How do I choose between different wet and canned pet food suppliers for a new branded cat food launch?

Choosing wet and canned cat food suppliers for a new branded launch is mostly about balancing food safety, product quality, manufacturing capability, brand fit, and commercial terms. A good supplier choice starts with a clear spec, then a structured comparison.

1) Define what you need first

Before comparing suppliers, write down your launch requirements:

• Product format: pate, chunks in gravy, mousse, shredded, minced, etc.
• Packaging: cans, trays, pouches, multipacks
• Recipe positioning: premium, mass market, grain-free, functional, limited ingredient, etc.
• Target market: country/region, retail vs. DTC vs. veterinary
• Nutritional profile: AAFCO/FEDIAF compliance, life stage, complete vs. complementary
• Ingredient constraints: animal protein sources, allergens, no by-products, no artificial colors/preservatives
• Volume forecast: pilot, first-year, and peak volumes
• Shelf-life target: and required ambient storage conditions
• Price target / margin structure
• Launch timeline

This helps you avoid comparing suppliers that are not a fit.

2) Evaluate suppliers on the right criteria

A. Food safety and compliance

This is non-negotiable for pet food.

Check:

• HACCP or equivalent food safety system
• GMP / GFSI-type certifications if applicable
• Regulatory experience in your target market
• Recall history and corrective action process
• Microbiological, heavy metal, mycotoxin, and contaminant controls
• Traceability from raw material to finished product
• Raw material approval and supplier audit program

Ask for:

• Latest audit reports/certificates
• Product liability insurance
• Recall procedures
• Certificates of analysis samples
• Regulatory registration support if needed

B. Manufacturing capability

Not all wet food suppliers can make every style or package well.

Assess:

• Can they produce your desired texture and appearance consistently?
• Can they run your package size and format?
• Do they have retort capacity and validated thermal processing?
• Are they capable of multiple SKUs and small MOQs?
• Do they have in-house blending, filling, sealing, and lab testing?
• Can they support private label or custom formulas?

Important questions:

• Minimum order quantities
• Line changeover flexibility
• Lead times
• Capacity during seasonal demand spikes
• Ability to scale with you

C. Product quality and consistency

For a branded launch, consistency matters as much as cost.

Look for:

• Batch-to-batch consistency
• Ingredient sourcing stability
• Texture, aroma, color, and fill weight control
• Can integrity, seal quality, and pack appearance
• Defect rates and complaint history
• Retain sample program and shelf-life validation

Request:

• Samples from multiple production lots
• Shelf-life data
• Finished product specs
• Internal quality standards

D. Formulation and technical support

A strong supplier helps you create a better product, not just fill a package.

Evaluate whether they can help with:

• Formulation development
• Palatability testing
• Nutritional balancing
• Ingredient substitutions during shortages
• Stability testing
• Packaging compatibility

If you’re launching a premium brand, this support can be a major advantage.

E. Commercial terms

Price matters, but don’t compare unit cost alone.

Include:

• Formula development costs
• Tooling / packaging setup fees
• MOQs
• Payment terms
• Freight and warehousing
• Ingredient pass-through clauses
• Price escalation mechanisms
• Currency risk
• Exclusivity or territory restrictions

Calculate landed cost, not just ex-works cost.

F. Brand and strategic fit

A supplier can be “good” but still wrong for your brand.

Consider:

• Do they make products aligned with your positioning?
• Are they willing to support your brand story and packaging needs?
• Can they keep your formula private if needed?
• Do they have conflicts with competing brands?
• Will they be flexible as your product line evolves?

G. Reliability and business stability

You need a partner that will still be here after launch.

Review:

• Financial health
• Ownership structure
• Customer concentration risk
• Supply chain resilience
• Backup raw material sourcing
• Business continuity plans

3) Build a scorecard

Create a weighted comparison to make decisions objectively.

Example weighting:

• Food safety/compliance: 25%
• Manufacturing capability: 20%
• Quality consistency: 20%
• Commercial terms: 15%
• Technical support: 10%
• Strategic fit: 5%
• Business stability: 5%

Score each supplier 1–5 on each category, then multiply by the weights.

4) Request the right samples and documentation

Don’t choose based on a single sample can.

Ask for:

• Samples from different batches
• Finished product specs
• Nutrition panel and formulation summary
• Ingredient statement
• Shelf-life data
• Packaging specs
• Certificates and audits
• Test results for microbiology and contaminants

Then test for:

• Palatability
• Visual consistency
• Seal integrity
• Can swelling / defects
• Shelf stability
• Consumer acceptance

5) Visit the facility if possible

A site visit can reveal a lot:

• Cleanliness and housekeeping
• Segregation of raw and finished product
• Pest control
• Process control
• Staff training
• Maintenance practices
• Traceability demonstrations
• Lab capabilities
• How they handle nonconforming product

If you can’t visit, do a third-party audit or video walkthrough.

6) Compare suppliers by launch risk

The best supplier is often the one that lowers your launch risk the most.

Red flags:

• Vague answers about compliance
• No proof of thermal process validation
• Poor sample consistency
• Weak traceability
• Slow communication
• Hidden fees or unclear MOQs
• No backup plan for raw material shortages

7) Start with a pilot run

Before committing fully:

• Run a pilot batch
• Test packaging and label fit
• Verify shelf-life and shipping durability
• Check consumer feedback
• Confirm production yield and cost assumptions

A good pilot often saves costly launch mistakes.

8) A practical decision formula

If you’re choosing among several suppliers, prioritize in this order:

1. Can they make a safe, compliant product consistently?
2. Can they meet your product and packaging requirements?
3. Can they scale and support your launch timeline?
4. Do they offer acceptable quality and commercial terms?
5. Do they align with your brand strategy?

If a supplier fails on #1 or #2, they’re usually out. If they pass those, then compare cost, service, and growth potential.

9) What to put in your supplier RFP

Ask suppliers to respond with:

• Company profile and certifications
• Relevant production capabilities
• MOQ and capacity
• Standard lead times
• Formulation and R&D support
• Quality and testing protocols
• Pricing by volume tier
• Packaging options
• Shelf-life data
• References from similar customers
• Sample availability
• Terms and conditions

If you want, I can also give you a supplier evaluation scorecard template for wet/canned cat food or an RFP checklist you can send to manufacturers.