Ultra-processed foods (UPFs) have become one of the most talked about topics in human nutrition, and the conversation is beginning to influence pet food as well.

At this year's Pet Food Forum, Kevin Ryan, CEO and Founder of Malachite Strategy and Research, highlighted how consumer concerns about processing are increasingly shaping expectations for pet food products. For formulators, the takeaway isn't that consumers are rejecting processing altogether. Instead, they are asking tougher questions about why ingredients are processed and what role that processing plays in the finished product.

That's an important distinction for the pet food industry. Most commercial pet foods rely on processing methods such as extrusion to deliver the texture, safety and shelf stability consumers expect. The challenge for manufacturers is not eliminating processing but helping consumers understand its purpose.

As scrutiny of UPFs grows, ingredient selection becomes part of that story.

Consumers increasingly look for recognizable ingredients and simpler formulations. Grain ingredients such as oats, barley and rye can help manufacturers build products that deliver functionality while supporting a more familiar ingredient deck. These ingredients contribute to structure, texture, binding and processing performance without relying solely on highly refined inputs.

For pet food developers, that creates an opportunity to rethink formulation strategies. Rather than focusing exclusively on what can be removed from a label, brands can focus on ingredients that provide a clear and understandable function.

At DakotaMB, we work with pet food manufacturers to develop grain- and pulse-based ingredient solutions that support production requirements while helping brands respond to changing consumer expectations. From barley flour and oat ingredients to custom grain blends, these solutions can contribute functionality, consistency and formulation flexibility across a variety of pet food applications.

The UPF discussion is unlikely to disappear anytime soon. As it continues to influence purchasing decisions, pet food brands will need to clearly communicate not only what is in their products but why those ingredients are there in the first place.

That conversation starts with formulation.