Morrisons Chief Dry Adult Dog Food With Chicken & Veg
Dry Extruded · complete
Our verdict
Is Morrisons Chief Dry Adult Dog Food With Chicken & Veg a good dog food?
We score it 36/100 (Poor). The main reasons are set out in "Why you might not" below, and every step of the calculation is shown under "How we calculated this score".
Complete extruded dry food for adult dogs, with cereals, chicken and oils and fats as the main ingredients.
Only part of the analytical constituents are declared, so the nutritional picture is incomplete.
75% 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
- Doesn't list beef, turkey, lamb, fish, venison, pork, duck as ingredients
Consider something else if:
- Your dog avoids chicken: the label lists chicken
- Your dog avoids grain: the label lists cereals
- You need more protein than this: 20.0% on a dry-matter basis is in the low 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 20% · Fat 8.50%
Typical analysis (as fed)
| Nutrient | As fed |
|---|---|
| Protein | 20% |
| Fat | 8.50% |
| Fibre | 3.50% |
| Ash | 8% |
| Omega-3 fatty acids | 0.20% |
| Omega-6 fatty acids | 1.90% |
| Calcium | 2.20% |
Additives & feeding info
Feeding and storage
Storage
Store in a cool, dry place away from direct sunlight. Fold bag once opened.
Feeding guide
Weight up to 5kg: 30g-105g/day; 5-10kg: 105g-180g/day; 10-30kg: 180g-410g/day; 30-50kg: 410g-605g/day. Guide only; adjust for body condition and activity. Introduce gradually over several days. Always provide fresh drinking water.
Additives declared on the label
Nutritional additives
Vitamin A 17,000 IU/kg; Vitamin D₃ 1,500 IU/kg; Vitamin E 70 mg/kg; Iodine (calcium iodate anhydrous) 2.5 mg/kg; Selenium (sodium selenite) 0.1 mg/kg; Copper (copper (II) sulphate pentahydrate) 8 mg/kg; Iron (iron (II) sulphate monohydrate) 60 mg/kg; Manganese (manganese (II) oxide) 50 mg/kg; Zinc (zinc oxide) 100 mg/kg
Technological additives
Antioxidants
Ingredients (6)75% of the recipe is estimated
Estimated composition
- meat 25.0%
- carb 18.8%
- oil 16.9%
- supplement 15.0%
- veg 13.1%
- other 11.3%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Cereals | Cereals | carb · poor | - | 18.8 |
| 2 | 25% Chicken | Chicken | meat · medium | 25 | 25.0 |
| 3 | Oils and Fats | Oils and Fats | oil · poor | - | 16.9 |
| 4 | Minerals | Vitamins and minerals | supplement · medium | - | 15.0 |
| 5 | Vegetables (0.5% Dried Peas equivalent to 4% Peas) | Vegetables | veg · medium | - | 13.1 |
| 6 | Derivatives of Vegetable Origin | Vegetable By-Products | other · poor | - | 11.3 |
- 1. Cereals18.8% estimated
- 2. 25% Chicken25% declared25.0% estimated
- 3. Oils and Fats16.9% estimated
- 4. Minerals15.0% estimated
- 5. Vegetables (0.5% Dried Peas equivalent to 4% Peas)13.1% estimated
- 6. Derivatives of Vegetable Origin11.3% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-09-12
Brand and contact: Morrisons
- Website
- https://www.morrisons.com/
- Contact page
- www.morrisons.com
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-09-12
- Scored with
- Model v3 (methodology)
- Product page
- groceries.morrisons.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.
Brand and retailer reviews
External platform ratings are not scores for this individual recipe.
3 reviews on this product · 4.7/5
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 came in at 36 out of 100. Undeclared ingredient shares, meaning ingredients without printed percentages, contributed -7.9 points. The processing format contributed -6.7 points, while lower-quality ingredients brought the score down by -3. Finally, the overall quality of the ingredient list adjusted the result by -2.9 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 | -0.3 | 9.191 | -2.90 |
| Meat share of dry matter | 9.8% | 0.096 | +0.94 |
| Carb share of dry matter | 23.1% | -0.115 | -2.66 |
| Oil share of dry matter | 23.4% | -0.092 | -2.15 |
| Vegetable share of dry matter | 16.5% | -0.005 | -0.09 |
| Supplement share of dry matter | 19.3% | -0.012 | -0.24 |
| Other share of dry matter | 7.9% | -0.375 | -2.95 |
| Recipe graded poor | 46.9% | -0.065 | -3.05 |
| Number of poor ingredients | 3 | -0.876 | -2.63 |
| Largest single poor ingredient | 18.8% | 0.060 | +1.13 |
| Undeclared quantities | 75.0% | -0.106 | -7.92 |
| Complete diet | yes | 2.294 | +2.29 |
| Low meat (under 10% of dry matter) | yes | -3.158 | -3.16 |
| 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 | -0.3 | 9.191 | -2.90 |
| Meat share of dry matter | 9.8% | 0.096 | +0.94 |
| Carb share of dry matter | 23.1% | -0.115 | -2.66 |
| Oil share of dry matter | 23.4% | -0.092 | -2.15 |
| Vegetable share of dry matter | 16.5% | -0.005 | -0.09 |
| Additive share of dry matter | 0.0% | 0.163 | +0.00 |
| Supplement share of dry matter | 19.3% | -0.012 | -0.24 |
| Other share of dry matter | 7.9% | -0.375 | -2.95 |
| Unrecognised share of dry matter | 0.0% | -0.027 | +0.00 |
| Recipe graded poor | 46.9% | -0.065 | -3.05 |
| Poor-quality meat in recipe | 0.0% | -0.179 | +0.00 |
| Number of poor ingredients | 3 | -0.876 | -2.63 |
| Largest single poor ingredient | 18.8% | 0.060 | +1.13 |
| Undeclared quantities | 75.0% | -0.106 | -7.92 |
| 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 | 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
- +2 transparency bonus
- Subtotal
- 36.0
- Final score
- 36/100
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 | 20 | 22.1 (band 18 to 40%) | 81.2 |
| Fat | 8.5 | 9.4 (band 5.5 to 20%) | 86.1 |
| Fibre | 3.5 | 3.9 (band 0.5 to 5%) | 100 |
| Calcium | 2.2 | 2.4 (band 0.5 to 2.5%) | 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 5 declared nutrients (combined weight 70); undeclared nutrients do not affect the score. Moisture was not declared and was estimated at 9.5% from the food type.
Declared fortification: 9 nutritional additives on the label
- Vitamin A 17,000 IU/kg
- Vitamin D₃ 1,500 IU/kg
- Vitamin E 70 mg/kg
- Iodine (calcium iodate anhydrous) 2.5 mg/kg
- Selenium (sodium selenite) 0.1 mg/kg
- Copper (copper (II) sulphate pentahydrate) 8 mg/kg
- Iron (iron (II) sulphate monohydrate) 60 mg/kg
- Manganese (manganese (II) oxide) 50 mg/kg
- Zinc (zinc oxide) 100 mg/kg
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 (25% of the recipe mass) (voluntary) | 5/20 |
| 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) | 10/10 |
| Manufacturer identity and address (mandatory) | 5/10 |
| Country of manufacture stated (voluntary) | 10/10 |
| Batch and date labelling (mandatory) | 5/5 |
Capped at 60: mandatory items missing (Analytical constituents declared).
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
- "100% Complete and Balanced" — supported by the declared complete and balanced data.
10 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 |
|---|---|---|---|
| Omega 3 & 6 Promotes Healthy Skin & Coat (on pack) | Functional | not checkable | Manufacturer assertion |
| Calcium Supports Strong Teeth & Bones (on pack) | Functional | not checkable | Manufacturer assertion |
| Mmm... Crunchy (on pack) | Content | not checkable | Manufacturer assertion |
| Crafted with Pet Experts (on pack) | Content | not checkable | Manufacturer assertion |
| Adult Complete with Chicken and Vegetables (on pack) | Content | not checkable | Manufacturer assertion |
| 100% Complete and Balanced (on pack) | Content | consistent | Manufacturer assertion |
| With Antioxidants to Support a Healthy Immune System (on pack) | Functional | not checkable | Manufacturer assertion |
| With Fibre to Support Healthy Digestion (on pack) | Functional | not checkable | Manufacturer assertion |
| Developed with Pet Food Experts (on pack) | Content | not checkable | Manufacturer assertion |
| With added vitamins and minerals. (on pack) | Content | not checkable | Manufacturer assertion |
| No Added Artificial Colours or Flavours (on pack) | 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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