🐾 DOGS DON'T DIGEST INGREDIENTS. THEY DIGEST NUTRIENTS. AND WHEN YOU FINALLY UNDERSTAND THAT, YOUR DOG BENEFITS. 🐾
Hello. We are Richard, Emma with Lucy & Deano!
This process builds healthy dogs. There's no version of ignoring it that ends well.
The help or nutritional fix your dog(s) need, through your intelligence and discipline, sits in this BLOG. You just have to read and watch!
Serious dog owners, new puppy owners, if you are serious about your dog's health, then you won't find anything as good and helpful to your furry friend's health. Nothing!!!
We qualified back in 2004. 🎓 But the real magic started in 2016, the year we sat down with The National Research Council's Nutrient Requirements of Dogs and Cats (2006) and actually studied it, properly, page by page. 400 pages. 📚
Why does that matter? Because it's the single greatest piece of canine nutrition research ever produced. Peer reviewed. Written by scholars, not marketing teams. Not imagination. Not wishful thinking. Just Facts. Biology. Nutrition.
Even FEDIAF, The European Pet Food Standards body that governs the food currently sitting in your cupboard, openly states they work to these findings. 🏆So its daft to dismiss it!
It sits right at the top of the nutritional evidence pyramid, and if your vet hasn't read it cover to cover, on this subject, this research outranks their opinion.
Not because vets don't matter, they matter enormously 🩺, but because published, peer reviewed science outranks an unread book every single time.
This is also why this blog is going to be honest with you, not just nice to you. 🙌
We're calling out the owners we want to help, and being upfront that this probably isn't for owners who aren't ready to put the work in. From our own data, and we are spreadsheet and statistic obsessed 🤓📊, that's roughly 4 out of 10 owners we want to deal with. If you're one of them, brilliant, keep reading. If you're not, we'd rather you knew now than after you've wasted another six bags guessing.
Let me elaborate. We've learned one simple fact over the past two decades...
Everyone loves their dog.
Everyone wants the best for their dog.
Everyone is a dog lover, well, four out of ten are...
The other six seem to disappear once they have to do something to prove it.
The other six find a problem for every solution.
The other six look for quick fixes.
The other six will waste your time to the point of deluded distraction.
The other six won't get through 20% of this BLOG, hell, they won't get past 10%.
The other six are driven by ego, fantasy and their imagination. Biology, facts and proper nutrition make the other sixes' heads hurt.
It's all too much for them. But they love their dog, as long as you judge that by their own imagination.
Told you we wanted to be honest!!!
We don't want to deal with the other six, we just feel bad for their dogs that sadly, drew the short straw at the selection process.
Let's be clear about something here, because this isn't about whether you use our food or not, and it's not a dig at anyone feeding anything else.
We're simply pointing out that there are too many dog owners driven by imagination, driven by wishful thinking, who can't be bothered to do the understanding needed to keep a dog genuinely healthy, understanding that experts have spent years researching and getting peer reviewed.
And here's the important bit, those people (The six!) aren't stupid. They aren't thick.
They're just lazy, and more often than not, arrogant with it, and that particular combination simply isn't for us... Exactly the same way facts, biology and proper nutrition simply aren't for them.
We've got over 1,600+ clients on our food right now (as of 11/02/2026) 🐕🐕🐕, and when we say clients, we mean those who've bought 5 or more bags of our food, plus everything free that comes with it.
We will explain this further down. All with exceptionally healthy dogs. Over 80%+ of them came to us with real problems, now gone: fussy eating, loose stools, excessive paw licking, yeast infection, fur loss, rashes, bad breath, excessive runny eyes. To name but a few. 💛✨
🩸 THE DATA BEHIND ALL OF THIS
We also acquired a database of canine blood results well over a decade ago, around 10,800 records when we got it, now grown to 11,400. 📈 These results ran right up to age 14 in dogs, and Emma, with her masters in statistics, checked every single dog that reached that age, then isolated the ones with exceptional blood results. From there we back tracked what they'd been fed, where that information was available, and back tracked it again to the nutrients behind it. 🔍
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Those results are exactly how we decided which foods to promote, how we built our free 1 on 1 weight management page that is free to access, and how we built our spreadsheet numbers bible, the one we give away for free 🎁, that shows every nutrient from the NRC and exactly how your weekly treats shift those numbers up or down.
Dogs don't digest ingredients, they digest nutrients. 💡
What we do is turn you into a nutritionist for as long as you're on our food.
That makes your dog a very lucky dog indeed. 🐕💛 It means it didn't draw the short straw at the selection process you attended! It means it got a good, caring and thoughtful owner!
This page you are on now, is a read and a watch, there are explainer videos throughout 🎥, but if you're serious about your dog's health, that's not going to be a problem, is it. 😉 We did say we're calling out the good owners here.
🍗 OUR FOOD
Three meats. salmon 🐟, chicken 🐔, and lamb 🐑, with the puppy formula in chicken.
(Don't moan about chicken just yet!)
The chicken puppy recipe is identical, ingredient for ingredient, to the adult chicken recipe, just a smaller kibble. Which means you can feed the adult food straight through puppyhood. We'll show you exactly why in a video shortly. 🎬🐾
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
- Investing in scales is very important for your dog. Very! Let us prove it...
We also offer a free 1 on 1 weight management page. 📋 You log your dog's weight and run a couple of quick scores once a week, about 60 seconds of your time. ⏱️
We turn that into charts tracking your dog's basic health.
After 6 weeks, a second line appears, the 6 week rolling average, and we'll show you exactly how to read it and react when it moves. 📉📈
Why does that matter so much? Because if you don't know your dog's current weight, you don't know how much to feed. All you have is a guess, and a guess will always, eventually, get it wrong. ⚖️
You can't see your vet without the receptionist saying, place them on these scales!!!
Yes, that's how important it is.
The NRC raises this as early as pages 11 and 12, and carries the theme through all 400 plus pages that follow. 📖
It also dismantles breed specific feeding claims entirely. Breeds named throughout their own research, from a Dachshund, to a Beagle, a Terrier, a Labrador Retriever, a Greyhound, a Newfoundland, an Irish Wolfhound, right up to a Great Dane 🐾🐾🐾🐾🐾🐾🐾🐾...
all need exactly the same nutrients, in exactly the same ranges.
The only thing that changes is how much food, based purely on weight. A Dachshund doesn't need different nutrition to a Great Dane. It just needs less of it, based on the dog's actual weight. You see. Knowing your dog's weight is very important.
If you don't know your dog's weight, then you don't know how much to feed it, which leaves luck and guessing.
That research is also why we rotate meats, and why we rotate in this order. Lamb, chicken, and salmon, in that priority, based on the strongest results across our own blood data. 🥇🥈🥉
A 4th protein came so far behind the top 3 it genuinely wasn't worth considering.
🔢 THE NUMBERS YOUR DOG'S HEALTH LIVES INSIDE
Canine nutrition is simple once you see it this way. Dogs need 49 nutrients, all sitting inside safe, correct ranges. 22 amino acids, 13 vitamins, 14 minerals.
Every single one matters. ✅
Get just one out of range and you create internal chaos.
A dog cannot thrive with even one nutrient sitting outside where it should be, and the more that go wrong, the more internal stress and strain your dog carries.
It can't tell you in words. But it will show you in red flags. 🚩🚩🚩🚩🚩
Wouldn't it be better to stop those flags appearing in the first place?
If you've read this far, we already know you agree they should never appear.
If you haven't read this far, your dog's red flags are probably already showing, or it's only a matter of time.
See why we're calling people out? 👀
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Now I have to point out here, we often get people telling us their dog lived to 12, 14 or even 16, was blindly fed, or even ate chocolate ☹ So let me answer right now…
That isn't describing nutrition, it isn't describing responsible dog ownership, it's just demonstrating neglect and that dog's personality is or was quite strong….
In spite the fact you demonstrate it drew the short straw at the selection process, it still loved you, and despite the discomfort it would have had, that you ignored, it still wanted to live and be with you…. you just describe why you never deserved the dog.
See why we're calling people out? 👀 The right type of owner does!
💧 WATER SOLUBLE VERSUS FAT SOLUBLE, THE PART NO ONE EXPLAINS PROPERLY
(This is the bit you must understand) 💧
Take vitamin C. It's water soluble. Feed too much, and the body simply urinates the excess out. 💦 It doesn't want to, because it was produced or supplied for a reason, but it can, and it does.
Now the actual problem. Fat soluble vitamins... vitamin A, vitamin D, vitamin E, and vitamin K, along with the minerals that behave the same way, calcium, phosphorus, copper, iron, zinc, iodine, manganese and selenium…
The Marketing doesn't want you to know this, because once you understand it, you will spend less. The Marketing, the Pet Shop, the Market Stall, they cant afford you to know this.
You will feed with biological purpose, not imagination, not bravado and your dog will love you even more than it already does. Your dog gets healthier and your wallet isnt as easy to access!
When these are overfed (fat soluble), and they are overfed constantly, there is no exit. 🚫
Not urinated out.
Not exercised off.
They store in the organs and tissue and build toward toxic, and this, right here, is where so many owners self diagnose an allergy, blame nature, shrug it off as "just one of those things", or point the finger at chicken. 🐔❌
This is exactly why we rotate. Feed the same meat twice a day to a dog that lives 12 years, and that's close to 8,760 bowls 🥣 of the exact same nutrient loading, every single one nudging the same organs in the same direction, for over a decade.
Chicken, like every meat and fish, is built from the same 49 nutrients, so your dog cannot be allergic to nutrients, they're the literal building blocks of life.
But chicken is particularly dense in phosphorus and niacin, and that density, fed relentlessly, is the real problem nobody tells you about.
It's not the chicken causing the reaction in most cases.
It's the constant, repeated overload of what chicken is naturally rich in, quietly pushing organs past what they can comfortably keep processing.
But it's easy to self diagnose, "My dog's allergic to Chicken" when biology spins its head at you, eyebrows meeting in the middle and struggling to comprehend your thought process…
And this is where the daftest phrase in pet nutrition gets wheeled out. "Try a novel protein." 🙄
A rarely used meat gets introduced, one that happens to sit lower in exactly what chicken was high in, and suddenly the organs get a break.
It was never the novel protein performing some miracle.
It was the drop in an overloaded nutrient, finally giving the body room to settle.
Every dog then "hates chicken" and gets labelled accordingly, right up until the new meat, high in something else entirely, creates the exact same story with a different nutrient behind it. See how it works? 🔁
Chicken isn't and never has been the enemy, only a lack of knowledge. In rotation, chicken is a superfood! 🐔🏆
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
This is why those same red flags keep resurfacing:
🚩bad breath
🚩loose stools
🚩 fussy eating
🚩 skin irritation
🚩yeast infections
🚩upset stomachs
🚩low or changed behaviour
🚩constant paw licking
🚩rashes, fur falling out
🚩scooting, eating grass
🚩eating pebbles
🚩eating moss
🚩eating bark
🚩eating other dogs' mess
🚩excessive runny eyes
🚩ear infections
🚩 hot spots
🚩and dull or greasy coats.
To name but a few. 🚩🚩🚩🚩🚩🚩🐾
So, remember this. Dogs don't digest ingredients, they digest nutrients, and those nutrients are governed entirely by numbers.
That's not a strange idea, it's exactly how your own health already works.
Your GP doesn't guess your blood pressure, they want it sitting around 120 over 80.
Your dentist doesn't guess at gum health, they measure pocket depth in millimetres.
The NHS doesn't guess your cholesterol, they want your total under 5, your LDL down, your HDL up.
Your blood glucose has a range.
Your resting heart rate has a range, 60 to 100 beats a minute.
Your body temperature has a range, 36.1 to 37.2 degrees.
Even a new-born baby gets weighed against an NHS growth centile chart within hours of being born.
Every single measure of human health you've ever had checked lives inside a range, not a guess, a range. 🩺
Your dog's health lives inside those same kinds of numbers, just 49 of them instead of one. Health is a range.
Nothing more mysterious than that. 💛
Let's look at the two alternatives, because there really are only two.
Most owners get the food, then start mixing. Wet stirred in with the kibble, a splash of bone broth, a spoon of kefir, a sprinkle of something they saw recommended in a group, a "probiotic" with no stated strain or dose, treats thrown in blindly because the dog gave them a look, and somewhere in there, a star rating pulled from a website that's never once mentioned a nutrient, built entirely on an ingredient list and a guess. 🎯❌
That's most owners.
Then there's the smaller group...
The ones who want to know exactly one thing. What are the numbers. Not the marketing, not the star rating, not the group consensus. Just the numbers. If you've read this far, you already know which owner you are. 🐾
Let me introduce you to our food. 🐾✨
🍗🐑🐟 THE THREE MEATS, AND WHY THEY'RE BUILT THIS WAY
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Every one of our three recipes leads with the same meat in two different forms, dehydrated and fresh, and that split isn't an accident, it's engineered.
Chicken 🐔: Dehydrated Chicken 29%, Fresh Chicken 18%, total meat content 47%.
Lamb 🐑: Dehydrated Lamb 26%, Fresh Lamb 18%, total meat content 44%.
Salmon 🐟: Dehydrated Salmon 24%, Fresh Salmon 18%, total meat content 42%.
Fresh meat carries natural moisture and its own enzymatic activity into the bowl, and that matters more than most owners realise, it's what feeds and supports a healthy, diverse gut flora, the bacterial population doing half the work of turning your dog's food into your dog's health. 🦠 Skip the fresh element entirely, and you're feeding a dog, not a gut.
Dehydrated meat does the opposite job, and does it just as well. Removing the water concentrates the nutrient density into every gram, without the damage extrusion and heavy heat processing does to protein structure. It's how we pack a genuinely high level of amino acids into a kibble that still stores, travels and stays palatable. 🥩
Combine the two, and you get both jobs done at once. Gut support from the fresh, concentrated nutrient density from the dehydrated. That's not marketing language, that's basic food science, and it's exactly why we don't just throw "meat" at a recipe and hope.
There's a criticism that gets wheeled out by people trying to sound clever. "Kibble is cooked, so the nutrients are destroyed." Here's the thing, that's technically true, and also completely misses the point. 🙄
Heat processing does reduce certain heat sensitive nutrients, nobody's pretending otherwise.
What the naïve version of that argument always forgets is that the process accounts for exactly that loss.
The dehydrated meat carries enough concentrated nutrient density on its own to compensate for whatever the cooking reduces, so the nutrients your dog actually needs still land fully inside the NRC's ranges, every time. 📖
And what does the heat actually take out? The unwanted bacteria that raw, untreated meat can carry.
So, the same process that sounds like a flaw to someone who's only understood half the story, is quietly doing two jobs at once, removing risk while the formulation replaces anything lost. That's not a gotcha. That's the entire reason it's built this way. 🐾
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Take our Chicken recipe as the example.
Here are just six of its amino acids, straight from our own numbers.
Arginine, NRC range 3 to 4.8g per 1000kcal, target 3.45, ours lands at 3.43.
Leucine, range 7.7 to 10.3, target 8.9, ours lands at 8.85.
Lysine, range 5.6 to 9, target 6.4, ours lands at 6.3.
Isoleucine, range 3.5 to 4.5, target 4, ours lands at 3.9.
Histidine, range 3.3 to 4.4, target 3.8, ours lands at 3.65.
Methionine, range 5.2 to 6.2, target 5.7, ours lands at 5.45. 🎯
Every single one sitting a whisker from the NRC's own target, not just squeezed inside the range. That's precision, not a lucky bag, and Lamb and Salmon carry their own version of it too, shown meat by meat further down. Chicken isn't and never was the enemy.
A quick word of honesty here, because we'd rather be straight with you than pretend to a precision nobody can promise. These figures are approximations.
Natural batch variation means no two bags of anything, from anyone, are ever perfectly identical, and anyone telling you otherwise is selling you a story, not a fact.
What never moves is the NRC's own range, the window your dog's organs actually depend on. And even allowing for that natural tolerance, our numbers still sit inside the sweet spot, not skimming an edge, not hoping for the best, comfortably inside the exact range where your dog's health actually lives. 🎯🐾
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Every one of those amino acids sits inside the National Research Council's own recommended allowance window (NRC, 2006, Chapter 15), not just scraping the minimum, sitting properly inside the safe range where a dog's body can actually use it. 📖
That's the entire point. Meeting a minimum keeps a dog alive. Sitting inside the correct range is what lets a dog thrive.
And here's the part that should stop your scrolling...
When Emma back tracked our blood database, now 11,400 dogs deep, these were the exact nutrients that came out on top, over and over, in the dogs with the best long term results. 📈 Once something shows up that consistently across that much data, dismissing it isn't scepticism, it's just foolish.
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Here's the bit that genuinely surprised even us. We ranked meat content percentage against blood outcomes across the whole database, and more meat did not mean a healthier dog. Recipes sitting at 70% to 100% meat performed poorly. Recipes sitting at just 28% to 38% meat performed just as poorly, the same weak result from the opposite direction. 📉 And they weren't even the worst of it, homemade diets, some as low as 2.3% meat, and insect based foods, ranked lower still. Recipes in the 55% to 65% range came second.
The best results in the entire database sat in the range our recipes are built in.
So, the next time a bag boasts "70% meat" like it's a badge of honour, ask yourself who that number is actually designed to impress. Not your dog's bloodwork. Us. 🚫🐾
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
🔍 A CLOSER LOOK AT EACH MEAT, purely as an example, not the full list...
🐔 CHICKEN, five to give a flavour of it
Leucine: NRC range 7.7 to 10.3g per 1000kcal. Ours sits at 8.85. (Builds and repairs muscle, and gives your dog real, usable energy)
Calcium: NRC range 0.5 to 6.25g per 1000kcal. Ours sits at 2.9. (Builds strong bones and teeth, and helps the heart and muscles fire properly)
Isoleucine: NRC range 3.5 to 4.5g per 1000kcal. Ours sits at 3.9. (Helps repair muscle, supports a strong immune system, and helps make healthy blood)
Phenylalanine: NRC range 9.2 to 12.3g per 1000kcal. Ours sits at 10.1. (Helps the brain make the chemicals behind mood and alertness, and keeps coat colour rich)
Valine: NRC range 6.8 to 9g per 1000kcal. Ours sits at 7.4. (Works alongside leucine and isoleucine to build muscle and keep energy steady)
🐑 LAMB, five to give a flavour of it
Isoleucine: NRC range 3.5 to 4.5g per 1000kcal. Ours sits at 4.1, right up near the top. (Helps repair muscle, supports a strong immune system, and helps make healthy blood)
Leucine: NRC range 7.7 to 10.3g per 1000kcal. Ours sits at 9.12. (Builds and repairs muscle, and gives your dog real, usable energy)
Histidine: NRC range 3.3 to 4.4g per 1000kcal. Ours sits at 3.9. (Supports tissue growth and repair, healthy blood cells, and protects the nerves)
Phosphorus: NRC range 1 to 4mg per 1000kcal. Ours sits at 2.5. (Works with calcium to build strong bones, and powers every cell's energy supply)
Valine: NRC range 6.8 to 9g per 1000kcal. Ours sits at 7.8. (Works alongside leucine and isoleucine to build muscle and keep energy steady)
🐟 SALMON, five to give a flavour of it
Methionine: NRC range 5.2 to 6.2g per 1000kcal. Ours sits at 6.1, right near the top of what's recommended. (Supports liver health, keeps skin and coat healthy, and helps the body clear out toxins)
Tryptophan: NRC range 1.4 to 1.9g per 1000kcal. Ours sits at 1.8. (Helps the brain make the calm, settled feeling, and supports good sleep)
Potassium: NRC range 1 to 1.5mg per 1000kcal. Ours sits at 1.35. (Keeps muscles and the heart firing correctly, and balances fluid in the body)
Phosphorus: NRC range 1 to 4mg per 1000kcal. Ours sits at 2.9. (Works with calcium to build strong bones, and powers every cell's energy supply)
Lysine: NRC range 5.6 to 9g per 1000kcal. Ours sits at 6.91. (Builds collagen for skin, joints and connective tissue, and supports the immune system)
Look at those three lists again. 👀 Not one single nutrient shows up as a top performer in all three meats. Not one. Chicken leans one way, lamb leans another, salmon leans somewhere else entirely, and nowhere do all three overlap completely.
That's not a coincidence, that's biology simply refusing to repeat itself meat to meat.
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
See the importance of rotation now? Feed one meat forever, and you cap your dog's access to whatever that meat quietly falls short on. Rotate through all three, bag by bag, and you close the gaps a single meat could never close on its own. 🐾
Why has nobody ever told you this before? Because almost nobody in this industry actually looks this closely.
We do, 11,400 dogs deep and growing, and what you just read above is exactly why we rotate lamb, chicken and salmon rather than picking a favourite and sticking with it. That's not an angle. That's the numbers, and they don't lie.
And here's the honest bit. The knowledge you just picked up in the last thirty seconds genuinely improves your dog's health from here on, simply by knowing to rotate with purpose instead of guessing. 💡🐕
Let me introduce you to the rest of the ingredients. 🐾✨
🥕🌿 THE REST OF THE INGREDIENTS
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Sweet Potato 🍠: A gentle, slow releasing energy source that's kind to digestion, and it brings beta carotene along with it, the building block your dog's body converts into vitamin A. Your dog's colon will thank you, and so will the poo bags. 💩
Potato: On its own this looks like a simple, easily digested energy source with a good dose of potassium. But look at it inside our blood data and the same pattern keeps showing up, again and again. When we compare recipes built around potato and sweet potato against recipes leaning on rice, or maize and corn, our own back tracked results consistently favour the potato combination. We're not here to demonise a grain, we're here to report what actually keeps appearing in 11,400 dogs' worth of numbers, and potato and sweet potato working together keep coming out on top. 🥔📈
Chicken Oil: This one is doing far more work than people give it credit for. Yes, it delivers omega 6 fatty acids for a soft, comfortable coat, but it's also a genuinely energy dense fuel source, and here's the bit most owners never hear, without dietary fat like this, your dog cannot properly absorb vitamin A, D, E or K at all. Remember those fat soluble vitamins we told you to understand? This is the ingredient that lets your dog's body actually use them. Paired with the omega 3s from the salmon oil, it also helps keep the whole inflammation response balanced, the quiet, unglamorous ingredient doing some of the heaviest lifting in the whole bag. 🐔✨
Salmon Oil: Omega 3s, EPA and DHA (Eicosapentaenoic Acid and Docosahexaenoic Acid), the two fatty acids behind comfortable joints, a calm inflammation response, and sharp brain and eye function. 🐟
Alfalfa: A natural source of fibre and vitamin K, gently supporting digestion without overloading it.
Peas 🫛: Legumes get a rough ride online, and it's usually noise, not knowledge. There's nothing wrong with a legume, the issue was always proportion, how far up the ingredient list it sits and how much of the bag it actually makes up. Ours sits under 8%, a deliberate, considered amount, doing a small supporting job of fibre and plant protein, nothing more.
Salt is a fair comparison here. Your body needs it to survive, and in the right amount it's simply healthy. Have too much and it becomes a genuine problem. Nobody bans salt from every kitchen in the country over that, they just use it sensibly. Peas work exactly the same way in this bag.
We've had people criticise our peas while proudly naming a well known brand they swear by instead, often gloating like they've just handed us the ultimate gotcha. That gloat tends to collapse rather quickly when we point out their own chosen brand sits at around 20% peas. At that point it's less a gotcha and more a moment to rein in the imagination a little, because plenty of people live smaller, more frustrated lives than they need to, limited not by facts, but by how sure they are of things they never actually checked. 🙄
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Digest: A natural, animal derived flavour enhancer, it's the reason even the fussiest eaters can't help but tuck in. Nothing artificial, just genuine palatability. 😋
Yeast Extract: A quick myth to bust here too, this is not the yeast behind yeast infections. It's a natural flavour and B vitamin source, entirely different biology, entirely safe, and entirely delicious as far as your dog's concerned.
Whole Linseed: Another omega 3 source, working alongside the salmon oil for coat, skin and joint support.
Minerals: The precision top up. This is how every trace mineral lands exactly where the NRC says it should, not a guess, a calculation. 🔬
Seaweed Meal: A natural source of iodine, supporting healthy thyroid function.
Prebiotic MOS (Mannan-Oligosaccharides): Helps trap unwanted bacteria in the gut before it can cause trouble, quietly supporting the immune system from the inside.
Prebiotic FOS (Fructo-Oligosaccharides): Feeds the good bacteria already living in your dog's gut, helping the whole digestive system run smoothly. 🦠
Pumpkin 🎃: A gentle, soothing fibre source, brilliant for keeping stools settled and comfortable.
Carrots 🥕: Naturally sweet, packed with beta carotene, and a genuine favourite with most dogs.
Apples 🍎: A natural source of fibre and vitamin C, a proper antioxidant boost in every bowl.
Tomatoes 🍅: Worth a mention since nightshades get an occasional bad reputation too, the ripe tomato used here brings lycopene, a genuine antioxidant, and vitamin C, in a small, considered amount.
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Glucosamine: Supports joint cartilage, keeping your dog moving comfortably for longer. 🦴
Chondroitin: Works alongside glucosamine, the two of them a genuine partnership for joint health.
Yucca Extract: A natural, traditionally used ingredient known for supporting comfortable digestion.
Marigold: A natural antioxidant, traditionally valued for skin support.
Rosemary: A natural antioxidant that also helps keep the oils in the recipe fresh and stable.
Fennel: Traditionally used to settle and support digestion.
Peppermint and Rubbed Mint: Both support fresh breath and a settled tummy. 🌿
Spinach: A source of iron and vitamin K, included in a genuinely modest amount, moderation again doing the sensible work it always does.
Thyme, Marjoram, Oregano, Sage: A natural herb blend, each bringing their own antioxidant properties to the bowl.
Parsley: Fresh breath support, plus a gentle source of vitamins A, C and K.
Fenugreek Seeds: Traditionally used to support healthy digestion.
Green Tea: A natural source of antioxidants, supporting general wellbeing.
Cranberry: Traditionally associated with urinary tract support, a small but thoughtful inclusion. 🫐
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Every single ingredient in this bag earns its place. Nothing's in there for the label, everything's in there for the nutrient it delivers, in a sensible, considered amount. That's the whole philosophy, in every ingredient, every time. 🐾💛
🐾 WHERE YOUR DOG'S HEALTH ACTUALLY SITS 🐾
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Everything you've just read, every meat, every ingredient, every number, that's not decoration. That's where your dog's health actually sits. Not in a marketing headline.
Not in a Facebook comment from someone who's never opened the NRC once in their life. Right there, in the numbers, every single time. 📖
And this is exactly where marketing, the internet know it all's, and the Karen's of the dog world keep dragging you off course.
Not because they mean harm, most of them genuinely believe what they're typing, but confidence was never the same thing as correctness. Every distraction, every "well my dog's fine on X", every gloating comment, is pulling you away from the one journey your dog is actually desperate for you to stay on.
Because your dog isn't thinking about kibble percentages or trending opinions. It just wants to live as long as it possibly can, at your side. That's the whole journey, right there. 🐕💛
Here's the mindset shift that changes everything. Stop thinking "the ingredients are right, so I'll just shovel more and more down my dog's throat."
That thinking is exactly backwards. It was never about the ingredients. It's about the nutrients inside them, and every single one of those 49 nutrients has a safe range, a floor and a ceiling, not just a floor. Get the amount right, and you've got a thriving dog. Get it wrong in either direction, and you've got a problem building quietly, one meal at a time. And that's what we hand you. All 49, sitting exactly where they should. 🎯
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
Let's make this concrete... A chicken foot. Bone broth. Salmon oil on its own. Even just lamb. Every one of these contains real nutrients, at real levels, and treat brands love reminding you of that.
What they don't mention is the level.
A chicken foot is a genuinely great treat, and it still only delivers roughly a quarter of what your dog actually needs across the full 49. Nowhere close to complete, not because it's a bad treat, because no single ingredient was ever built to be a complete diet on its own. 🦴
Beef liver is the same story from a different angle.
Genuinely an incredible treat, again delivering somewhere around a quarter of what's required, but feed it without proper portioning and you'll push fat soluble nutrients toward genuinely dangerous levels, quickly. 🚫
And that's just two examples out of the thousands and thousands of products constantly marketed at you, every single one shouting "packed with" this, or "everyone's buying" that, or "you must add this to fix that." Rubbish.
These tactics are built to find a simple mind, and they will find one, because they never once mention nutrients. And it's the nutrients, not the marketing line on the packet, that dictate everything, healthy or not. 🎯
Think of your dog's organs like a sponge. 🧽
A sponge does its job beautifully, right up until it's saturated. After that, it can't absorb another drop, it just sits there, overloaded, unable to do anything useful with what keeps getting poured on it. Your dog's organs work exactly the same way.
The numbers governing every nutrient exist for one reason, to keep that sponge working the way it's supposed to, never dry, never drowning. And that's what we give you, numbers built to keep the sponge exactly where it needs to be.
Here's the part that catches even careful owners out. You can get all 49 nutrients perfectly right in the bowl, and then blow the whole thing out of the water with treats, fed blindly, with no idea what they're actually adding on top.
That one blind spot can undo everything the food itself got right...
But we even have a solution for this...Keep reading, because this is more than just a bag of dog food...
So, we give you that too, a free spreadsheet that shows you exactly what nutrients your favourite treats are adding, and how quickly those numbers move once you start layering treats on top of a perfectly balanced bowl.
There's a full video explainer on exactly how to use it further down this page. 🎥📊
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
And food is only ever one part of it.
Hydration matters.
Exercise matters.
Play matters.
Even something as simple as teeth cleaning matters, more than most owners ever realise. 🦷💧🎾
Get the food right and ignore the rest, and you've only done half the job.
But do all of it, food, hydration, exercise, play, teeth, properly, with intention, and we can be friends. 🤝
Do all of it, and as far as we're concerned, you're not just a good dog owner.
You're an elite one. 🏆🐾
And remember, on your first order we supply a feeding guide, how to transition, and a small booklet on what the majority of high quality owners on our food do, like rotation and weight management. There is nothing like the help we provide or the knowledge.
Got a puppy? 🐶 We'll guide you through exactly how the NRC says a puppy should be fed, not a guess, their own published research. It explains clearly that a growing puppy needs a higher level of certain nutrients for roughly the first 6 months, and then those requirements step back down once growth slows.
(The graph above shows this.) Most owners are never even told that shift happens, let alone shown how to track it. We give you the evidence behind it, and a proper way to monitor it as your puppy grows, not a generic puppy formula, a genuine, evidenced transition, followed all the way through.
As far as we've found, nobody else in this industry does that. 📈🐾
Dogs don't digest ingredients, they digest nutrients. 💡
This process builds healthy dogs. There's no version of ignoring it that ends well.
So watch the video below, explaining our 1 to 1 nutritional page.
There is nothing like it. Nothing. And while you are a customer, you get this for FREE, it takes around 60 seconds of your life a week, per dog, and remember, weight is so important towards your dog's health, the NRC mention it within pages of their 400 page study, they repeat and repeat it, and your vet, well, they tell you to put your dog on the scales provided every time you go.
Ok, so once you have good numbers on the 1 to 1 page, we then send this little rough cut diamond, it tells you all the numbers and they change as you add treats, let me show you…
Anyone who goes through this process becomes, quite quickly, a nutritionist, the very best nutritionist their dog(s) could ever have hoped or dreamed of. You will elevate the status your dog already assumes, "Hero".
Your knowledge will be at such a high level, you will give these internet nutritionists (£29.99 Google course qualified) that never mention nutrients or numbers a serious run for their money.
Most won't want to engage with you, and many will run a mile, because you will have rumbled them.
🐾 A GENUINE THANK YOU 🐾
Well done. 👏 Genuinely, well done for reading this far, and well done for watching the videos along the way too. Well done for putting real time into taking something that looks like a minefield, and actually trying to make sense of it.
Here's the truth though. It was never really a minefield.
It just looks like one because misinformation, internet Karens, and marketing departments have spent years making sure it stays that way. Confusion sells.
Clarity doesn't need a marketing budget, it just needs the NRC, page by page, a bit of honesty, and basic intelligence to accept and understand it!!! 📖
This works. Not "we think it works", not "we hope it works".
Hundreds and hundreds of success stories sit behind everything you've just read, real feedback, quality feedback, attached right here on this page for you to see for yourself. 💛
Before we go, we want to show you Roxie.
She's the reason any of this exists. Our beautiful blue Staffordshire Bull Terrier, around 6 or 7 years old when we first started properly improving her nutrition, long before any of what you've just read had a name.
She passed away at 18 years and 2 months old. In her sleep. Curled up in her favourite bed, with her favourite KONG Comfort Duck, the purple one, right beside her, with her best friend Deano just outside our bedroom door. 🐾💛
It was heart-breaking. Of course it was. But she gave us over 18 healthy, happy years. No rush to the vet. No needle. To this day, we have no regrets, because we know, without question, we got something right.
This is Lucy. Our Rottweiler. 6 years old, perfect bloods, and everything we practice, everything we preach on this page, is now what we pass down to her, every single day. We're ready to do exactly the same for you. 🐕💛
We can't guarantee a long life. We can't beat genetics. Our help is only ever as good as your honesty, and only as effective as your discipline. But we can help.
So, contact us. Let's get the journey started properly, together. 🐾
And if you've read every single word of this and still have doubt, if part of you still wants to give ingredients another chance over nutrients, that's completely fine. Genuinely. We tried. 🤝
Just remember.
Dogs don't......
Kindest regards,
Richard and Emma
The Delicious Dog Food Company 🐾💛
PS…
One question we get asked a lot is this.
"Richard, when will I know my nutrition is right?"
It's a brilliant question, and here's the only answer.
"When it's boring. When you weigh constantly and record. When you aren't distracted by flashy lights and outrageous promises. When you want to know the numbers of any potential new treat. When you protect your dog's organs like they are your own. When you do the same thing, every day, without exception. When you follow and protect calm, portioned biology. When it's just boring."
