Lovejoys Pure & Simple Grain Free Dry Adult
Dry Extruded · completeHigh meatClear label
Our verdict
Is Lovejoys Pure & Simple Grain Free Dry Adult 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.
Complete extruded dry food for dogs of all life stages, with dehydrated turkey protein, potatoes and sweet potatoes as the main ingredients.
Only part of the analytical constituents are declared, so the nutritional picture is incomplete.
Who is this food for?
Suits
- Labelled by the manufacturer for all lifestages
- Grain-free: no grain ingredients listed
- Doesn't list beef, lamb, venison, pork, duck as ingredients
Consider something else if:
- Your dog avoids chicken: the label lists chicken oil and fat
- Your dog avoids turkey: the label lists dehydrated turkey 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 28% · Fat 16%
Typical analysis (as fed)
| Nutrient | As fed |
|---|---|
| Protein | 28% |
| Fat | 16% |
| Fibre | 3.20% |
| Ash | 8% |
| Omega-3 fatty acids | 0.58% |
| Omega-6 fatty acids | 2.80% |
Additives & feeding info
Feeding and storage
Feeding guide
3-10KG 65-180g Per day 10-20KG 180-300g Per day 20-30KG 300-405g Per day 30KG+ 405-505g Per day Lovejoys Pure & Simple dry food is complete and suitable for all dogs aged 8 weeks and over. Feeding amounts are a guide only, as needs can vary based on breed, age, and activity level. Feed to maintain a healthy, lean body condition, introduce new food gradually, and always ensure fresh, clean water is available. Customer Reviews Based on 4 reviews Write a review 75% (3) 0% (0) 25% (1) 0% (0) 0% (0) C Carmel Vick Pure & Simple Grain Free Lamb
No additives recorded yet.
Ingredients (37)19% of the recipe is estimated
Estimated composition
- carb 42.0%
- meat 38.7%
- veg 12.0%
- supplement 5.1%
- oil 2.2%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Dehydrated Turkey (23%) | Dehydrated turkey protein | meat · good | 23 | 23.0 |
| 2 | Potato (23%) | Potatoes | carb · medium | 23 | 23.0 |
| 3 | Sweet Potato (19%) | Sweet Potatoes | carb · good | 19 | 19.0 |
| 4 | Fresh Turkey (15%) | Turkey | meat · medium | 15 | 15.0 |
| 5 | Peas | Peas | veg · good | - | 0.8 |
| 6 | Alfalfa | Alfalfa | veg · good | - | 0.8 |
| 7 | Chicken Oil | Chicken Oil and Fat | oil · good | - | 0.7 |
| 8 | Rapeseed Oil | Rapeseed oil | oil · good | - | 0.7 |
| 9 | Digest | Digest | meat · poor | - | 0.7 |
| 10 | Yeast Extracts (1.32%) | Yeast | supplement · good | 1.32 | 1.3 |
| 11 | Salmon Oil | Salmon Oil | oil · good | - | 0.7 |
| 12 | Whole Linseed | Linseed | veg · good | - | 0.7 |
| 13 | Minerals | Vitamins and minerals | supplement · medium | - | 0.7 |
| 14 | Prebiotic MOS | Mannanoligosaccharides | supplement · good | - | 0.7 |
| 15 | Prebiotic FOS | Prebiotics | supplement · good | - | 0.7 |
| 16 | Pumpkin | Pumpkin | veg · good | - | 0.6 |
| 17 | Carrots | Carrots | veg · good | - | 0.6 |
| 18 | Apples | Apples | veg · good | - | 0.6 |
| 19 | Tomatoes | Tomato | veg · good | - | 0.6 |
| 20 | Glucosamine | Glucosamine | supplement · good | - | 0.6 |
| 21 | Yucca Extract | Yucca Schidigera | supplement · good | - | 0.6 |
| 22 | Chondroitin | Chondroitin | supplement · good | - | 0.6 |
| 23 | Marigold | Calendula | veg · good | - | 0.6 |
| 24 | Rosemary | Rosemary | veg · good | - | 0.6 |
| 25 | Fennel | Fennel | veg · good | - | 0.5 |
| 26 | Peppermint | Peppermint | veg · good | - | 0.5 |
| 27 | Spinach | Spinach | veg · good | - | 0.5 |
| 28 | Thyme | Thyme | veg · good | - | 0.5 |
| 29 | Marjoram | Marjoram | veg · good | - | 0.5 |
| 30 | Oregano | Oregano | veg · good | - | 0.5 |
| 31 | Parsley | Parsley | veg · good | - | 0.5 |
| 32 | Sage | Sage | veg · good | - | 0.5 |
| 33 | Fenugreek Seeds | Fenugreek | veg · good | - | 0.4 |
| 34 | Comfrey Leaves | Comfrey Leaves | veg · medium | - | 0.4 |
| 35 | Rubbed Mint | Mint | veg · good | - | 0.4 |
| 36 | Green Tea | Green Tea | veg · good | - | 0.4 |
| 37 | Cranberry | Cranberries | veg · good | - | 0.4 |
- 1. Dehydrated Turkey (23%)23% declared23.0% estimated
- 2. Potato (23%)23% declared23.0% estimated
- 3. Sweet Potato (19%)19% declared19.0% estimated
- 4. Fresh Turkey (15%)15% declared15.0% estimated
- 5. Peas0.8% estimated
- 6. Alfalfa0.8% estimated
- 7. Chicken Oil0.7% estimated
- 8. Rapeseed Oil0.7% estimated
- 9. Digest0.7% estimated
- 10. Yeast Extracts (1.32%)1.32% declared1.3% estimated
- 11. Salmon Oil0.7% estimated
- 12. Whole Linseed0.7% estimated
- 13. Minerals0.7% estimated
- 14. Prebiotic MOS0.7% estimated
- 15. Prebiotic FOS0.7% estimated
- 16. Pumpkin0.6% estimated
- 17. Carrots0.6% estimated
- 18. Apples0.6% estimated
- 19. Tomatoes0.6% estimated
- 20. Glucosamine0.6% estimated
- 21. Yucca Extract0.6% estimated
- 22. Chondroitin0.6% estimated
- 23. Marigold0.6% estimated
- 24. Rosemary0.6% estimated
- 25. Fennel0.5% estimated
- 26. Peppermint0.5% estimated
- 27. Spinach0.5% estimated
- 28. Thyme0.5% estimated
- 29. Marjoram0.5% estimated
- 30. Oregano0.5% estimated
- 31. Parsley0.5% estimated
- 32. Sage0.5% estimated
- 33. Fenugreek Seeds0.4% estimated
- 34. Comfrey Leaves0.4% estimated
- 35. Rubbed Mint0.4% estimated
- 36. Green Tea0.4% estimated
- 37. Cranberry0.4% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-09-14
Brand and contact: Lovejoys
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-09-14
- Scored with
- Model v3 (methodology)
- Product page
- lovejoyspetfood.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.
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 a total score of 64 out of 100. The overall quality of the ingredient list contributes +7.1 points to the total, while the processing format contributes -6.7 points. Additionally, the meat content adds +5.3 points, and the carbohydrate content contributes -2.7 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 | 0.8 | 9.191 | +7.14 |
| Meat share of dry matter | 55.6% | 0.096 | +5.34 |
| Carb share of dry matter | 23.0% | -0.115 | -2.65 |
| Oil share of dry matter | 4.8% | -0.092 | -0.44 |
| Vegetable share of dry matter | 5.8% | -0.005 | -0.03 |
| Supplement share of dry matter | 10.3% | -0.012 | -0.13 |
| Recipe graded poor | 0.7% | -0.065 | -0.05 |
| Poor-quality meat in recipe | 0.7% | -0.179 | -0.13 |
| Number of poor ingredients | 1 | -0.876 | -0.88 |
| Largest single poor ingredient | 0.7% | 0.060 | +0.04 |
| Undeclared quantities | 18.7% | -0.106 | -1.97 |
| 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 | 0.8 | 9.191 | +7.14 |
| Meat share of dry matter | 55.6% | 0.096 | +5.34 |
| Carb share of dry matter | 23.0% | -0.115 | -2.65 |
| Oil share of dry matter | 4.8% | -0.092 | -0.44 |
| Vegetable share of dry matter | 5.8% | -0.005 | -0.03 |
| Additive share of dry matter | 0.0% | 0.163 | +0.00 |
| Supplement share of dry matter | 10.3% | -0.012 | -0.13 |
| 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 | 0.7% | -0.065 | -0.05 |
| Poor-quality meat in recipe | 0.7% | -0.179 | -0.13 |
| Number of poor ingredients | 1 | -0.876 | -0.88 |
| Largest single poor ingredient | 0.7% | 0.060 | +0.04 |
| Undeclared quantities | 18.7% | -0.106 | -1.97 |
| 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 | 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
- Subtotal
- 64.3
- 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.
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 | 28 | 30.9 (band 18 to 40%) | 100 |
| Fat | 16 | 17.7 (band 5.5 to 20%) | 100 |
| Fibre | 3.2 | 3.5 (band 0.5 to 5%) | 100 |
| 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 4 declared nutrients (combined weight 60); undeclared nutrients do not affect the score. Moisture was not declared and was estimated at 9.5% from the food type.
No nutritional additives section declared on the label.
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 (81.3% of the recipe mass) (voluntary) | 16.3/20 |
| Analytical constituents declared (mandatory) - not on file | 0/15 |
| 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 (Analytical constituents declared, 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.
33/100 · limited — 3 checkable claims: 1 consistent, 2 contradicted.
Contradicted by the label
- "very digestible 28% protein level" — the declared label says otherwise on high protein.
- "High-Quality Protein" — the declared label says otherwise on high protein.
Consistent with the label
- "Grain-Free Recipe" — supported by the declared grain-free data.
5 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 |
|---|---|---|---|
| Natural Additives for Health Support (on page) | Functional | not checkable | Manufacturer assertion |
| very digestible 28% protein level (on page) | Nutrient | contradicted | Manufacturer assertion |
| There are no artificial colours, flavours or preservatives in any of our products. (on page) | Free-from | not checkable | Manufacturer assertion |
| made using freshly prepared British, grass fed lamb (on page) | Content | not checkable | Manufacturer assertion |
| High meat content (on page) | High/low level | not checkable | Manufacturer assertion |
| High-Quality Protein (on page) | High/low level | contradicted | Manufacturer assertion |
| complete dog food (on page) | Content | not checkable | Manufacturer assertion |
| Grain-Free Recipe (on page) | Free-from | consistent | 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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