click the boxes
for our reasoning
Animal derivatives
If they don't name it, question it.
Maltodextrin
Cheap bulking agent. Adds volume, not value.
Dextrose
Sugar used to improve taste.
Rice flour
Carb filler in supplements. Not species-appropriate.
Artificial flavour
Masking poor quality ingredients.
Soy protein isolate
Inflates protein numbers cheaply.
Hydrolysed animal protein
Heavily processed flavour enhancer.
Artificial colour
For the humans, not dogs — they don't care about the colour.
Propylene glycol
Keeps treats soft. Not real food.
Corn gluten meal
Cheap protein booster.
Magnesium stearate
Manufacturing lubricant.
Vitamin premix
Used to patch up nutrient-depleted food.
Wheat middlings
Grain industry leftovers.
Superfood blend
Sounds impressive but it's usually just tiny amounts of everything.