Hereafter a reaction to a post in Pet E-news. About what people know and understand re. the use of “scientific” language.
I wish to concur with Peter’s point of view. Digestibility may not be in everybody’s daily vocabulary, but I am convinced that it means the right thing to quite a lot of people.
And anyway, why are we becoming obsessed by science?
Every law of physics denies the possibility for bumble-bees to fly; and yet they do.
After some 35 years in pet food I have seen the branding and communication-evolution going from plain health to natural, to meat first, to ancient whatever to anything people may have come up with last week. I do feel pity for the marketers who face the incessant and desperate quest for difference; they are the ones that need to come up with all these pseudo-claims which imply high quality without saying so. And thus the industry is working itself into a funnel and the true points of difference become more marginal every day. Break the routine and look for something bold to say: don’t be different, be special!