We're building the opposite. An independent, mobile-native ingredient scanner and database — open about how it works, honest about how it makes money, and aligned with veterinary nutrition science rather than marketing copy.
What we believe
- The data should be free. Ingredient analysis, recall alerts, and basic scores are free forever. We never paywall safety.
- The methodology should be open. Our full scoring rubric is published. Any food you scan, you can recompute the score yourself.
- The scores should be independent. No brand pays us to look better. No sponsored placements. No paid rankings.
- The science should come from vets, not bloggers. Our scoring framework is built on WSAVA global nutrition guidelines and peer-reviewed veterinary nutrition research — not blog opinion.
How we make money
Sniff earns affiliate commissions when readers buy products through outbound links to retailers. We use these because the alternative — selling rankings to manufacturers — is the exact conflict of interest that broke the dog-food review category in the first place. Commissions are disclosed adjacent to every link with FTC-compliant "paid link" language, and the editorial firewall is documented in our standards.
Who's building this
Sniff is a small, independent team. We're not VC-backed, we're not part of a pet-retail conglomerate, and we're not owned by a publicly-traded marketing company. The product is built by dog owners who got tired of guessing what was actually in the bag.
Get in touch
General questions and press: hello@getsniff.com. Brand challenges and score corrections: see our brand challenge process.