Our verdict
Is WOW Dog Dry Food with Lamb a good dog food?
We score it 64/100 (Average). This reflects the ingredient quality, composition and label transparency of the recipe as declared on the label.
Only part of the analytical constituents are declared, so the nutritional picture is incomplete.
49% of this recipe has no printed percentage. Estimated shares are model estimates, not label facts.
Who is this food for?
Suits
- Labelled by the manufacturer for adult dogs
- Grain-free: no grain ingredients listed
- Doesn't list beef, venison, pork, duck as ingredients
Consider something else if:
- Your dog avoids chicken: the label lists hydrolysed poultry protein
- Your dog avoids turkey: the label lists hydrolysed poultry protein
- Your dog avoids lamb: the label lists dried lamb protein
- Your dog avoids fish: the label lists salmon oil
- You want a single-protein recipe: this one lists more than one animal protein
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.
Nutrition and feedingProtein 25% · Fat 16%
Typical analysis (as fed)
| Nutrient | As fed | Dry matter | Directory average |
|---|---|---|---|
| Protein | 25% | 32.90% | 37.69% (137 eligible foods) |
| Fat | 16% | 21.10% | 23.89% (134 eligible foods) |
| Fibre | 3% | 3.90% | 3.81% (135 eligible foods) |
| Ash | 7.90% | 10.40% | 8.99% (130 eligible foods) |
| Omega-3 fatty acids | 0.50% | - | - |
| Omega-6 fatty acids | 2% | - | - |
| Calcium | 1.75% | - | - |
| Phosphorus | 1.05% | - | - |
Energy: 380 kcal/100g
Additives & feeding info
Feeding and storage
Feeding guide
Weight 1.5 kg: 30-45 g; 2.5 kg: 45-60 g; 5 kg: 75-100 g; 7.5 kg: 100-140 g; 10 kg: 130-175 g; 20 kg: 220-300 g
Additives declared on the label
Nutritional additives
Vitamin A 15,000 IU/kg; vitamin D3 1,050 IU/kg; vitamin E 150 mg/kg; copper (copper(II) sulphate, pentahydrate) 7 mg/kg; manganese (as manganese(II) oxide) 9 mg/kg; zinc (as zinc oxide) 90 mg/kg; iodine (as calcium iodate, anhydrous) 2.5 mg/kg
Ingredients (15)49% of the recipe is estimated
Estimated composition
- meat 32.0%
- carb 27.3%
- veg 16.6%
- oil 10.1%
- fibre 7.7%
- supplement 6.2%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Dried Lamb Protein 20% | Dried Lamb Protein | meat · good | 20 | 20.0 |
| 2 | Potato | Potatoes | carb · medium | - | 10.3 |
| 3 | Sweet Potato 17% | Sweet Potatoes | carb · good | 17 | 17.0 |
| 4 | Peas | Peas | veg · good | - | 9.5 |
| 5 | Poultry Fat | Poultry Fat | oil · medium | - | 8.6 |
| 6 | Hydrolysed Poultry Proteins 8% | Hydrolysed Poultry Protein | meat · medium | 8 | 8.0 |
| 7 | Dried Poultry Protein 4% | Dehydrated Poultry Proteins | meat · good | 4 | 4.0 |
| 8 | Beet Pulp | Beet Pulp | fibre · medium | - | 7.7 |
| 9 | Salmon Oil 1.5% | Salmon Oil | oil · good | 1.5 | 1.5 |
| 10 | Linseed | Linseed | veg · good | - | 6.9 |
| 11 | Courgette 0.2% | Courgette | veg · good | 0.2 | 0.2 |
| 12 | Carrots 0.1% | Carrots | veg · good | 0.1 | 0.1 |
| 13 | FOS 0.1% | Fructo-oligosaccharides | supplement · good | 0.1 | 0.1 |
| 14 | MOS 0.1% | Mannanoligosaccharides | supplement · good | 0.1 | 0.1 |
| 15 | Yucca Schidigera. | Yucca Schidigera | supplement · good | - | 6.0 |
- 1. Dried Lamb Protein 20%20% declared20.0% estimated
- 2. Potato10.3% estimated
- 3. Sweet Potato 17%17% declared17.0% estimated
- 4. Peas9.5% estimated
- 5. Poultry Fat8.6% estimated
- 6. Hydrolysed Poultry Proteins 8%8% declared8.0% estimated
- 7. Dried Poultry Protein 4%4% declared4.0% estimated
- 8. Beet Pulp7.7% estimated
- 9. Salmon Oil 1.5%1.5% declared1.5% estimated
- 10. Linseed6.9% estimated
- 11. Courgette 0.2%0.2% declared0.2% estimated
- 12. Carrots 0.1%0.1% declared0.1% estimated
- 13. FOS 0.1%0.1% declared0.1% estimated
- 14. MOS 0.1%0.1% declared0.1% estimated
- 15. Yucca Schidigera.6.0% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-09-19
Brand and contact: WOW
- Website
- https://www.wow.pet/
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-09-19
- Scored with
- Model v3 (methodology)
- Product page
- www.wow.pet
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.
Trustpilot: 4.7/5 · 3,216 reviews
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
Why this score?
This recipe achieves an overall score of 64 out of 100 based on several key factors. The overall quality of the ingredient list adds +6.8 points, and the meat content contributes +4.2 points to the total. However, the processing format reduces the score by -6.7 points, and ingredients without printed percentages deducts -5.2 points.
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 | +6.83 |
| Meat share of dry matter | 44.2% | 0.096 | +4.24 |
| Carb share of dry matter | 10.3% | -0.115 | -1.18 |
| Oil share of dry matter | 15.0% | -0.092 | -1.38 |
| Vegetable share of dry matter | 11.5% | -0.005 | -0.06 |
| Supplement share of dry matter | 8.6% | -0.012 | -0.10 |
| Undeclared quantities | 49.0% | -0.106 | -5.17 |
| Complete diet | yes | 2.294 | +2.29 |
| High meat (30%+ of dry matter) | yes | 0.707 | +0.71 |
| Processing multiplier | 0.98 | 33.786 | +33.11 |
| Processing: Dry Extruded | yes | -6.713 | -6.71 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 30.909 | +30.91 |
| Average ingredient quality | 0.7 | 9.191 | +6.83 |
| Meat share of dry matter | 44.2% | 0.096 | +4.24 |
| Carb share of dry matter | 10.3% | -0.115 | -1.18 |
| Oil share of dry matter | 15.0% | -0.092 | -1.38 |
| Vegetable share of dry matter | 11.5% | -0.005 | -0.06 |
| Additive share of dry matter | 0.0% | 0.163 | +0.00 |
| Supplement share of dry matter | 8.6% | -0.012 | -0.10 |
| 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 | 49.0% | -0.106 | -5.17 |
| Prints ingredient percentages | no | 0.000 | +0.00 |
| Complete diet | yes | 2.294 | +2.29 |
| 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 | 0.98 | 33.786 | +33.11 |
| 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 | no | 6.331 | +0.00 |
| Processing: Dry Cold Pressed | no | -6.713 | +0.00 |
| Processing: Dry Baked | no | -6.713 | +0.00 |
| Processing: Dry Extruded | yes | -6.713 | -6.71 |
| 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
- +0.02
- Additives declared on label
- +1 transparency bonus
- Subtotal
- 64.5
- Final score
- 64/100
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.
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 | 25 | 27.6 (band 18.895027624309392 to 40%) | 94.8 |
| Fat | 16 | 17.7 (band 5.773480662983426 to 20%) | 100 |
| Fibre | 3 | 3.3 (band 0.5 to 5%) | 100 |
| Calcium | 1.75 | 1.9 (band 0.5248618784530387 to 2.5%) | 100 |
| Phosphorus | 1.05 | 1.2 (band 0.419889502762431 to 1.6%) | 100 |
| Calcium:phosphorus ratio | 1.7 | 1.7 (band 1 to 2%) | 100 |
| Omega fatty acids (omega-6 and omega-3) | - | - | 100 |
| Energy (kcal/100g) | 380 | 419.9 | 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 8 declared nutrients (combined weight 100); undeclared nutrients do not affect the score. Moisture was not declared and was estimated at 9.5% from the food type.
Declared fortification: 7 nutritional additives on the label
- Vitamin A 15,000 IU/kg
- vitamin D3 1,050 IU/kg
- vitamin E 150 mg/kg
- copper (copper(II) sulphate, pentahydrate) 7 mg/kg
- manganese (as manganese(II) oxide) 9 mg/kg
- zinc (as zinc oxide) 90 mg/kg
- iodine (as calcium iodate, anhydrous) 2.5 mg/kg
Medium confidence: the full five-part analysis is on file; where moisture was not declared it was 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 (51% of the recipe mass) (voluntary) | 10.2/20 |
| Analytical constituents declared (mandatory) - not on file | 0/15 |
| Additives declared (mandatory) | 5/10 |
| Energy value declared (voluntary) | 5/5 |
| 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 (Analytical constituents 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.
100/100 · moderate — 1 checkable claim: 1 consistent, 0 contradicted.
Consistent with the label
- "Complete food for adult dogs of all sizes and breeds" — supported by the declared complete and balanced data.
5 further claims on file that we cannot check against the label.
Moderate: every checkable claim is consistent with the declared label.
| Claim | Type | Check | Substantiation |
|---|---|---|---|
| Lamb is high in protein and low in fat (on page) | Functional | not checkable | Manufacturer assertion |
| With vegetables, vitamins and omega 3 & 6 (on page) | Content | not checkable | Manufacturer assertion |
| Premium quality dry food: rich in lamb (on page) | Content | not checkable | Manufacturer assertion |
| WITHOUT artificial preservatives and flavour enhancers (on page) | Free-from | not checkable | Manufacturer assertion |
| Complete food for adult dogs of all sizes and breeds (on page) | Content | consistent | Manufacturer assertion |
| Made without: grains*, soy, genetic engineering, artificial colours & flavourings or sweeteners (on page) | Free-from | 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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