Empower your customers to make a genuine impact

Most eco claims in the pet industry focus on one or two headline environmental categories.

But a product's real impact depends on its entire lifecycle and the system it enters – how it's disposed of, what infrastructure exists, and what happens at end of life.

A poo bag that claims to be compostable but goes to landfill isn't compostable in any meaningful sense.

An ingredient that requires intensive water and land use to produce doesn't become sustainable just because it is plant-based.

We always start with the whole story.

For ReSEAcled Poo Bags, that means a full cradle-to-grave Life Cycle Assessment: from raw material extraction through manufacturing, distribution, use, and end of life – conducted by Eco Action, a B Corp-certified sustainability consultancy.

The LCA accounts for the disposal system the bag actually enters, not the one its marketing implies.

We also publish the parts that don't flatter us: the 5% LLDPE stabiliser content, and the two categories where a compostable poo bag marginally outperforms us.

For our supplement range, the same principle applies differently.

We assess each ingredient not just on its own evidence, but in the context of what dogs on complete commercial diets are already receiving.

Supplementation that duplicates existing nutrition adds cost, not value. We weigh evidence over theoretical benefit - and apply the same sustainability scrutiny to ingredients that we apply to packaging and materials.

We hold suppliers to the same standard through a formal Supplier Code of Conduct, aligned with the UN Global Compact, ILO standards, and international human rights frameworks.

It covers environmental permits, waste minimisation, resource consumption, and responsible sourcing – with audit rights for Pet Impact and our retail partners.

We don't just make claims about our own practices. We extend the same standard to the supply chain behind every product we make.

Every ReSEAcled bag sold funds the certified recovery of one bottle's worth (9 grams) of ocean-bound plastic.

Ocean-bound plastic is plastic collected from coastal communities, waterways, and land areas within 50km of a coastline before it reaches the sea.

rePurpose Global, one of the world's leading plastic action platforms, certifies and independently verifies the recovery. They work alongside vetted collection and recycling partners to ensure the plastic is genuinely recovered and processed – not just claimed.

Each tonne of plastic recovered is verified, tracked, and reported.

Pet Impact holds Plastic Negative certification for ReSEAcled Poo Bags and Washable Dog Pads. This means the products fund the recovery of more plastic than used to make them – creating a net negative plastic result.

The counter on this page shows the cumulative total of bottles' worth of ocean-bound plastic recovered to date. It is updated manually from verified recovery data – it is not a projection or estimate.

Certification documentation is available directly from rePurpose Global. We are happy to share our certification records with any retailer or buyer who requests them.

The eco poo bag category has a credibility problem. It’s one of the worst offenders of greenwashing in the pet space.

In 2019, the UK Advertising Standards Authority issued a landmark ruling against a major British pet brand, finding that its use of the term "biodegradable" for dog poo bags was misleading and unsubstantiated. "No testing or evidence of the claims had been provided to demonstrate the bags' ability to biodegrade," the ASA ruled.

The company was found in breach of UK advertising codes and required to remove the advert. Crucially, the ASA also clarified that for a plastic product to claim biodegradability, it must biodegrade significantly faster than conventional plastic in the end-of-life destination it is actually likely to enter – not under controlled laboratory conditions.

Most poo bags go to landfill or incineration. Compostable bags are no exception – no commercial composting infrastructure in the UK accepts dog waste. The word "compostable" on a poo bag describes a process that cannot happen in practice.

Despite the 2019 ruling, the category continued as before. In response, a formal petition has been filed calling for the ASA to ban the words "compostable" and "biodegradable" from dog poo bag packaging entirely, on the grounds that no dog poo bag can currently fulfil either claim in real-world disposal conditions.

Since January 2024, the ASA has expanded its monitoring and enforcement activity on environmental claims across retail. In North America, legal action has been brought against a major poo bag brand over the same category of claims.

The regulatory direction of travel is clear. Retailers stocking bags with unsubstantiated environmental claims carry growing exposure – to customer challenge, press scrutiny, and direct regulatory action.

Pet Impact made a different decision. We don't claim compostable. We don't claim biodegradable.

We claim a certified, quantified outcome – verified ocean-bound plastic recovered per bag, confirmed by rePurpose Global.

That claim has a number behind it, a third-party verification, and a published Life Cycle Assessment. It can withstand scrutiny because it was designed to.

The pet supplement market has no obligation to prove what it claims.

Brands can state that an ingredient "supports joint health" or "promotes digestive wellbeing" with no requirement to disclose the evidence (or absence of it) behind those words.

This creates two structural problems.

The first is ingredient stacking: supplements loaded with ten, fifteen, twenty ingredients; each one theoretically beneficial – but none included at a dose that delivers a meaningful effect.

Second, "sounds good" replaces "works" as the formulation standard. Ingredients are chosen for how they resonate with pet owners, not for what the clinical data supports.

Pet Impact applies a formal evidence-grading framework to every ingredient before it enters our formulations:

Tier 1 – Strong evidence: multiple controlled trials, consistent outcomes, effects demonstrated specifically in dogs. Included with confidence, claimed at full strength, dosed to deliver.

Tier 2 – Moderate evidence: some controlled data, plausible biological mechanism, effects may be modest or variable. Included where the benefit-to-risk profile is favourable, and claims are appropriately modest.

Tier 3 – Weak or no evidence: traditional use only, in vitro data only, or studies in other species not replicated in dogs. We don't include these ingredients – regardless of how commonly they appear in competitor formulations or how well they resonate in marketing

.Cutting out popular ingredients when the evidence isn’t there isn’t always easy to do. We do it, because we’d never put our name to something we couldn’t stand behind.

We also assess each ingredient against what dogs on complete commercial diets are already receiving.

Supplementation that duplicates adequate baseline nutrition benefits the label, not the dog. We factor this in before making any inclusion decision.

A veterinary team of two practising RCVS-registered vets and a veterinary nutritionist reviews the formulation to the standard they would apply in a clinical consult.

We strive to guide pet owners on how to monitor results, because real evidence doesn’t stop at the checkout.