Fidelis Air Dried Beef Menu
Dry Air Dried · complementaryHigh meatClear label
Our verdict
Is Fidelis Air Dried Beef Menu a good dog food?
This is a complementary food, not a complete diet, so it is not scored on our 1-100 scale. The ingredient breakdown below shows what is in it; a complementary food should be fed alongside, not instead of, a complete diet.
Who is this food for?
Suits
- Labelled by the manufacturer for all lifestages
- Grain-free: no grain ingredients listed
- Doesn't list chicken, turkey, lamb, venison, pork, duck as ingredients
Consider something else if:
- Your dog avoids beef: the label lists beef
- Your dog avoids fish: the label lists salmon oil
- You want a single-protein recipe: this one lists more than one animal protein
- You are limiting fat: 38.0% on a dry-matter basis is in the high band
These points are derived from declared ingredients and analysis, not a substitute for veterinary advice. If your dog has a diagnosed condition, food choice is a medical nutrition decision: speak to your vet. Find foods that fit your dog.
What the label tells us
- The label lists 14 ingredients.
- Names its animal sources (2 named ingredients).
- Uses generic terms (Beef): the specific animal source is not stated.
- Lists no artificial colours or preservatives.
- Prints quantities for 14 ingredients.
Why is this treat not scored?
Our 1 to 100 rating applies to complete diets, so treats and complementary foods are presented as what the label tells us rather than a number that would invite comparison with complete meals.
What should I look for on a treat label?
A short ingredient list, named animal sources instead of generic terms, and no artificial colours or preservatives. Printed quantities are a good transparency signal, though few treat labels provide them.
These points are derived from the published ingredient list, not a rating.
Nutrition and feedingProtein 43% · Fat 35%
Typical analysis (as fed)
| Nutrient | As fed |
|---|---|
| Protein | 43% |
| Fat | 35% |
| Fibre | 2.20% |
| Ash | 6.10% |
| Moisture | 7.80% |
Additives & feeding info
Feeding and storage
Storage
Store in a cool, dry, and dark place – ideally not in direct sunlight or humid rooms. Reseal opened bags tightly and use within a few weeks. Unopened shelf life at least 12 months.
Feeding guide
Feed 1–1.5% of body weight daily. A 20 kg dog receives about 200–300 g per day. Simply open the bag, pour a portion into the bowl, and serve. No soaking or cooking required; always provide fresh drinking water.
No additives recorded yet.
Ingredients (14)14 of 14 percentages printed
Estimated composition
- meat 80.0%
- veg 12.2%
- carb 5.0%
- oil 2.0%
- mineral 0.5%
- supplement 0.3%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | 57% Beef Meat | Beef | meat · medium | 57 | 57.0 |
| 2 | 20% Beef Hearts | Beef Hearts | meat · good | 20 | 20.0 |
| 3 | 3% Beef Liver | Beef Liver | meat · good | 3 | 3.0 |
| 4 | 5% Sweet Potatoes | Sweet Potatoes | carb · good | 5 | 5.0 |
| 5 | 4% Carrots | Carrots | veg · good | 4 | 4.0 |
| 6 | 3.5% Apples | Apples | veg · good | 3.5 | 3.5 |
| 7 | 2% Peas | Peas | veg · good | 2 | 2.0 |
| 8 | 2% Broccoli | Broccoli | veg · good | 2 | 2.0 |
| 9 | 2% Salmon Oil | Salmon Oil | oil · good | 2 | 2.0 |
| 10 | 0.5% Rosehip | Rose Hip | veg · good | 0.5 | 0.5 |
| 11 | 0.5% Algae Lime | Algae Lime | mineral · medium | 0.5 | 0.5 |
| 12 | 0.2% Blueberries | Blueberries | veg · good | 0.2 | 0.2 |
| 13 | 0.2% Brewer's Yeast | Brewer's Yeast | supplement · good | 0.2 | 0.2 |
| 14 | 0.1% Seaweed Powder. | Seaweed Meal | supplement · medium | 0.1 | 0.1 |
- 1. 57% Beef Meat57% declared57.0% estimated
- 2. 20% Beef Hearts20% declared20.0% estimated
- 3. 3% Beef Liver3% declared3.0% estimated
- 4. 5% Sweet Potatoes5% declared5.0% estimated
- 5. 4% Carrots4% declared4.0% estimated
- 6. 3.5% Apples3.5% declared3.5% estimated
- 7. 2% Peas2% declared2.0% estimated
- 8. 2% Broccoli2% declared2.0% estimated
- 9. 2% Salmon Oil2% declared2.0% estimated
- 10. 0.5% Rosehip0.5% declared0.5% estimated
- 11. 0.5% Algae Lime0.5% declared0.5% estimated
- 12. 0.2% Blueberries0.2% declared0.2% estimated
- 13. 0.2% Brewer's Yeast0.2% declared0.2% estimated
- 14. 0.1% Seaweed Powder.0.1% declared0.1% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-09-19
Brand and contact: Fidelis
- Website
- https://fidelisdog.co.uk/
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-09-19
- Product page
- fidelisdog.co.uk
Recall history is presentation-only and never affects the score. Dates are when we recorded the data, not when the manufacturer last changed the recipe.
Brand and retailer reviews
External platform ratings are not scores for this individual recipe.
Spotted a mistake in this listing? Report it here and we'll take a look.
Score details and methodologyCalculations, history and evidence
Recipe: how the 1-100 score is calculated
Scored with model v3 on 2026-10-25. Each component is the feature value for this product multiplied by the model's published coefficient.
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 30.909 | +30.91 |
| Average ingredient quality | 0.7 | 9.191 | +6.41 |
| Meat share of dry matter | 79.4% | 0.096 | +7.62 |
| Carb share of dry matter | 4.4% | -0.115 | -0.51 |
| Oil share of dry matter | 7.0% | -0.092 | -0.65 |
| Vegetable share of dry matter | 6.5% | -0.005 | -0.03 |
| Supplement share of dry matter | 1.0% | -0.012 | -0.01 |
| High meat (30%+ of dry matter) | yes | 0.707 | +0.71 |
| Processing multiplier | 1.08 | 33.786 | +36.49 |
| Processing: Dry Air Dried | yes | 6.331 | +6.33 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 30.909 | +30.91 |
| Average ingredient quality | 0.7 | 9.191 | +6.41 |
| Meat share of dry matter | 79.4% | 0.096 | +7.62 |
| Carb share of dry matter | 4.4% | -0.115 | -0.51 |
| Oil share of dry matter | 7.0% | -0.092 | -0.65 |
| Vegetable share of dry matter | 6.5% | -0.005 | -0.03 |
| Additive share of dry matter | 0.0% | 0.163 | +0.00 |
| Supplement share of dry matter | 1.0% | -0.012 | -0.01 |
| Other share of dry matter | 0.0% | -0.375 | +0.00 |
| Unrecognised share of dry matter | 0.0% | -0.027 | +0.00 |
| Recipe graded poor | 0.0% | -0.065 | +0.00 |
| Poor-quality meat in recipe | 0.0% | -0.179 | +0.00 |
| Number of poor ingredients | 0 | -0.876 | +0.00 |
| Largest single poor ingredient | 0.0% | 0.060 | +0.00 |
| Undeclared quantities | 0.0% | -0.106 | +0.00 |
| Prints ingredient percentages | no | 0.000 | +0.00 |
| Complete diet | no | 2.294 | +0.00 |
| Frozen or chilled fresh | no | 0.000 | +0.00 |
| High meat (30%+ of dry matter) | yes | 0.707 | +0.71 |
| Low meat (under 10% of dry matter) | no | -3.158 | +0.00 |
| High carb and low meat | no | -1.180 | +0.00 |
| Meat share × printed percentages | 0.0 | 0.000 | +0.00 |
| Meat share × fresh | 0.0 | 0.000 | +0.00 |
| Fresh × high meat | 0.0 | 11.084 | +0.00 |
| Additive penalty | 0.00 | 0.222 | +0.00 |
| Processing multiplier | 1.08 | 33.786 | +36.49 |
| Processing: Raw | no | -0.054 | +0.00 |
| Processing: Fresh Chilled | no | -2.354 | +0.00 |
| Processing: Fresh Frozen | no | -2.354 | +0.00 |
| Processing: Fresh Refrigerated | no | 0.000 | +0.00 |
| Processing: Fresh Shelf | no | -0.672 | +0.00 |
| Processing: Dry Freeze Dried | no | 6.629 | +0.00 |
| Processing: Dry Air Dried | yes | 6.331 | +6.33 |
| Processing: Dry Cold Pressed | no | -6.713 | +0.00 |
| Processing: Dry Baked | no | -6.713 | +0.00 |
| Processing: Dry Extruded | no | -6.713 | +0.00 |
| Processing: Dry Semi Moist | no | -6.174 | +0.00 |
| Processing: Dry Muesli | no | -10.146 | +0.00 |
| Processing: Wet Pate | no | -0.672 | +0.00 |
| Processing: Wet Chunks | no | -0.672 | +0.00 |
- Processing-type offset
- +0.28
- Subtotal
- 87.5
- Final score
- 88/100
Contributions are rounded to two decimals, so they may not sum exactly to the subtotal. The full coefficient table is published on the methodology page.
This is not a complete diet, so the 1-100 rating does not apply to it. Read the recipe breakdown above as ingredient-quality context only.
Score history across model versions
The score shown above is always computed with the latest published model. Earlier scores are kept for the record and are never edited or deleted; a scoring change ships as a new model version with a public write-up on the methodology page.
Nutritional: declared analysis vs reference ranges
Not applicable to complementary food. FEDIAF reference ranges apply to complete diets.
Transparency: what the label discloses
How much the manufacturer discloses, measured against the FEDIAF Code of Good Labelling Practice and Regulation 767/2009. Mandatory items dominate the weighting.
| Item | Points |
|---|---|
| Ingredient list on the label (mandatory) | 10/10 |
| Printed percentages on the label (100% of the recipe mass) (voluntary) | 20/20 |
| Analytical constituents declared (mandatory) | 15/15 |
| Additives declared (mandatory) - not on file | 0/10 |
| Energy value declared (voluntary) - not on file | 0/5 |
| Complete/complementary designation (mandatory) | 5/5 |
| Feeding guidance given (mandatory) | 10/10 |
| Manufacturer identity and address (mandatory) | 5/10 |
| Country of manufacture stated (voluntary) | 10/10 |
| Batch and date labelling (mandatory) - not on file | 0/5 |
Capped at 60: mandatory items missing (Additives declared, Batch and date labelling).
Safety: recall history
Recall and safety-notice history, time-decayed. This dimension is shown alongside the score and never feeds the headline number.
No recalls recorded in our database.
See all current recalls we track.
Evidence: what the brand claims, and what supports it
The claims made on the pack and product page, checked against the declared label. We record claims as stated; "consistent" means our stored label data supports the claim, "contradicted" means it conflicts with it. Functional claims are recorded but never scored.
0/100 · limited — 1 checkable claim: 0 consistent, 1 contradicted.
Contradicted by the label
- "Pure Muscle Meat 57% Beef in Food-Grade Quality" — the declared label says otherwise on single protein.
12 further claims on file that we cannot check against the label.
Limited: at least one claim contradicts the declared label, or a recent upheld ASA ruling applies.
| Claim | Type | Check | Substantiation |
|---|---|---|---|
| No more nasty kibble with fillers (on page) | Free-from | not checkable | Manufacturer assertion |
| Complimentary food for dogs (on pack) | Content | not checkable | Manufacturer assertion |
| 80/20 (on pack) | Content | not checkable | Manufacturer assertion |
| Pure Muscle Meat 57% Beef in Food-Grade Quality (on page) | Content | contradicted | Manufacturer assertion |
| Coat & Immune System Natural Salmon Oil (on page) | Functional | not checkable | Manufacturer assertion |
| Rich in omega-3 fatty acids – for a shiny coat, healthy skin, and strong immune defenses (on page) | Functional | not checkable | Manufacturer assertion |
| Supporting the immune system and gut flora (on page) | Functional | not checkable | Manufacturer assertion |
| gently air-dried not cold-pressed or extruded (on page) | Content | not checkable | Manufacturer assertion |
| Fruit & Vegetable Variety Apples, Broccoli & Peas (on page) | Content | not checkable | Manufacturer assertion |
| no additives (on page) | Free-from | not checkable | Manufacturer assertion |
| 100% Natural No Additives. No Compromises. (on page) | Free-from | not checkable | Manufacturer assertion |
| Gentle Energy Sweet Potatoes & Carrots (on page) | Content | not checkable | Manufacturer assertion |
| Power from the Heart 20% Beef Heart & 3% Liver (on page) | Content | not checkable | Manufacturer assertion |
The full scoring method is published. See the methodology for exactly how the headline score and each dimension are calculated.
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