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Instinct vs Plaque Busters

Instinct is made by Nature's Variety (owned by Agrolimen S.A.), and Plaque Busters by Crumps' Naturals Inc. On KibbleLab, Instinct averages 8.4 out of 10 across its scored foods, compared with 7.3 for Plaque Busters. Instinct is accredited by the Pet Sustainability Coalition; Plaque Busters is not.

Instinct and Plaque Busters compared

Instinct Plaque Busters
Manufacturer Nature's Variety Crumps' Naturals Inc.
Parent company Agrolimen S.A. Independent
Founded 2002 2006
Headquarters St. Louis, Missouri, USA Mississauga, Ontario, Canada
Products listed 108 5
Serves Cats & dogs 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.
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.
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 .
8.4 (avg of 108) 7.3 (avg of 5)
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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Instinct vs Plaque Busters: how they compare

Scores

Instinct scores higher on KibbleLab, averaging 8.4 out of 10 across 108 scored foods, compared with 7.3 across 5 for Plaque Busters. 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

Instinct is made by Nature's Variety, owned by Agrolimen S.A., based in St. Louis, Missouri, USA, founded in 2002. Plaque Busters is made by Crumps' Naturals Inc., an independent maker, based in Mississauga, Ontario, Canada, founded in 2006.

Standards and range

Neither meets WSAVA's published manufacturer criteria. Instinct is accredited by the Pet Sustainability Coalition; Plaque Busters is not. KibbleLab lists 108 Instinct foods and 5 Plaque Busters foods.

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Common Questions

Which scores higher on KibbleLab, Instinct or Plaque Busters?

Instinct scores higher: it averages 8.4 out of 10 across 108 scored foods, compared with 7.3 for Plaque Busters. Scores reflect published veterinary science, and no one can pay for a higher score.

Who makes Instinct and Plaque Busters?

Instinct is made by Nature's Variety, which is owned by Agrolimen S.A. Plaque Busters is made by Crumps' Naturals Inc.

Which brand has more products on KibbleLab?

Instinct has 108 products in the KibbleLab database, compared with 5 for Plaque Busters.

Where is each brand based?

Instinct is based in St. Louis, Missouri, USA. Plaque Busters is based in Mississauga, Ontario, Canada.

Are Instinct or Plaque Busters PSC Accredited?

Instinct 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 Instinct or Plaque Busters been recalled?

Neither Instinct nor Plaque Busters 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: Instinct and Plaque Busters .

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.