Clean-label pet food brand BLEP sparks a nationwide movement to end misinformation in pet nutrition through pledges, creator stories, and community-driven action
Delhi, India – 23 June 2025:BLEP, India’s trusted clean-label pet food brand, has unveiled a bold new digital initiative titled #NeverAgain, aimed at challenging misinformation in the pet food industry and advocating for honest, informed nutrition. Through emotionally charged pledges and real stories, the campaign calls on pet parents across the country to rethink how they feed their furry companions.At the core of the #NeverAgain movement lies a powerful message: despite their best intentions, many pet owners unknowingly fall prey to misleading packaging, ambiguous ingredient lists, and deceptive marketing. BLEP is confronting this issue head-on, urging the community to say “never again” to blind trust in commercial pet food.
From pledges like “Never again will I assume ‘chicken flavour’ means real chicken” to “Never again will I treat my pet with sugar-loaded biscuits,” the campaign is designed to awaken awareness and drive lasting change.
Interactive and creator-led, the campaign is being amplified across Instagram and other digital platforms. Influencers, pet wellness experts, and everyday pet parents are sharing their #NeverAgain stories—highlighting the often-overlooked link between conscious feeding and long-term pet health.
To deepen community engagement, BLEP has also launched a nationwide giveaway, rewarding ₹5,000 to the most compelling user-submitted story under the campaign hashtag. The goal is to shift the conversation from brand messaging to grassroots advocacy—where every voice contributes to a broader cultural awakening.
The Hidden Crisis: By the Numbers
Supporting the campaign is a troubling set of statistics:
Pet diabetes in India has spiked 900% in recent decades
59% of dogs and 61% of cats are now overweight or obese
1 in 2 dogs over age 10 is likely to develop cancer
1 in 5 cats faces cancer risk in their lifetime
Ravi Rathi, Founder of BLEP, shared the personal story that inspired both the brand and the campaign:
“Pet parents are doing their best, but many don’t realize what’s actually in the food they’re buying. This campaign isn’t about guilt—it’s about empowerment. It’s about better knowledge, better food, and ultimately, better health for our pets.”
Ravi’s journey began when his dog Max developed severe health issues—despite eating premium commercial food. A return to simple, home-cooked meals led to a remarkable recovery, sparking BLEP’s mission to provide pets with the same quality of food we expect for ourselves.
Today, BLEP continues to drive change beyond the product—supporting pet adoption drives and animal welfare shelters across India.
With #NeverAgain, BLEP reaffirms its belief: conscious care starts with honest food.
To join the movement, follow http://blep.in/
on Instagram and share your #NeverAgain story.