GNT brings EXBERRY plant-based colors to pet food: full analysis

GNT is moving EXBERRY® into pet food, launching a dedicated range of plant-based color concentrates for cat and dog products as premiumization and clean-label claims continue to shape formulation decisions. Announced May 18, 2026, the EXBERRY® Pet Food Range is positioned for kibbles, snacks, and treats, and GNT says it delivers color using non-GMO concentrates sourced from fruits, vegetables, and botanicals rather than synthetic dyes. (gnt-group.prezly.com)

The move builds on GNT’s long-standing business in human food and beverage colors, where EXBERRY® has been marketed as a plant-based alternative to additive-style color systems. That background matters because the company is bringing an established technical and regulatory playbook into pet food at a time when manufacturers are under pressure to support “natural” and “no artificial colors” claims. Trade coverage of the launch tied the new range to broader pet care trends including premiumization, health positioning, and pet parent demand for more recognizable ingredients. (gnt-group.prezly.com)

According to GNT and trade reporting, the new pet food range includes concentrates derived from apples, carrots, radishes, turmeric, and spirulina. The company says the ingredients are manufactured using gentle physical processing and no chemical solvents, and that they can create a broad range of shades in finished products. GNT also says the line is fully compliant with applicable EU pet food regulations, an important point for manufacturers navigating Europe’s feed marketing and labeling rules. The European Commission notes that pet food labeling and feed marketing are governed under Regulation (EC) No 767/2009, alongside guidance distinguishing feed materials from feed additives and a code of good labeling practice for pet food. (fei-online.com)

There’s also a regulatory nuance behind the launch. In GNT’s food business, EXBERRY® products are often framed as concentrates or “coloring foods” in markets where the regulatory framework allows that distinction, rather than as additive colors. GNT’s own FAQ says labeling requirements vary by market, and FoodNavigator has previously reported that in the U.S., color ingredients are classified as food additives regardless of whether they come from fruit or vegetables. That means the commercial opportunity may be strongest first in regions where plant-based color concentrates fit more neatly into existing ingredient and labeling expectations. (exberry.com)

Independent expert commentary on this specific launch appears limited so far, but broader industry reaction points in a familiar direction: natural color systems are becoming more relevant as manufacturers move away from some artificial dyes. PetfoodIndustry recently reported that many pet food manufacturers had already shifted toward alternative color ingredients, and it has also noted that color in pet food is primarily about shopper appeal, since the animal itself doesn’t value appearance in the same way. That perspective helps explain why suppliers keep investing in visual formulation tools even when the nutritional impact is secondary. (petfoodindustry.com)

Why it matters: For veterinary professionals, the significance is mostly indirect but still important. Colorants rarely change the nutritional value of a diet, yet they do shape formulation choices, label language, client perception, and the kinds of questions pet parents bring into the exam room. As more brands emphasize recognizable, plant-based ingredients, veterinarians may increasingly be asked to separate visual or marketing features from factors that actually affect health, such as nutrient adequacy, digestibility, safety, and evidence behind the full diet. At the same time, cleaner-label ingredient strategies can influence how manufacturers position premium products, especially in categories like treats and snacks where appearance may play a larger merchandising role. (fei-online.com)

The launch may also signal a broader supplier push into pet food from adjacent human-food ingredient categories. GNT has been expanding geographically and investing in its EXBERRY® platform, and this pet food entry suggests ingredient companies see companion animal products as a viable next market for plant-based, label-friendly technologies. If adoption grows, veterinary teams could see more diets and treats marketed around ingredient transparency and fewer products leaning on conventional synthetic color systems. That’s an inference based on GNT’s expansion strategy and wider industry movement toward alternative color ingredients. (gnt-group.prezly.com)

What to watch: The next signals will be customer adoption, region-specific regulatory positioning, and whether GNT publishes more technical data on stability, palatability, and processing performance in pet food matrices, especially if it pursues broader commercialization outside Europe. (fei-online.com)