Our verdict
Is Lovejoys Pure & Simple Wet Adult a good dog food?
We score it 74/100 (Good). 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 chicken, sweet potatoes and carrots as the main ingredients.
Who is this food for?
Suits
- Labelled by the manufacturer for all lifestages
- Grain-free: no grain ingredients listed
- Single named protein: chicken
- Doesn't list beef, turkey, lamb, fish, venison, pork, duck as ingredients
Consider something else if:
- You are limiting fat: 32.1% 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 10% · Fat 9%
Typical analysis (as fed)
| Nutrient | As fed |
|---|---|
| Protein | 10% |
| Fat | 9% |
| Fibre | 0.50% |
| Ash | 3% |
| Moisture | 72% |
Additives & feeding info
Feeding and storage
Storage
Our Pure and Simple Dry Dog Food Turkey is a complete food and can be fed alone.
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
Additives declared on the label
Technological additives
gelling agent
Ingredients (20)24% of the recipe is estimated
Estimated composition
- meat 65.0%
- supplement 16.7%
- veg 9.8%
- carb 4.0%
- additive 2.3%
- other 2.1%
- oil 0.1%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Chicken (65%) | Chicken | meat · medium | 65 | 65.0 |
| 2 | Sweet Potato (4%) | Sweet Potatoes | carb · good | 4 | 4.0 |
| 3 | Carrot (4%) | Carrots | veg · good | 4 | 4.0 |
| 4 | Peas (1%) | Peas | veg · good | 1 | 1.0 |
| 5 | Broccoli (1%) | Broccoli | veg · good | 1 | 1.0 |
| 6 | 0.1% Parsley | Parsley | veg · good | 0.1 | 0.1 |
| 7 | 0.1% Mint | Mint | veg · good | 0.1 | 0.1 |
| 8 | 0.1% Oregano | Oregano | veg · good | 0.1 | 0.1 |
| 9 | 0.1% Marjoram | Marjoram | veg · good | 0.1 | 0.1 |
| 10 | 0.1% Rosemary | Rosemary | veg · good | 0.1 | 0.1 |
| 11 | Sunflower Oil (0.1%) | Sunflower oil | oil · good | 0.1 | 0.1 |
| 12 | Prebiotic Mannan-Oligosaccharides | Mannanoligosaccharides | supplement · good | - | 3.5 |
| 13 | Seaweed | Seaweed | veg · good | - | 3.3 |
| 14 | Glucosamine | Glucosamine | supplement · good | - | 3.1 |
| 15 | Chondroitin | Chondroitin | supplement · good | - | 2.9 |
| 16 | Yucca Extract | Yucca Schidigera | supplement · good | - | 2.7 |
| 17 | Cranberry Extract | Cranberry Extract | supplement · good | - | 2.5 |
| 18 | Yeast Extract | Hydrolysed Yeast | additive · medium | - | 2.3 |
| 19 | Derivatives of Vegetable Origin | Vegetable By-Products | other · poor | - | 2.1 |
| 20 | Vitamins & Minerals | Vitamin | supplement · good | - | 1.9 |
- 1. Chicken (65%)65% declared65.0% estimated
- 2. Sweet Potato (4%)4% declared4.0% estimated
- 3. Carrot (4%)4% declared4.0% estimated
- 4. Peas (1%)1% declared1.0% estimated
- 5. Broccoli (1%)1% declared1.0% estimated
- 6. 0.1% Parsley0.1% declared0.1% estimated
- 7. 0.1% Mint0.1% declared0.1% estimated
- 8. 0.1% Oregano0.1% declared0.1% estimated
- 9. 0.1% Marjoram0.1% declared0.1% estimated
- 10. 0.1% Rosemary0.1% declared0.1% estimated
- 11. Sunflower Oil (0.1%)0.1% declared0.1% estimated
- 12. Prebiotic Mannan-Oligosaccharides3.5% estimated
- 13. Seaweed3.3% estimated
- 14. Glucosamine3.1% estimated
- 15. Chondroitin2.9% estimated
- 16. Yucca Extract2.7% estimated
- 17. Cranberry Extract2.5% estimated
- 18. Yeast Extract2.3% estimated
- 19. Derivatives of Vegetable Origin2.1% estimated
- 20. Vitamins & Minerals1.9% 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?
The overall score is 74 out of 100. The overall quality of the ingredient list contributed +6.4 points, and the meat content contributed +4.2 points. Ingredients without printed percentages reduced the score by -2.6, while being labelled nutritionally complete added +2.3 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 | +6.41 |
| Meat share of dry matter | 43.6% | 0.096 | +4.19 |
| Carb share of dry matter | 2.4% | -0.115 | -0.28 |
| Oil share of dry matter | 0.2% | -0.092 | -0.02 |
| Vegetable share of dry matter | 9.4% | -0.005 | -0.05 |
| Additive share of dry matter | 5.0% | 0.163 | +0.82 |
| Supplement share of dry matter | 36.7% | -0.012 | -0.45 |
| Other share of dry matter | 2.6% | -0.375 | -0.96 |
| Recipe graded poor | 2.1% | -0.065 | -0.14 |
| Number of poor ingredients | 1 | -0.876 | -0.88 |
| Largest single poor ingredient | 2.1% | 0.060 | +0.13 |
| Undeclared quantities | 24.4% | -0.106 | -2.58 |
| Complete diet | yes | 2.294 | +2.29 |
| High meat (30%+ of dry matter) | yes | 0.707 | +0.71 |
| Additive penalty | -2.79 | 0.222 | -0.62 |
| 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 | 0.7 | 9.191 | +6.41 |
| Meat share of dry matter | 43.6% | 0.096 | +4.19 |
| Carb share of dry matter | 2.4% | -0.115 | -0.28 |
| Oil share of dry matter | 0.2% | -0.092 | -0.02 |
| Vegetable share of dry matter | 9.4% | -0.005 | -0.05 |
| Additive share of dry matter | 5.0% | 0.163 | +0.82 |
| Supplement share of dry matter | 36.7% | -0.012 | -0.45 |
| Other share of dry matter | 2.6% | -0.375 | -0.96 |
| Unrecognised share of dry matter | 0.0% | -0.027 | +0.00 |
| Recipe graded poor | 2.1% | -0.065 | -0.14 |
| Poor-quality meat in recipe | 0.0% | -0.179 | +0.00 |
| Number of poor ingredients | 1 | -0.876 | -0.88 |
| Largest single poor ingredient | 2.1% | 0.060 | +0.13 |
| Undeclared quantities | 24.4% | -0.106 | -2.58 |
| 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 | -2.79 | 0.222 | -0.62 |
| 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
- 73.5
- Final score
- 74/100
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 | 10 | 35.7 (band 18 to 40%) | 100 |
| Fat | 9 | 32.1 (band 5.5 to 20%) | 100 |
| Fibre | 0.5 | 1.8 (band 0.5 to 5%) | 87.1 |
Scored over 3 declared nutrients (combined weight 50); undeclared nutrients do not affect the score.
No nutritional additives section declared on the label.
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 (75.6% of the recipe mass) (voluntary) | 15.1/20 |
| Analytical constituents declared (mandatory) | 15/15 |
| Additives declared (mandatory) | 5/10 |
| 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 (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.
Claims on file; none we can check against the label
| Claim | Type | Check | Substantiation |
|---|---|---|---|
| made using farm reared British turkey combined with sweet potato, vegetables and herbs and finished off with some English rapeseed oil (on page) | provenance | not checkable | Manufacturer assertion |
| Natural Additives for Health Support (on page) | Functional | not checkable | Manufacturer assertion |
| grain free dog food (on page) | Content | not checkable | Manufacturer assertion |
| There are no artificial colours, flavours or preservatives in any of our diets. (on page) | Free-from | not checkable | Manufacturer assertion |
| High-Quality Protein (on page) | High/low level | not checkable | Manufacturer assertion |
| Grain-Free Recipe (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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