Our verdict
Is Just Be Kind MicroBell Celebration SALE a good dog food?
We score it 62/100 (Average). This reflects the ingredient quality, composition and label transparency of the recipe as declared on the label.
Complete wet paté food for dogs of all life stages, with mushrooms, sweet potatoes and potatoes as the main ingredients.
53% 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 all lifestages
- Grain-free: no grain ingredients listed
- Doesn't list chicken, beef, turkey, lamb, fish, venison, pork, duck as ingredients
Consider something else if:
- You are limiting fat: 20.5% 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.
Nutrition and feedingProtein 7.50% · Fat 4.50%
Typical analysis (as fed)
| Nutrient | As fed |
|---|---|
| Protein | 7.50% |
| Fat | 4.50% |
| Fibre | 1% |
| Ash | 2.50% |
| Moisture | 78% |
Energy: 88 kcal/100g
Additives & feeding info
Feeding and storage
Feeding guide
Body weight / Daily amount for wet trays: 1 - 3 kg: 100 - 300 g; 3 - 8 kg: 300 - 600 g; 8 - 14 kg: 600 - 900 g. Halve the amount when combining wet and dry food.
Additives declared on the label
Nutritional additives
Vitamin A (3a672a) 6000 IU; Vitamin D3 Vegan (3a671) 500 IU; Vitamin E (3a700i) 20 mg; Biotin (3a880) 70 µg; L-Carnitine (3a910) 100 mg; Taurine (3a370) 200 mg; Zinc (3b605) 10 mg; Manganese (3b502) 2 mg; Copper (3b405) 2 mg; Iodine (3b202) 0.3 mg; Selenium (3b801) 0.03 mg
Ingredients (15)53% of the recipe is estimated
Estimated composition
- supplement 34.8%
- carb 34.2%
- veg 30.0%
- oil 1.0%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Porcini Mushroom 23% | Mushrooms | veg · good | 23 | 23.0 |
| 2 | Sweet Potato 8% | Sweet Potatoes | carb · good | 8 | 8.0 |
| 3 | Potato 5% | Potatoes | carb · medium | 5 | 5.0 |
| 4 | Microbial Protein (FeedKind) 3% | Microbial Protein | supplement · good | 3 | 3.0 |
| 5 | Parsnips 3% | Parsnips | veg · good | 3 | 3.0 |
| 6 | Broccoli 2% | Broccoli | veg · good | 2 | 2.0 |
| 7 | Pear 1.5% | Pears | veg · good | 1.5 | 1.5 |
| 8 | Safflower Oil 1% | Safflower Oil | oil · good | 1 | 1.0 |
| 9 | Potato Protein | Potato protein | carb · medium | - | 21.2 |
| 10 | Yeast | Yeast | supplement · good | - | 17.7 |
| 11 | Minerals | Vitamins and minerals | supplement · medium | - | 14.1 |
| 12 | Parsley 0.2% | Parsley | veg · good | 0.2 | 0.2 |
| 13 | Basil 0.1% | Basil | veg · good | 0.1 | 0.1 |
| 14 | Thyme 0.1% | Thyme | veg · good | 0.1 | 0.1 |
| 15 | Fennel 0.08% | Fennel | veg · good | 0.08 | 0.08 |
- 1. Porcini Mushroom 23%23% declared23.0% estimated
- 2. Sweet Potato 8%8% declared8.0% estimated
- 3. Potato 5%5% declared5.0% estimated
- 4. Microbial Protein (FeedKind) 3%3% declared3.0% estimated
- 5. Parsnips 3%3% declared3.0% estimated
- 6. Broccoli 2%2% declared2.0% estimated
- 7. Pear 1.5%1.5% declared1.5% estimated
- 8. Safflower Oil 1%1% declared1.0% estimated
- 9. Potato Protein21.2% estimated
- 10. Yeast17.7% estimated
- 11. Minerals14.1% estimated
- 12. Parsley 0.2%0.2% declared0.2% estimated
- 13. Basil 0.1%0.1% declared0.1% estimated
- 14. Thyme 0.1%0.1% declared0.1% estimated
- 15. Fennel 0.08%0.08% declared0.08% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-09-02
Brand and contact: Just Be Kind
- Website
- https://justbekind.co.uk/
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-09-02
- Scored with
- Model v3 (methodology)
- Product page
- justbekind.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.
Trustpilot: 3.7/5 · 1 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?
The overall score is 62 out of 100. The overall quality of the ingredient list contributed +7.1 points. Ingredients without printed percentages reduced the score by -5.6, being labelled nutritionally complete added +2.3, and the carbohydrate content reduced the score by -2.1.
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 | 0.8 | 9.191 | +7.07 |
| Carb share of dry matter | 18.6% | -0.115 | -2.14 |
| Oil share of dry matter | 2.1% | -0.092 | -0.20 |
| Vegetable share of dry matter | 9.8% | -0.005 | -0.05 |
| Supplement share of dry matter | 69.5% | -0.012 | -0.85 |
| Undeclared quantities | 53.0% | -0.106 | -5.60 |
| Complete diet | yes | 2.294 | +2.29 |
| Low meat (under 10% of dry matter) | yes | -3.158 | -3.16 |
| Processing multiplier | 1.00 | 33.786 | +33.79 |
| Processing: Wet Pate | yes | -0.672 | -0.67 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 30.909 | +30.91 |
| Average ingredient quality | 0.8 | 9.191 | +7.07 |
| Meat share of dry matter | 0.0% | 0.096 | +0.00 |
| Carb share of dry matter | 18.6% | -0.115 | -2.14 |
| Oil share of dry matter | 2.1% | -0.092 | -0.20 |
| Vegetable share of dry matter | 9.8% | -0.005 | -0.05 |
| Additive share of dry matter | 0.0% | 0.163 | +0.00 |
| Supplement share of dry matter | 69.5% | -0.012 | -0.85 |
| 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 | 53.0% | -0.106 | -5.60 |
| 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) | no | 0.707 | +0.00 |
| Low meat (under 10% of dry matter) | yes | -3.158 | -3.16 |
| 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 | 1.00 | 33.786 | +33.79 |
| 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 | 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 | yes | -0.672 | -0.67 |
| Processing: Wet Chunks | no | -0.672 | +0.00 |
- Processing-type offset
- -0.08
- Additives declared on label
- +1 transparency bonus
- Subtotal
- 62.3
- Final score
- 62/100
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.
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 | 7.5 | 34.1 (band 18.000000000000004 to 40%) | 100 |
| Fat | 4.5 | 20.5 (band 5.500000000000001 to 20%) | 100 |
| Fibre | 1 | 4.5 (band 0.5 to 5%) | 100 |
| Energy (kcal/100g) | 88 | 400 | 100 |
Scored over 4 declared nutrients (combined weight 60); undeclared nutrients do not affect the score.
Declared fortification: 11 nutritional additives on the label
- Vitamin A (3a672a) 6000 IU
- Vitamin D3 Vegan (3a671) 500 IU
- Vitamin E (3a700i) 20 mg
- Biotin (3a880) 70 µg
- L-Carnitine (3a910) 100 mg
- Taurine (3a370) 200 mg
- Zinc (3b605) 10 mg
- Manganese (3b502) 2 mg
- Copper (3b405) 2 mg
- Iodine (3b202) 0.3 mg
- Selenium (3b801) 0.03 mg
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 (47% of the recipe mass) (voluntary) | 9.4/20 |
| Analytical constituents declared (mandatory) | 15/15 |
| 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 (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 — 2 checkable claims: 2 consistent, 0 contradicted.
Consistent with the label
- "Vegan, gluten and grain-free: Ideal for dogs with sensitive digestive systems." — supported by the declared grain-free data.
- "Vegan, gluten and grain-free" — supported by the declared grain-free data.
7 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 |
|---|---|---|---|
| Excellent tolerance and hypoallergenic: Perfect for all breeds and age groups. Optimal for dogs with allergies. (on page) | Functional | not checkable | Manufacturer assertion |
| High nutrient density: Supports vitality, strengthens the immune system, and healthy digestion (on page) | Functional | not checkable | Manufacturer assertion |
| High nutrient density: Supports vitality, strengthens the immune system, and promotes digestion. (on page) | Functional | not checkable | Manufacturer assertion |
| Contains sweet potatoes in the dry food as an easily digestible carbohydrate source. (on page) | Content | not checkable | Manufacturer assertion |
| Vegan, gluten and grain-free: Ideal for dogs with sensitive digestive systems. (on page) | Free-from | consistent | Manufacturer assertion |
| bio-identical to animal protein but cruelty-free with NO animal cells (on page) | Free-from | not checkable | Manufacturer assertion |
| Vegan, gluten and grain-free (on page) | Free-from | consistent | Manufacturer assertion |
| completely free of animal ingredients – an ethical solution where no animals need to be killed (on page) | Free-from | not checkable | Manufacturer assertion |
| Tasty complete recipe: Natural ingredients ensure an excellent taste experience (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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