For those who buy into the whole manufactured food thing, it may be nice to know that recent Hill's(TM) publicity announces: "New Improved Hill's(TM) Prescription(TM) Canine r/d(TM) and w/d(TM)". This may seem like good news for dogs.

However, for those more worldly-wise and who like to read further into such announcements, to see what they really mean, this will confirm that the whole concept of 'complete diets' or 'perfectly balanced diets' is seriously flawed.

This is a common publicity stunt in this field, used by other petfood manufacturers, too. The word 'improved' says it all. These diets were supposed to be perfect before. How can you improve what's already touted as scientifically-formulated and providing all you need for your dog? If you can improve it, it wasn't ideal before (yet it was supposed to be your dog's only food). If you can improve it now, how many more improvements will be deemed necessary and be used as an advertising ploy in the future, when really they should show up the whole thing for what it is?

These two diets have even been "changed to a lighter brown colour"! That's nice.

The pet food trade is big business. Marketing follows rules of its own.

[Why not take a look at www.alternativevet.org , while you're here?]