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Tender & True vs TruLuxe

Tender & True is made by Tender & True Pet Nutrition, Inc., and TruLuxe is branded by Weruva International, Inc. and made by third-party contract manufacturers. On KibbleLab, TruLuxe averages 8.6 out of 10 across its scored foods, compared with 8.1 for Tender & True. Tender & True makes food for cats and dogs, while TruLuxe covers cats.

Tender & True and TruLuxe compared

Tender & True TruLuxe
Manufacturer Tender & True Pet Nutrition, Inc. Weruva International, Inc.
Parent company Independent Independent
Founded 2014 2006
Headquarters Omaha, Nebraska, United States 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 Nebraska Not listed
Products listed 7 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 .
8.1 (avg of 7) 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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Tender & True vs TruLuxe: how they compare

Scores

TruLuxe scores higher on KibbleLab, averaging 8.6 out of 10 across 10 scored foods, compared with 8.1 across 7 for Tender & True. Scores apply the same criteria-based rubric to every food, drawn from published veterinary science.

Who makes them

Tender & True is made by Tender & True Pet Nutrition, Inc., an independent maker, based in Omaha, Nebraska, United States, founded in 2014. 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 7 Tender & True foods and 10 TruLuxe foods.

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Common Questions

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

TruLuxe scores higher: it averages 8.6 out of 10 across 10 scored foods, compared with 8.1 for Tender & True. Scores reflect published veterinary science.

Who makes Tender & True and TruLuxe?

Tender & True is made by Tender & True Pet Nutrition, Inc. 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 7 for Tender & True.

Where is each brand based?

Tender & True is based in Omaha, Nebraska, United States. TruLuxe is based in Natick, Massachusetts, USA.

Have Tender & True or TruLuxe been recalled?

Neither Tender & True 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: Tender & True 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.