Only the finest natural ingredients will do!
The quality of our raw ingredients is key – we use as few ingredients as possible and those that we do use are there because they have health benefits for pets. We have a natural philosophy and never compromise. There are no artificial colours, flavours or preservatives, and we only use ingredients we’d be happy to feed to our own pets and eat ourselves (and we do both!).
We produce naturally hypo-allergenic, low-risk food. If we’re making a lamb and rice dog food, then the only animal protein included will be lamb, not just in the animal protein but also in the fat and the gravy: this is also true for turkey, duck and fish. We also avoid wheat, dairy products, eggs and soya and our foods contain only natural anti-oxidants.
As with all food, the proof of the pudding is in the tasting. We taste test everything ourselves before it’s offered to any four-footed friends. Our team tastes samples taken at regular intervals – we think it all tastes fantastic, but taste is a way of seeing that it’s correct and consistent rather than a tasty snack for us. We also analyse it, of course, but there’s no substitute for taste and smell. We know these foods are OK before they’re ever given to animals.
Our top tip for choosing a food for your pet is to always read the labels carefully. Labelling regulations mean that everything is not always as straightforward as it might appear – the fact that ‘lamb’ is in the name of the food doesn’t necessarily mean that lamb is the only animal protein, or that it is there at more than four per cent. We list all our ingredients individually because we have nothing to hide, and because we believe that the you should know exactly what you are feeding.