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Across Europe, there is a noticeable demand for transparency on the ingredients list and ingredients sourcing in pet snacks and treats, and many companies are rising to this demand. IAMS launched Naturally, an 100 percent meat-based product that has it’s ingredients clearly listed on the label. In Italy, Bisco Dog brand not only calls out its locally sourced ingredients on the pack, but also highlights Omega-3 fortification. Finally, Mediterranean Natural brand Serrano calls out GMO-free, high digestibility and gluten free on its packaging.