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Look for these icons in-store on product price tags. Learn about what these icons stand for below.
Or shop online to easily filter items that fit your diet or lifestyle—for you, your pet or your home.
These icons help you select products that suit your diet or lifestyle. Click them to learn more.
This icon means that a product that provides a healthy dose of beneficial nutrients relative to a low number of calories. This is super helpful since there’s a lot of math that goes into deciphering Nutrition Facts labels.
This icon represents products which either make a packaging claim that they’re Vegan and/or they’ve been certified Vegan by a third party.
This icon means that a product is considered to be beneficial for digestive health. There are three ways an item may qualify for the Gut Health attribute:
This icon applies to products that contain a plant-based marketing claim and/or contain plant-based ingredients confirmed by our ingredient analysis. More than a diet simply free of animal ingredients, this approach avoids highly refined and processed foods and emphasizes eating whole fruits, vegetables and whole grains.
This icon means that a product excludes questionable ingredients. Following the same standards as we use for our Purely Made line of products, we’ve identified items that do not contain artificial colors, artificial preservatives, artificial flavors, artificial sweeteners, artificial emulsifiers, thickeners, dough conditioners, maturing agents, bleaching, antibiotics or hormones.
This icon represents a product has been verified Heart Healthy Certified by the American Heart Association and/or if it contains a heart healthy marketing claim on its packaging.
This icon represents products that contain quality carbohydrates while also being lower in overall carbs and added sugar.
This icon is for products that are suitable for the Ketogenic Diet. Low in carbs and high in fat, Keto Friendly foods may help change the way your body can be fueled.
A product may qualify for this attribute in one of the following ways:
This icon indicates that a product follows the FDA Nutrient Content Claim regulations for Excellent Protein or contains an Excellent Source of Protein marketing claim. This icon includes all products that pass the FDA disclosure filter for total fat, saturated fat, cholesterol and sodium, plus at least 10 grams per serving of protein or 20% Daily Value of protein according to the nutrition facts panel.
This icon means that a product must not contain added sugar per marketing claim on its packaging and must not contain artificial sweeteners, Stevia or monk fruit extract per our ingredient analysis.
All products qualifying for this icon meet the requirements and restrictions of Kosher law and have been certified Kosher by a third party.
This icon means that a product does not contain grains. This is verified by either our ingredient analysis, if it’s an item that is inherently Grain-Free, and/or if its packaging makes a Grain-Free marketing claim.
This icon indicates that a certifying organization, such as the Non-GMO Project, has verified that a product was produced without the use of genetically modified organisms or GMO ingredients. This icon includes items with packaging making a Non-GMO claim, or have a third-party Non-GMO certification.
This icon means that either an Organic claim was made on the product’s packaging or a qualified third-party has certified it Organic.
This icon means that a product contains a sustainability marketing claim and/or third-party sustainability certification.
This icon applies to all products that certified by a third party as being Whole Grain. Dietary fiber found in Whole Grain foods may lower the risk of heart disease and improve digestion.
This icon represents any product that does not contain gluten, as determined by either a third-party Gluten-Free certification or packaging that makes a Gluten-Free marketing claim.
Your pet may have dietary needs, too. Click to learn about these icons and simplify your product search.
This icon means that a product does not contain grains. This is verified by either our ingredient analysis, of if it’s an item that is inherently Grain-Free, or if its packaging makes a Grain-Free marketing claim. Some pet owners may seek Grain-Free products for their animals because they’re often higher in protein and animal fats than their corn and wheat-based counterparts.
This icon means that a product declares meat as the first ingredient on its packaging or meat is determined as the first ingredient in our ingredient analysis, the item will get this icon. This analysis excludes animal byproducts and includes whole meat sources and meat meals.
This icon indicates that a product’s packaging has made a marketing claim of using raw ingredients. This is a desired attribute for many pet owners looking to feed their animals as closely as they might eat in a non-domesticated setting.
This icon means that a product follows the FDA Nutrient Content Claim regulations for Excellent Protein and/or contain an Excellent Source of Protein marketing claim. This icon includes all products that pass the FDA disclosure filter for total fat, saturated fat, cholesterol and sodium, plus at least 10 grams per serving of protein or 20% Daily Value of protein according to the nutrition facts panel.
With these icons, find items for home and body that align with your priorities. Click them for definitions.
This icon is found with a product if it is free of parabens when we do an ingredient analysis or if the packaging claims that it is Paraben-Free. Our analysis screens for all forms of parabens including methylparaben, ethylparaben, propylparaben, isobutylparaben, butylparaben and benzylparaben.
This icon means that our ingredient analysis determines the absence of phthalates including diethyl phthalate, butyl phthalate, polybutylene terephthalate and dibutyl phthalate OR if a product’s packaging claims that it’s Phthalate-Free. Phthalates are chemical softeners used in wide range of products, and many studies are assessing their potential health risks. When in doubt, leave it out.
This icon means that product excludes quentionable ingredients like pesticides, parabens, phthalates, formaldehyde, oxybenzone, propylene glycol, aluminum and more.
This icon means that a product either makes a marketing claim on its packaging that it is Sulfate-Free, and/or is confirmed to be Sulfate-Free per our ingredient analysis. Our ingredient analysis scans for all surfactant sulfates including but not limited to sodium lauryl sulfate, sodium laureth sulfate, sodium lauryl sulfoacetate, and sodium cocoyl isoethionate.
This icon represents products that have a packaging claim stating that there are no added natural or synthetic fragrances or perfumes.
Nutrition Strategist and Brand Influencer—Yvette Waters, MS, RDN, CISSN—loves connecting you to products you’ll love by leaning into what attributes you care about and analyzing thousands of items.