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Instinct vs Purina Pro Plan

Instinct is made by Nature's Variety (owned by Agrolimen S.A.), and Purina Pro Plan by Nestlé Purina PetCare (owned by Nestlé S.A.), and both make food for cats and dogs. On KibbleLab, Instinct and Purina Pro Plan both average 8.4 out of 10. Purina Pro Plan meets WSAVA's published criteria for evaluating a manufacturer, while Instinct does not.

Instinct and Purina Pro Plan compared

Instinct Purina Pro Plan
Manufacturer Nature's Variety Nestlé Purina PetCare
Parent company Agrolimen S.A. Nestlé S.A.
Founded 2002 2001
Headquarters St. Louis, Missouri, USA St. Louis, Missouri, USA
Products listed 108 162
Serves Cats & 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.
No Yes
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) 8.4 (avg of 162)
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 Purina Pro Plan: how they compare

Scores

Instinct and Purina Pro Plan average the same KibbleLab score, 8.4 out of 10, across 108 and 162 scored foods. 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. Purina Pro Plan is made by Nestlé Purina PetCare, owned by Nestlé S.A., based in St. Louis, Missouri, USA, founded in 2001.

Standards and range

Purina Pro Plan meets WSAVA's published manufacturer criteria, while Instinct does not. Instinct is accredited by the Pet Sustainability Coalition; Purina Pro Plan is not. KibbleLab lists 108 Instinct foods and 162 Purina Pro Plan foods.

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Common Questions

Which scores higher on KibbleLab, Instinct or Purina Pro Plan?

Instinct and Purina Pro Plan average the same KibbleLab score, 8.4 out of 10.

Who makes Instinct and Purina Pro Plan?

Instinct is made by Nature's Variety, which is owned by Agrolimen S.A. Purina Pro Plan is made by Nestlé Purina PetCare, which is owned by Nestlé S.A.

Which brand has more products on KibbleLab?

Purina Pro Plan has 162 products in the KibbleLab database, compared with 108 for Instinct.

Where is each brand based?

Instinct is based in St. Louis, Missouri, USA. Purina Pro Plan is based in St. Louis, Missouri, USA.

Do Instinct and Purina Pro Plan meet WSAVA criteria?

Purina Pro Plan meets WSAVA's published criteria for evaluating a manufacturer; Instinct does not, based on public information. WSAVA publishes criteria; it does not certify or endorse brands.

Are Instinct or Purina Pro Plan 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 Purina Pro Plan been recalled?

Neither Instinct nor Purina Pro Plan 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 Purina Pro Plan .

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.