Cécile Saint-Paul, North American marketing director, Diana Pet Food, provides an overview of the possible paths pet food manufacturers can take to join the clean label movement, covering natural claims and many more. Clean label is becoming a major catchphrase to satisfy the numerous and various expectations of mindful consumers, without any legal definition. The presentation shows a large spectrum of pet food brands’ initiatives that address pet owner values and concerns such as transparency, safety and healthiness. The analysis highlights some of the challenges to balance “clean” hopes with other purchase triggers, facing the risk of asking trade-offs to the consumer.