Privacy Policy

How we collect, use, and protect your information.

Last updated: August 11, 2026

KibbleLab LLC ("KibbleLab," "we," "us," or "our") operates the KibbleLab website and any applications we offer (collectively, the "Service"). The Service is operated from the United States and is intended for users located in the United States. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you use our Service. By accessing or using KibbleLab, you agree to this Privacy Policy. If you do not agree, do not use the Service.

1. Information We Collect

1.1 Information You Provide

Account information: name (optional), email address, and password hash when you create an account.
Pet profile data: your pet's name, species, breed(s), age, weight, activity level, current food, dietary sensitivities, health conditions, and medication screening responses.
Health and tracking data: weight history, body condition scores, wellness check-ins (energy, mobility, appetite, cognitive status), symptom journals, food transition logs, and training/activity session logs.
Payment information: when you subscribe to KibbleLab+ or purchase the Concierge service, your payment is processed by Stripe, Inc. We receive your subscription status, billing dates, and payment method type (e.g., Visa ending in 1234). We do not receive, store, or have access to your full credit card number, CVV, or bank account details.
Communications: information you provide when you contact us for support, submit feedback, or subscribe to our newsletter.
Business and professional inquiries: name, work email address, company or veterinary-practice name, role, use case, and any message you submit when requesting dataset or API access or a veterinary practice kit.
Information a veterinary professional provides about a client: if you hold a professional workspace account, you may email a list of foods to a client by entering their email address, and optionally a patient name and a note. We store what you enter in order to send that message, to honor an opt-out, and to keep your own record of what went out. See Section 1.4.

1.2 Information Collected Automatically

Usage data: food searches, saved foods, food comparison history, feature interactions, pages viewed, engagement patterns, and how you arrived at the Service (for example, via a shared link or referral code).
Device and technical data: browser type and version, operating system, IP address, general location (country and region level only, derived from IP), device type, screen resolution, referring URL, and session identifiers.
Cookies and similar technologies: see Section 7 below.

1.3 Information We Do Not Collect

We do not collect precise geolocation data, biometric identifiers, financial account numbers, government-issued identification numbers, or any information about individuals other than the account holder.

We do not collect any special categories of personal data about you. This includes information about your race or ethnicity, religious or philosophical beliefs, sex life, sexual orientation, political opinions, trade union membership, information about your human health (as distinct from your pet's health information, which you voluntarily provide), or genetic and biometric data. We do not collect information about criminal convictions or offenses.

1.4 If Your Veterinarian Sent You a Food List

You may reach a KibbleLab page because a veterinary professional emailed you a list of foods they picked for your animal. In that case we did not get your email address from you: your veterinarian entered it, and confirmed that you had asked them to send it.

What we hold: the email address your veterinarian entered, any patient name and note they typed, which foods they selected, and whether and when the link was opened. We do not create an account for you and we do not add you to any marketing list.
How long: the link stops working 90 days after it is sent. We keep the record of the send, including the email address your veterinarian entered, until you ask us to delete it. You can ask at any time, and we do not require you to have an account: see "How to stop it" and "Your rights" below.
How to stop it: every one of these messages carries an opt-out link. Using it means no veterinarian using KibbleLab can send a food list to that address again. We keep the address on that opt-out list so we can continue to honor it, and that is the only thing we use it for.
Your rights: you can ask us what we hold about you and ask us to delete it by writing to privacy@kibblelab.com, whether or not you have a KibbleLab account. See Section 8.

2. How We Use Your Information

We use the information we collect for the following purposes:

Service delivery: to provide personalized food recommendations, food scores, recall alerts, health tracking features, vet-shareable reports, and other core Service functionality based on your pet's profile.
Concierge service: to enable our team to prepare your personalized research report identifying food options that match your pet's profile.
Product alerts: to send recall notifications for foods you have saved or that match your pet's profile.
Advertising and sponsorships: to select and display clearly labeled sponsored placements, which may take into account what you are searching for or your pet's profile. Sponsors and advertisers never receive your identifiable personal information, and sponsorship never changes a product's score or its position in organic results.
Service improvement: to analyze aggregate usage patterns, improve our food matching algorithms, enhance user experience, and develop new features.
Communications: to send transactional messages (account confirmations, billing notices, subscription changes), product alerts, and occasional product tips and feature announcements to account holders. You may turn off non-essential emails at any time in Notification Preferences or by using the unsubscribe link in any marketing email.
Business inquiries: to respond to, evaluate, and keep records of requests for dataset or API access and veterinary practice materials.
Security and fraud prevention: to detect, investigate, and prevent unauthorized access, abuse, or fraudulent activity.
Legal compliance: to comply with applicable laws, regulations, legal processes, or enforceable government requests.

3. What We Never Do

We never sell the score: no company can pay for a higher score, a better position in organic results or recommendations, or inclusion in or exclusion from our database.
We never sell your identifiable personal information or pet data to any third party.
We never share your identifiable data with pet food brands, manufacturers, or advertisers.

What we do with de-identified data (data that cannot reasonably identify you or your pet) is described in Section 4. Creating, using, and licensing aggregate or genuinely de-identified information is part of the Terms and is not controlled by a separate account toggle. Account deletion stops future collection and removes or de-identifies information still linked to the account; information already genuinely de-identified may be retained.

Our scores are editorially independent: they are determined solely by published veterinary nutrition science and manufacturer-provided nutritional data, never by money. The Service may include clearly labeled sponsored placements, including within or alongside results. Sponsorship buys visibility, never a score: sponsored products display the same KibbleLab score they carry everywhere else, and organic results and recommendations are never rearranged for money.

We share your information only in the following limited circumstances:

Service providers: we use third-party vendors who perform services on our behalf, including payment processing (Stripe, Inc.), cloud hosting and data storage, email delivery, customer support tools, and aggregate web analytics (Google LLC, via Google Analytics; see Section 7.1). These vendors are contractually obligated to use your information only to provide their services to us and are bound by confidentiality obligations.
Concierge report preparation: if you purchase the Concierge service, your pet profile data and relevant health information are shared with the individual assigned to prepare your research report. All individuals involved in report preparation are bound by confidentiality agreements.
Business and professional inquiries: we retain lead-form information while evaluating or responding to the inquiry and as reasonably needed for business records. We delete it upon a verified deletion request unless a legal, security, or dispute-retention exception applies.
De-identified data: we create de-identified data from app activity and pet profiles. It takes two forms, which we treat differently:
- Aggregate statistics (e.g., "40% of senior dog owners search for joint-support foods") describe groups, not individuals. Aggregate, de-identified information is not "personal information" under the CCPA/CPRA. We may use, share, sell, or license it to partners, including academic, research, and commercial organizations.
- Individual de-identified records (information about a single pet with identifiers and reasonably linkable attributes removed) may be retained, used, shared, sold, or licensed for analytics, research, product development, service improvement, and commercial purposes. Creating and using this information is part of the Terms you accept as a condition of using KibbleLab; it is not a separate optional consent.
In both cases the data cannot reasonably be used to identify any individual user or pet, and we commit to (a) apply reasonable technical and organizational measures so it cannot reasonably be re-identified; (b) maintain it in de-identified form and not attempt to re-identify it (except to verify that our de-identification process works); and (c) contractually require every recipient to do the same.
Legal obligations: we may disclose information if required by law, subpoena, court order, or government regulation, or if we believe in good faith that disclosure is necessary to protect our rights, your safety, the safety of others, or to investigate fraud.
Business transfers: in the event of a merger, acquisition, bankruptcy, or sale of all or a portion of our assets, your information may be transferred as part of that transaction. Any successor will be required to honor the commitments in this Privacy Policy and your consent choices, or to obtain your fresh consent. We will notify you of any such change in ownership or control of your personal information.

5. Affiliate Links and Sponsorships

KibbleLab includes affiliate links to third-party retailers and other partners, and may earn a commission on qualifying purchases or sign-ups made through them, at no additional cost to you. The Service may also carry clearly labeled advertising and sponsored placements. Neither affiliate relationships nor sponsorships affect our ratings: no company can pay for a higher score or a change to organic rankings, sponsored products display the same KibbleLab score they carry everywhere else, and our entire food database is displayed to all users regardless of affiliate or sponsorship status. Advertisers do not receive your identifiable personal information. When you click an affiliate link or an ad, you leave the KibbleLab Service and are subject to that third party's privacy policy and terms.

6. Data Storage, Security, and Retention

6.1 Security

We implement industry-standard administrative, technical, and physical safeguards to protect your information:

All data is encrypted in transit using Transport Layer Security (TLS 1.2 or higher).
All data is encrypted at rest.
Access to personal data is restricted to authorized personnel on a need-to-know basis.
We conduct security assessments and vulnerability testing.
Passwords are stored using industry-standard one-way hashing; we never store plaintext passwords.

No method of electronic storage or internet transmission is 100% secure. While we strive to protect your information, we cannot guarantee absolute security.

6.2 Data Location

Account data and pet profile data are stored on servers located within the United States. By using the Service, you consent to the transfer and storage of your information in the United States.

6.3 Data Retention

Active accounts: we retain your information for as long as your account is active and as needed to provide the Service.
Deleted accounts: upon account deletion, we delete or de-identify your personal data within 30 days. Certain data may be retained longer where required by law (e.g., billing records for tax compliance) or to resolve disputes.
Business and professional inquiries: we retain lead-form information while evaluating or responding to the inquiry and as reasonably needed for business records. We delete it upon a verified deletion request unless a legal, security, or dispute-retention exception applies.
De-identified data: de-identified data that cannot reasonably be used to identify you may be retained indefinitely and used for analytics, research, product development, and service improvement. We may share, sell, or license aggregate, de-identified statistics, and may do the same with individual de-identified records on the basis described in Section 4.
Food lists a veterinarian sends to a client: the link the recipient opens stops working after 90 days. The record of the send, including the recipient's email address, the patient name, and the note, is kept while the sending veterinarian may need it as a record of their client's care, and is deleted on request. An address on the opt-out list is kept for as long as we need it to honor that opt-out.
Backups: deleted data may persist in encrypted backups for up to 90 days, after which it is permanently purged.

7. Cookies and Tracking Technologies

We use two categories of cookies and similar technologies:

Essential cookies, strictly necessary for the Service to function:

Authentication cookies: to keep you signed in and maintain your session.
Preference cookies: to remember your settings and preferences.

Analytics cookies, used to understand aggregate usage of the Service (see Section 7.1 below).

Any sponsored content we display is served by KibbleLab and clearly labeled. We do not currently serve third-party advertising or use retargeting technology on the Service. If that changes, we will update this policy and provide any opt-out or consent choices the law requires.

7.1 Analytics: Google Analytics

We use Google Analytics, a web analytics service provided by Google LLC ("Google"), to understand how visitors find and use KibbleLab. Google Analytics collects standard web analytics signals from your device (including browser type and version, operating system, device type and screen resolution, approximate location derived from your IP address, referring URL, pages viewed, and on-page engagement events) and sets cookies on your device to attribute repeat visits and sessions. This information is processed by Google and is governed by Google's Privacy Policy.

We use this data to identify which features are useful, which pages confuse users, and where new visitors come from. We do not use it for advertising, remarketing, or audience-building. We do not link Google Analytics data to your KibbleLab account or pet profile data, and we do not combine it with personally identifiable information you have provided to us.

You can opt out of Google Analytics tracking at any time by:

Installing the Google Analytics Opt-out Browser Add-on, which prevents the Google Analytics JavaScript from running on any site you visit.
Using a browser with built-in tracking protection (e.g., Brave, Firefox in strict mode, Safari) or installing a content blocker that blocks google-analytics.com and googletagmanager.com.
Adjusting your browser cookie settings to block analytics cookies.

7.2 Third-Party Cookies from Affiliate Partners

When you click an affiliate link, the third-party retailer or service and/or its affiliate network may set tracking cookies on your device to monitor your interaction with the affiliate link and attribute qualifying purchases or sign-ups. These cookies are set by the third party, not by KibbleLab. We do not control these cookies and do not have access to the data they collect. Using affiliate links does not increase the cost of any product or service to you. Please review the privacy and cookie policies of any third party you visit through our links.

You can disable cookies in your browser settings, but doing so may impair core functionality such as staying signed in, and may prevent affiliate links from functioning correctly.

8. Your Rights and Choices

8.1 All Users

Regardless of where you reside, you have the right to:

Access: view your personal data and pet profile data at any time through your account settings, and request a full copy at any time by emailing privacy@kibblelab.com.
Correction: update or correct any inaccurate information in your account or pet profiles.
Deletion: request deletion of your account and all associated personal data. We honor deletion requests within 30 days.
Data portability: request an export of your data in a standard, machine-readable format (JSON or CSV) by emailing privacy@kibblelab.com.
Opt out of marketing: unsubscribe from non-essential email communications at any time using the "unsubscribe" link in any marketing email, or by adjusting your notification preferences in account settings. You cannot opt out of transactional emails (billing, security, and legal notices).
Withdraw consent: where processing is based on your consent, you may withdraw that consent at any time.

8.2 California Residents (CCPA/CPRA)

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA):

Right to know: you may request disclosure of the categories and specific pieces of personal information we have collected about you, the sources of that information, the business purposes for collection, and the categories of third parties with whom we share it.
Right to delete: you may request that we delete personal information we have collected from you, subject to certain exceptions.
Right to correct: you may request correction of inaccurate personal information.
Right to opt out of sale or sharing: we do not sell your identifiable personal information and do not share it for cross-context behavioral advertising. Aggregate, de-identified information is not "personal information" under the CCPA/CPRA. We may license individual de-identified records on the contractual basis described in Section 4. Because this information is no longer personal information, there is no separate licensing opt-out. To exercise the privacy rights that apply to personal information, use the Privacy & Data Requests link (also in our site footer) or by emailing privacy@kibblelab.com.
Right to non-discrimination: we will not discriminate against you for exercising your privacy rights.
Authorized agents: you may designate an authorized agent to make privacy requests on your behalf, subject to identity verification.

To exercise any of these rights, email privacy@kibblelab.com. We will verify your identity before processing your request and respond within 45 days as required by law.

8.3 Other U.S. State Privacy Rights

A growing number of U.S. states give their residents rights to access, correct, delete, and obtain a copy of their personal data, and to opt out of targeted advertising and the sale of personal data. We honor requests of these kinds from all U.S. residents, regardless of whether a particular state statute applies to us. We do not sell your identifiable personal data or engage in targeted advertising. We license individual de-identified records on the basis described in Section 4; for access, correction, export, or deletion requests, use the Privacy & Data Requests link or email privacy@kibblelab.com. To exercise your other rights, email privacy@kibblelab.com.

9. Children's Privacy

KibbleLab is not directed at people under 18. We do not knowingly collect personal information from people under 18. If you are under 18, do not create an account or provide personal information through the Service. If we learn that a person under 18 created an account, we will delete that information promptly. If you believe a child under 16 has provided us personal information, please contact us at privacy@kibblelab.com.

Parents and guardians may create accounts and manage pet profiles on behalf of their families. The account holder is responsible for all activity conducted under their account.

10. Data Breach Notification

In the event of a data breach that compromises the security, confidentiality, or integrity of your personal information, we will:

Notify affected users by email and/or in-app notice without unreasonable delay, and no later than 72 hours after confirmation of the breach where required by applicable law.
Notify relevant supervisory authorities as required by applicable law.
Provide a description of the breach, the types of data involved, and the steps we are taking to address it.

11. Third-Party Links and Services

The Service may contain links to third-party websites, retailers, and services (including affiliate partners). We are not responsible for the privacy practices of third parties. We encourage you to review the privacy policies of any third-party sites you visit through links on our Service.

12. Do Not Track and Opt-Out Preference Signals

Some browsers transmit "Do Not Track" (DNT) signals. There is no industry-wide standard for how websites should respond to DNT, and we do not currently alter site behavior based on the DNT header. To prevent analytics tracking, use one of the opt-out methods described in Section 7.1.

Some browsers and extensions can also send an opt-out preference signal, such as Global Privacy Control (GPC), asking us not to sell or share your personal information. We do not sell or share identifiable personal information as those terms are defined under applicable law, so the state such a signal requests is already every user's default: there is no sale or sharing to opt out of. Licensing genuinely de-identified information is part of the contractual basis described in Section 4. For access, correction, export, or deletion requests, use Privacy & Data Requests link, or by emailing privacy@kibblelab.com. If our practices ever change such that recognized opt-out preference signals apply to us, we will honor them as required by law.

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. If we make material changes, we will notify you by email (sent to the address associated with your account) and/or by placing a prominent notice on our Service at least 30 days prior to the changes taking effect. The "Last updated" date at the top of this page indicates when the policy was most recently revised. Your continued use of the Service after the effective date of any changes constitutes your acceptance of the updated Privacy Policy.

14. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, contact us at:

KibbleLab LLC
Email: privacy@kibblelab.com
General inquiries: hello@kibblelab.com

We aim to respond to all privacy-related inquiries within 10 business days.