ASA ruling upheldNutripaw: A paid-for Facebook ad for a dog dental care product misleadingly and irresponsibly implied that dogs undergoing veterinary treatment had a high chance of dying, made medicinal claims for an unauthorised product, and made misleading efficacy claims. ASA ruling, August 2026
Nutripaw Vegan All-Itch
Supplement complementary
Is Nutripaw Vegan All-Itch a good dog food?
This is a supplement, not a complete diet, so it is not scored on our 1-100 scale. The ingredient breakdown below shows what is in it; a supplement should be fed alongside, not instead of, a complete diet.
100% of this recipe has no printed percentage. Estimated shares are model estimates, not label facts.
- RecipeNot applicable
- NutritionalNot applicable
- Transparency40
- Safety100
- Evidencelimited50
Complementary semi-moist dry supplement for dogs of all life stages, with gram flour, potato starch and glycerine as the main ingredients.
What the label declares
Active ingredients and quantities as printed by the manufacturer. We record them as stated; we do not assess whether they are effective. Supplements are not scored.
| Active | Declared amount | Basis |
|---|---|---|
| Turmeric | 20 mg | per 2 chews |
| Vitamin E | 4 mg | per 2 chews |
Estimated composition
Typical analysis (as fed)
No analysis recorded yet.
Additives & feeding info
No additives recorded yet.
Storage
not stated
Feeding guide
Under 11Kg: 1 chew/day; 11-23Kg: 2 chews/day; 23-35Kg: 3 chews/day; 35-45Kg: 4 chews/day; Over 45Kg: 5 chews/day.
Reviews
15,000 reviews on this product · 4.9/5
Who is this food for?
Suits
- Labelled by the manufacturer for all lifestages
- Grain-free: no grain ingredients listed
- Single named protein: pork
- Doesn't list chicken, beef, turkey, lamb, fish, venison, duck as ingredients
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. Use the homepage filter to find foods that fit your dog.
Ingredients (15)
| # | As declared | Matched | Category | Tier | Declared % | Est. % |
|---|---|---|---|---|---|---|
| 1 | Garbanzo Flour | Gram flour | carb | good | - | 8.7 |
| 2 | Potato Starch | Potato starch | carb | poor | - | 8.4 |
| 3 | Glycerin | Glycerine | other | medium | - | 8.1 |
| 4 | Brewer's Yeast | Brewer's Yeast | supplement | good | - | 7.8 |
| 5 | Flaxseed Powder | Linseed | veg | good | - | 7.5 |
| 6 | Pea Flour | Pea flour | carb | medium | - | 7.2 |
| 7 | Canola Oil | Rapeseed oil | oil | good | - | 7.0 |
| 8 | Palasurance P D70-250 liquid | unmatched | - | - | - | 6.7 |
| 9 | Ascorbic Acid | Vitamin C | supplement | good | - | 6.4 |
| 10 | Licorice Root | Licorice Root | supplement | medium | - | 6.1 |
| 11 | Sunflower Lecithin | Lecithin | supplement | good | - | 5.8 |
| 12 | Tapicoa Starch | unmatched | - | - | - | 5.5 |
| 13 | Bacon Flavor | Flavor | additive | poor | - | 5.2 |
| 14 | Citric Acid | Citric Acid | additive | medium | - | 4.9 |
| 15 | Tocopheryl Acetate | Vitamin E | supplement | good | - | 4.6 |
Brand
- Website
- https://nutri-paw.com/
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-10-06
- Product page
- nutri-paw.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.
Spotted a mistake in this listing? Report it here and we'll take a look.
Recipe: how the 1-100 score is calculated
Scored with model v3 on 2026-10-06. 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 | 0.5 | 9.191 | +4.72 |
| Carb share of dry matter | 19.2% | -0.115 | -2.21 |
| Oil share of dry matter | 8.1% | -0.092 | -0.75 |
| Vegetable share of dry matter | 7.9% | -0.005 | -0.04 |
| Additive share of dry matter | 11.1% | 0.163 | +1.80 |
| Supplement share of dry matter | 28.4% | -0.012 | -0.35 |
| Other share of dry matter | 4.7% | -0.375 | -1.77 |
| Unrecognised share of dry matter | 20.6% | -0.027 | -0.55 |
| Recipe graded poor | 11.5% | -0.065 | -0.75 |
| Number of poor ingredients | 2 | -0.876 | -1.75 |
| Largest single poor ingredient | 7.0% | 0.060 | +0.42 |
| Undeclared quantities | 100.0% | -0.106 | -10.56 |
| Low meat (under 10% of dry matter) | yes | -3.158 | -3.16 |
| Additive penalty | -10.59 | 0.222 | -2.35 |
| Processing multiplier | 0.97 | 33.786 | +32.77 |
| Processing: Dry Semi Moist | yes | -6.174 | -6.17 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 30.909 | +30.91 |
| Average ingredient quality | 0.5 | 9.191 | +4.72 |
| Meat share of dry matter | 0.0% | 0.096 | +0.00 |
| Carb share of dry matter | 19.2% | -0.115 | -2.21 |
| Oil share of dry matter | 8.1% | -0.092 | -0.75 |
| Vegetable share of dry matter | 7.9% | -0.005 | -0.04 |
| Additive share of dry matter | 11.1% | 0.163 | +1.80 |
| Supplement share of dry matter | 28.4% | -0.012 | -0.35 |
| Other share of dry matter | 4.7% | -0.375 | -1.77 |
| Unrecognised share of dry matter | 20.6% | -0.027 | -0.55 |
| Recipe graded poor | 11.5% | -0.065 | -0.75 |
| Poor-quality meat in recipe | 0.0% | -0.179 | +0.00 |
| Number of poor ingredients | 2 | -0.876 | -1.75 |
| Largest single poor ingredient | 7.0% | 0.060 | +0.42 |
| Undeclared quantities | 100.0% | -0.106 | -10.56 |
| 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) | 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 | -10.59 | 0.222 | -2.35 |
| Processing multiplier | 0.97 | 33.786 | +32.77 |
| 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 | yes | -6.174 | -6.17 |
| 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
- -0.05
- Subtotal
- 40.2
- Final score
- 40/100
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.
This is not a complete diet, so the 1-100 rating does not apply to it. Read the recipe breakdown above as ingredient-quality context only.
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
Not applicable to complementary food. FEDIAF reference ranges apply to complete diets.
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 (voluntary) - not on file | 0/20 |
| 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.
50/100 · limited — 2 checkable claims: 2 consistent, 0 contradicted.
Consistent with the label
- "Grain-Free" — supported by the declared grain-free data.
- "Made in UK / EU" — supported by the declared made in the UK data.
23 further claims on file that we cannot check against the label.
Capped by an upheld ASA ruling from the last 3 years: view ruling
Limited: at least one claim contradicts the declared label, or a recent upheld ASA ruling applies.
| Claim | Type | Check | Substantiation |
|---|---|---|---|
| Suitable for dogs of all breeds and ages, including puppies and seniors (on page) | Content | not checkable | Manufacturer assertion |
| Hypoallergenic (on page) | Content | not checkable | Manufacturer assertion |
| Vegan (on page) | Content | not checkable | Manufacturer assertion |
| Meat & Fish Free (on page) | Free-from | not checkable | Manufacturer assertion |
| Dairy-Free (on page) | Free-from | not checkable | Manufacturer assertion |
| Grain-Free (on page) | Free-from | consistent | Manufacturer assertion |
| Natural & Vet Formulated (on page) | Content | not checkable | Manufacturer assertion |
| Vet reviewed formula (on page) | Content | not checkable | Manufacturer assertion |
| Calms Itching In 60 Days (on page) | Functional | not checkable | Manufacturer assertion |
| Made in UK / EU (on page) | Content | consistent | Manufacturer assertion |
| 365-day money-back guarantee (on page) | Content | not checkable | Manufacturer assertion |
| low in fat (on page) | Nutrient | not checkable | Manufacturer assertion |
| UK's #1 All-Itch Formula (on page) | Content | not checkable | Manufacturer assertion |
| 95% of customers love results after 90 days (on page) | Functional | not checkable | Manufacturer assertion |
| 93% love the results after 60 days (on page) | Functional | not checkable | Manufacturer assertion |
| 92% less itching & calmer skin (on page) | Functional | not checkable | Manufacturer assertion |
| 97% would recommend to other dog owners (on page) | Functional | not checkable | Manufacturer assertion |
| Stop Itching Year-Round Support (on page) | Functional | not checkable | Manufacturer assertion |
| Sensitive & Irritated Skin (on page) | Functional | not checkable | Manufacturer assertion |
| Reduce Ear Dirt & Grease (on page) | Functional | not checkable | Manufacturer assertion |
| Prevent Excessive Scratching (on page) | Functional | not checkable | Manufacturer assertion |
| Soothe Itchy Skin & General Discomfort (on page) | Functional | not checkable | Manufacturer assertion |
| Nourish Irritated Skin & Coat (on page) | Functional | not checkable | Manufacturer assertion |
| Supports a healthy balance of gut bacteria for digestive and immune system health (on page) | Functional | not checkable | Manufacturer assertion |
| Rich in Omega-3s to calm itchiness and give a shiny coat (on page) | Functional | 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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