HOWND Pumpkin Quinoa & Moringa Dry Dog Superfood
Dry Extruded complete Clear label
Is HOWND Pumpkin Quinoa & Moringa Dry Dog Superfood a good dog food?
We score it 53/100 (Average). This reflects the ingredient quality, composition and label transparency of the recipe as declared on the label.
Why this score?
This recipe achieves an overall score of 53 out of 100 based on several distinct factors. On the positive side, the overall quality of the ingredient list adds +4.5 points, and printing percentages on the label adds +3.2 points. Conversely, the carbohydrate content deducts -9 points, and the processing format deducts -7 points from the final tally.
Only part of the analytical constituents are declared, so the nutritional picture is incomplete.
- Recipe53
- Nutritionallow95
- Transparency58
- Safety100
- Evidencelimited33
The Recipe score measures how attractive and transparent the declared ingredient list is. It is not, by itself, proof that the food is nutritionally appropriate for long-term feeding. The Nutritional and Evidence scores measure what we can verify towards that stronger claim.
Complete extruded dry food for adult dogs, with rice, pea protein and lentils as the main ingredients.
Why you might choose it
- Prints ingredient percentages on the label.
- Nutritionally complete: formulated to be fed as the whole diet.
Why you might not
- Meat makes up an estimated 0% of the dry matter; carbohydrates dominate.
Estimated composition
Typical analysis (as fed)
- Protein
- 28%
- Fat
- 10%
- Fibre
- 2.50%
- Ash
- 7%
- Omega-3 fatty acids
- 0.73%
- Omega-6 fatty acids
- 3.16%
- Calcium
- 1%
- Phosphorus
- 0.80%
Additives & feeding info
Nutritional additives
Vitamin A 24000 IU; Vitamin D3 1650 IU; Vitamin B12 0.04 mg/KG; Vitamin B1 3.5 mg; Vitamin B2 11.6 mg; Vitamin B6 2.3 mg; Vitamin E 350 mg; L-Carnitine 250 mg; Taurine 1350 mg; DL-Methionine 1900 mg; Iodine (potassium iodide) 2 mg; Selenium as Sodium Selenite 0.2 mg; Iron (Ferrous Sulphate Monohydrate) 120 mg; Copper (Cupric Sulphate Pentahydrate) 12 mg; Zinc as Zinc Sulphate Monohydrate 110 mg; Zinc Chelate of Amino Acids Hydrate 25 mg; Manganese (Manganous sulphate monohydrate) 35 mg
Technological additives
(alfa- tocopherols)
Storage
Store in a cool dry place, away from electrical appliances that generate heat, such as radiators, washing machines, tumbler dryers, fridges and freezers.
Who is this food for?
Suits
- Labelled by the manufacturer for adult dogs
- Doesn't list chicken, beef, turkey, lamb, fish, venison, pork, duck as ingredients
Consider something else if:
- Your dog avoids grain: the label lists rice - brown / whole grain
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. Use the homepage filter to find foods that fit your dog.
Ingredients (39)
| # | As declared | Matched | Category | Tier | Declared % | Est. % |
|---|---|---|---|---|---|---|
| 1 | Brown rice (30%) | Rice - brown / whole grain | carb | medium | 30 | 30.0 |
| 2 | Pea Protein concentrate (18%) | Pea protein | carb | medium | 18 | 18.0 |
| 3 | Lentils (11%) | Lentils | veg | good | 11 | 11.0 |
| 4 | Corn Protein meal (8%) | Maize gluten | carb | poor | 8 | 8.0 |
| 5 | carrots | Carrots | veg | good | - | 0.6 |
| 6 | greens beans | unmatched | - | - | - | 0.6 |
| 7 | kohlrabi | Kohlrabi | veg | good | - | 0.5 |
| 8 | Canola | Rapeseed | veg | medium | - | 0.5 |
| 9 | Linseed | Linseed | veg | good | - | 0.5 |
| 10 | Brewer’s Yeast (5.5%) | Yeast | supplement | good | 5.5 | 5.5 |
| 11 | Potato Protein (5%) | Potato protein | carb | medium | 5 | 5.0 |
| 12 | Sweet Potato (4.5%) | Sweet Potatoes | carb | good | 4.5 | 4.5 |
| 13 | Quinoa (3%) | Quinoa | carb | good | 3 | 3.0 |
| 14 | Moringa oleifera (2%) | Moringa Oleifera | veg | good | 2 | 2.0 |
| 15 | Dried Pumpkin (1%) | Pumpkin | veg | good | 1 | 1.0 |
| 16 | Minerals | Vitamins and minerals | supplement | medium | - | 0.5 |
| 17 | Apple fibre | Apple Fibre | fibre | medium | - | 0.5 |
| 18 | Calendula officinalis – Calendula | Calendula | veg | good | - | 0.5 |
| 19 | Salvia officinalis – Sage | Sage | veg | good | - | 0.5 |
| 20 | Trigonella foenum-graecum – Fenugreek | Fenugreek | veg | good | - | 0.5 |
| 21 | Anethum graveolens – Dill | Dill | veg | good | - | 0.5 |
| 22 | Taraxacum officinale – Dandelion | Dandelion Root | veg | good | - | 0.5 |
| 23 | Cichorium inthyvus – Chicory | Chicory | veg | good | - | 0.4 |
| 24 | Thimus mastichina – Marjoram | Marjoram | veg | good | - | 0.4 |
| 25 | Foeniculum vulgare – Fennel | Fennel | veg | good | - | 0.4 |
| 26 | Silybum marianum – Milk Thistle | Milk Thistle | veg | good | - | 0.4 |
| 27 | Camellia sinensis – Green Tea | Green Tea | veg | good | - | 0.4 |
| 28 | Rosmarinum officinalis – Rosemary | Rosemary | veg | good | - | 0.4 |
| 29 | Yucca schidigera | Yucca Schidigera | supplement | good | - | 0.4 |
| 30 | Dried Chicory Root | Chicory root | veg | good | - | 0.4 |
| 31 | Cranberries | Cranberries | veg | good | - | 0.4 |
| 32 | Blueberries | Blueberries | veg | good | - | 0.4 |
| 33 | Citrus extract | Citrus Extract | additive | good | - | 0.3 |
| 34 | Glucosamine hydrochloride | Glucosamine | supplement | good | - | 0.3 |
| 35 | Phytodroitin (0.020%) | unmatched | - | - | 0.02 | 0.02 |
| 36 | Methyl sulfonyl methane | MSM | supplement | good | - | 0.3 |
| 37 | Lichen | unmatched | - | - | - | 0.3 |
| 38 | Natural antioxidants | Antioxidants | additive | poor | - | 0.3 |
| 39 | Probiotics pro-intestinal microbiota | Probiotic | supplement | good | - | 0.3 |
Brand
- Phone
- +44 (0)1254 54545
- Contact page
- www.dogslovehownd.com
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-09-14
- Scored with
- Model v2 (methodology)
- Product page
- dogslovehownd.com
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.
Spotted a mistake in this listing? Report it here and we'll take a look.
Recipe: how the 1-100 score is calculated
Scored with model v2 on 2026-09-22. Each component is the feature value for this product multiplied by the model's published coefficient.
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 32.336 | +32.34 |
| Average ingredient quality | 0.5 | 9.915 | +4.47 |
| Carb share of dry matter | 80.1% | -0.113 | -9.01 |
| Vegetable share of dry matter | 7.3% | -0.002 | -0.01 |
| Additive share of dry matter | 0.8% | 0.177 | +0.15 |
| Supplement share of dry matter | 10.5% | -0.009 | -0.09 |
| Unrecognised share of dry matter | 0.6% | -0.022 | -0.01 |
| Recipe graded poor | 8.3% | -0.045 | -0.37 |
| Number of poor ingredients | 2 | -0.868 | -1.74 |
| Largest single poor ingredient | 8.0% | 0.056 | +0.45 |
| Undeclared quantities | 12.0% | -0.131 | -1.57 |
| Prints ingredient percentages | yes | 3.194 | +3.19 |
| Complete diet | yes | 1.703 | +1.70 |
| Low meat (under 10% of dry matter) | yes | -1.988 | -1.99 |
| High carb and low meat | yes | -1.250 | -1.25 |
| Additive penalty | -0.74 | 0.236 | -0.18 |
| Processing multiplier | 1.00 | 32.336 | +32.34 |
| Processing: Dry Extruded | yes | -6.996 | -7.00 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 32.336 | +32.34 |
| Average ingredient quality | 0.5 | 9.915 | +4.47 |
| Meat share of dry matter | 0.0% | 0.116 | +0.00 |
| Carb share of dry matter | 80.1% | -0.113 | -9.01 |
| Oil share of dry matter | 0.0% | -0.088 | +0.00 |
| Vegetable share of dry matter | 7.3% | -0.002 | -0.01 |
| Additive share of dry matter | 0.8% | 0.177 | +0.15 |
| Supplement share of dry matter | 10.5% | -0.009 | -0.09 |
| Other share of dry matter | 0.0% | -0.371 | +0.00 |
| Unrecognised share of dry matter | 0.6% | -0.022 | -0.01 |
| Recipe graded poor | 8.3% | -0.045 | -0.37 |
| Poor-quality meat in recipe | 0.0% | -0.182 | +0.00 |
| Number of poor ingredients | 2 | -0.868 | -1.74 |
| Largest single poor ingredient | 8.0% | 0.056 | +0.45 |
| Undeclared quantities | 12.0% | -0.131 | -1.57 |
| Prints ingredient percentages | yes | 3.194 | +3.19 |
| Complete diet | yes | 1.703 | +1.70 |
| Frozen or chilled fresh | no | 11.440 | +0.00 |
| High meat (30%+ of dry matter) | no | -0.506 | +0.00 |
| Low meat (under 10% of dry matter) | yes | -1.988 | -1.99 |
| High carb and low meat | yes | -1.250 | -1.25 |
| Meat share × printed percentages | 0.0 | -0.073 | +0.00 |
| Meat share × fresh | 0.0 | -0.339 | +0.00 |
| Fresh × high meat | 0.0 | 16.475 | +0.00 |
| Additive penalty | -0.74 | 0.236 | -0.18 |
| Processing multiplier | 1.00 | 32.336 | +32.34 |
| Processing: Raw | no | 13.322 | +0.00 |
| Processing: Fresh Chilled | no | 7.712 | +0.00 |
| Processing: Fresh Frozen | no | 6.583 | +0.00 |
| Processing: Fresh Refrigerated | no | 4.857 | +0.00 |
| Processing: Fresh Shelf | no | 0.072 | +0.00 |
| Processing: Dry Freeze Dried | no | 11.127 | +0.00 |
| Processing: Dry Air Dried | no | 9.320 | +0.00 |
| Processing: Dry Cold Pressed | no | 4.569 | +0.00 |
| Processing: Dry Baked | no | -2.321 | +0.00 |
| Processing: Dry Extruded | yes | -6.996 | -7.00 |
| Processing: Dry Semi Moist | no | -6.833 | +0.00 |
| Processing: Dry Muesli | no | -10.711 | +0.00 |
| Processing: Wet Pate | no | 2.935 | +0.00 |
| Processing: Wet Chunks | no | 2.292 | +0.00 |
- Processing-type offset
- -0.01
- Additives declared on label
- +2 transparency bonus
- Subtotal
- 53.4
- Final score
- 53/100
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.
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.
| Model | Score | |
|---|---|---|
| v2 | 53/100 | current |
| v1 | 52/100 | |
| v1.9 | 53/100 |
Nutritional: declared analysis vs reference ranges
How the declared analysis compares with FEDIAF reference ranges for adult dogs. The label prints as-fed values; we convert to a dry-matter basis before scoring, and the bands are dry-matter ranges. Scores rise to 100 at the band midpoint: the reference is adequacy, not maximisation. Nutrients with a published upper limit taper again above it; fat is policed through calorie density rather than a direct penalty.
| Nutrient | As fed (label) | Dry matter (scored) | Score |
|---|---|---|---|
| Protein | 28 | 30.4 (band 18 to 40%) | 100 |
| Fat | 10 | 10.9 (band 5.5 to 20%) | 92.2 |
| Fibre | 2.5 | 2.7 (band 0.5 to 5%) | 99.6 |
| Calcium | 1 | 1.1 (band 0.5 to 2.5%) | 87.6 |
| Phosphorus | 0.8 | 0.9 (band 0.4 to 1.6%) | 93.5 |
| Calcium:phosphorus ratio | 1.3 | 1.3 (band 1 to 2%) | 85 |
| Omega fatty acids (omega-6 and omega-3) | - | - | 100 |
Omega fatty acids (omega-6 and omega-3): scored as the mean of its declared components (omega-6 100). The FEDIAF minimum for omega-6 is linoleic acid specifically.
Scored over 7 declared nutrients (combined weight 90); undeclared nutrients do not affect the score. Moisture was not declared and was estimated at 8% from the food type.
Low confidence: partial analysis or moisture estimated from the food type.
This measures agreement with published reference ranges, not suitability for an individual dog. For medical conditions, follow veterinary guidance.
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 (88% of the recipe mass) (voluntary) | 17.6/20 |
| Analytical constituents declared (mandatory) - not on file | 0/15 |
| Additives declared (mandatory) | 10/10 |
| Energy value declared (voluntary) - not on file | 0/5 |
| Complete/complementary designation (mandatory) | 5/5 |
| Feeding guidance given (mandatory) - not on file | 0/10 |
| 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 (Analytical constituents declared, Feeding guidance given, 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 marketing claims made on the pack and product page, and how much evidence sits behind them. We record the claims as stated; we do not assess whether they are true.
| Claim | Type | Substantiation |
|---|---|---|
| Hypoallergenic – suitable for dogs with animal protein intolerances, sensitive digestion, delicate skin, low purine or lower fat diets (on page) | Functional | Manufacturer assertion |
| Pumpkin for Digestive Support – natural fibre to help support healthy digestion and stool consistency (on page) | Functional | Manufacturer assertion |
| Quinoa Plant Protein – provides essential amino acids and slow-release energy (on page) | Functional | Manufacturer assertion |
| balanced plant proteins and essential amino acids (on page) | Nutrient | Manufacturer assertion |
| Moringa Antioxidant Superfood – rich in nutrients that support immune health and vitality (on page) | Functional | Manufacturer assertion |
| Phytodroitin & Glucosamine – support cartilage health, joint comfort and mobility (on page) | Functional | Manufacturer assertion |
| Plant based & cruelty free (on page) | Free-from | Manufacturer assertion |
| nutritionally complete and balanced dry dog food (on page) | Content | Manufacturer assertion |
| free from soya, gluten, GMO, wheat, cereals, fillers, additives, colourings, and preservatives (on page) | Free-from | Manufacturer assertion |
Limited: at least one claim rests on manufacturer assertion alone.
The full scoring method is published. See the methodology for exactly how the headline score and each dimension are calculated.
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