Neither meets WSAVA's published manufacturer criteria. KibbleLab lists 4 Iceland Pure foods and 10 TruLuxe foods.

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Common Questions

Which scores higher on KibbleLab, Iceland Pure or TruLuxe?

Iceland Pure scores higher: it averages 9.3 out of 10 across 4 scored foods, compared with 8.6 for TruLuxe. Scores reflect published veterinary science.

Who makes Iceland Pure and TruLuxe?

Iceland Pure is made by Iceland Pure, LLC. TruLuxe is a brand of Weruva International, Inc.. Its food is made by third-party contract manufacturers in Thailand.

Which brand has more products on KibbleLab?

TruLuxe has 10 products in the KibbleLab database, compared with 4 for Iceland Pure.

Where is each brand based?

Iceland Pure is based in Vista, California, USA. TruLuxe is based in Natick, Massachusetts, USA.

Have Iceland Pure or TruLuxe been recalled?

Neither Iceland Pure nor TruLuxe has a recall on record in the KibbleLab database. We track the FDA's animal food recall listings back to January 2019 and publish every pet food recall automatically. A filing that isn't pet food may not appear here.

See the full profiles: Iceland Pure and TruLuxe .

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 filings, and a filing may name the parent company rather than the brand. We track the FDA's animal food recall listings back to January 2019 and publish every pet food recall automatically. A filing that isn't pet food may not appear here.

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.