BLEP, a clean-label, human-grade pet food company, has launched a new digital campaign titled #NeverAgain. The nationwide initiative aims to raise awareness among pet owners about common nutritional mistakes and encourage more informed choices.
The campaign centres on a message that many pet owners may be unaware of what is actually in the food they provide to their animals. BLEP intends to highlight issues such as unclear labelling, marketing language, and the absence of ingredient transparency in the pet food industry.
#NeverAgain calls on pet owners to make a series of pledges, such as reading ingredient labels before feeding, questioning vague terms like “chicken flavour,” and avoiding giving pets sugar-laden treats. These pledges aim to encourage a shift in attitude towards better-informed nutrition choices.
BLEP is promoting the campaign through a digital strategy involving content creators, pet care specialists, and pet owners across social media platforms. The campaign includes personal stories tagged with #NeverAgain to illustrate the connection between diet and pet health outcomes.
A user-generated content drive is also part of the campaign. BLEP is offering a ₹5,000 prize for the most impactful #NeverAgain story, encouraging public engagement and shared experiences.
The campaign is supported by health data indicating an increase in preventable conditions among pets. Pet diabetes has increased by 900% in recent decades, while 59% of dogs and 61% of cats in India are overweight or obese. Statistics also show that one in two dogs over the age of ten is likely to develop cancer, and one in five cats is expected to face it during their lifetime.
“Pet parents are doing their best, but many don’t realise what’s actually in the food they’re buying,” said Ravi Rathi, Founder of BLEP. “This campaign is about rejecting blind trust and choosing awareness. It’s not about fear—it’s about clarity, community, and better choices.”
Rathi was inspired to start BLEP after his own dog, Max, developed several health issues while on commercial pet food. After switching to home-cooked meals, Max’s condition improved, which led to the formation of the company.
Outside BLEP, Rathi is involved with animal shelters and local pet adoption efforts. He described the campaign as part of a broader personal goal to improve awareness around pet nutrition.
