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Instinct vs Tender & True

Instinct is made by Nature's Variety (owned by Agrolimen S.A.), and Tender & True by Tender & True Pet Nutrition, Inc., and both make food for cats and dogs. On KibbleLab, Instinct and Tender & True both average 8.4 out of 10. Instinct is accredited by the Pet Sustainability Coalition; Tender & True is not.

Instinct and Tender & True compared

Instinct Tender & True
Manufacturer Nature's Variety Tender & True Pet Nutrition, Inc.
Parent company Agrolimen S.A. Independent
Founded 2002 2014
Headquarters St. Louis, Missouri, USA Omaha, Nebraska, United States
Products listed 108 7
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 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) 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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Instinct vs Tender & True: how they compare

Scores

Instinct and Tender & True average the same KibbleLab score, 8.4 out of 10, across 108 and 7 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. 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

Neither meets WSAVA's published manufacturer criteria. Instinct is accredited by the Pet Sustainability Coalition; Tender & True is not. KibbleLab lists 108 Instinct foods and 7 Tender & True foods.

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Common Questions

Which scores higher on KibbleLab, Instinct or Tender & True?

Instinct and Tender & True average the same KibbleLab score, 8.4 out of 10.

Who makes Instinct and Tender & True?

Instinct is made by Nature's Variety, which is owned by Agrolimen S.A. Tender & True is made by Tender & True Pet Nutrition, Inc.

Which brand has more products on KibbleLab?

Instinct has 108 products in the KibbleLab database, compared with 7 for Tender & True.

Where is each brand based?

Instinct is based in St. Louis, Missouri, USA. Tender & True is based in Omaha, Nebraska, United States.

Are Instinct or Tender & True 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 Tender & True been recalled?

Neither Instinct 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: Instinct 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.