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Inception vs Reveal

Inception is branded by Pets Global, Inc. and made by third-party contract manufacturers, and Reveal is branded by MPM Products (owned by Partners Group) and made by third-party co-packers. On KibbleLab, Inception averages 8.5 out of 10 across its scored foods, compared with 8.0 for Reveal. Reveal is accredited by the Pet Sustainability Coalition; Inception is not.

Inception and Reveal compared

Inception Reveal
Manufacturer Pets Global, Inc. MPM Products
Parent company Independent Partners Group
Founded 2010 2002
Headquarters Valencia, California, USA Manchester, United Kingdom
Manufacturing Whether a brand makes its own food in-house or has it produced by an outside contract manufacturer or co-packer.
Contract manufacturer Co-packer
Made in United States Thailand
Manufacturing region South Dakota Not listed
Products listed 9 30
Serves Cats & dogs Cats
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.
No 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.
No Yes
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 .
8.5 (avg of 9) 8.0 (avg of 30)
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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Inception vs Reveal: how they compare

Scores

Inception scores higher on KibbleLab, averaging 8.5 out of 10 across 9 scored foods, compared with 8.0 across 30 for Reveal. Scores apply the same criteria-based rubric to every food, drawn from published veterinary science.

Who makes them

Inception is a brand of Pets Global, Inc., based in Valencia, California, USA, founded in 2010. Its food is made by third-party contract manufacturers in United States. Reveal is a brand of MPM Products, owned by Partners Group, based in Manchester, United Kingdom, founded in 2002. Its food is made by third-party co-packers in Thailand.

Standards and range

Neither meets WSAVA's published manufacturer criteria. Reveal is accredited by the Pet Sustainability Coalition; Inception is not. KibbleLab lists 9 Inception foods and 30 Reveal foods.

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Common Questions

Which scores higher on KibbleLab, Inception or Reveal?

Inception scores higher: it averages 8.5 out of 10 across 9 scored foods, compared with 8.0 for Reveal. Scores reflect published veterinary science.

Who makes Inception and Reveal?

Inception is a brand of Pets Global, Inc.. Its food is made by third-party contract manufacturers in United States. Reveal is a brand of MPM Products, which is owned by Partners Group. Its food is made by third-party co-packers in Thailand.

Which brand has more products on KibbleLab?

Reveal has 30 products in the KibbleLab database, compared with 9 for Inception.

Where is each brand based?

Inception is based in Valencia, California, USA. Reveal is based in Manchester, United Kingdom.

Are Inception or Reveal PSC Accredited?

Reveal 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 Inception or Reveal been recalled?

Neither Inception nor Reveal 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: Inception and Reveal .

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.