Shares of Freshpet (FRPT) are trading lower on Tuesday after the National Advertising Division recommended the company discontinue certain ads implying its dog food is “human grade.” The decision came in a Fast-Track SWIFT challenge brought by rival The Farmer’s Dog, which argued that several Freshpet video ads conveyed unsupported “human-grade” claims. While some Freshpet statements were upheld, the NAD said the human-grade implications should be pulled, adding pressure in an increasingly competitive fresh-pet-food market.
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