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 Dental Formula Water Additive
Supplement · complementary
Our verdict
Is Nutripaw Dental Formula Water Additive 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.
Complementary shelf-stable fresh supplement for dogs of all life stages, with bromelain, chlorophyllin and spirulina as the main ingredients.
100% 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
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 feeding
Typical analysis (as fed)
No analysis recorded yet.
Additives & feeding info
Feeding and storage
Feeding guide
Add 5ml (1 teaspoon) to around 250ml of fresh water daily. If your dog doesn't drink the full amount, keep the same 5ml serving.
No additives recorded yet.
Ingredients (13)100% of the recipe is estimated
Estimated composition
- supplement 41.5%
- veg 34.6%
- other 11.9%
- additive 11.9%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Bromelain | Bromelain | supplement · good | - | 10.0 |
| 2 | Chlorophyllin | Chlorophyllin | supplement · medium | - | 9.6 |
| 3 | Spirulina | Spirulina | veg · good | - | 9.2 |
| 4 | Seed Extract | Seeds | veg · poor | - | 8.8 |
| 5 | Cinnamon | Cinnamon | veg · good | - | 8.5 |
| 6 | Sage | Sage | veg · good | - | 8.1 |
| 7 | Yucca Root | Yucca Schidigera | supplement · good | - | 7.7 |
| 8 | Zinc | Zinc Oxide | supplement · good | - | 7.3 |
| 9 | Vitamin C | Vitamin C | supplement · good | - | 6.9 |
| 10 | Vegetable Glycerin | Glycerine | other · medium | - | 6.5 |
| 11 | Citric Acid | Citric Acid | additive · medium | - | 6.2 |
| 12 | Potassium Sorbate | Potassium Sorbate | additive · medium | - | 5.8 |
| 13 | Water | Water | other | - | 5.4 |
- 1. Bromelain10.0% estimated
- 2. Chlorophyllin9.6% estimated
- 3. Spirulina9.2% estimated
- 4. Seed Extract8.8% estimated
- 5. Cinnamon8.5% estimated
- 6. Sage8.1% estimated
- 7. Yucca Root7.7% estimated
- 8. Zinc7.3% estimated
- 9. Vitamin C6.9% estimated
- 10. Vegetable Glycerin6.5% estimated
- 11. Citric Acid6.2% estimated
- 12. Potassium Sorbate5.8% estimated
- 13. Water5.4% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-10-06
Brand and contact: Nutripaw
- 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.
Brand and retailer reviews
External platform ratings are not scores for this individual recipe.
7,000 reviews on this product · 4.9/5
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
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 | +7.15 |
| Vegetable share of dry matter | 26.1% | -0.005 | -0.13 |
| Additive share of dry matter | 15.2% | 0.163 | +2.47 |
| Supplement share of dry matter | 54.1% | -0.012 | -0.66 |
| Other share of dry matter | 4.6% | -0.375 | -1.73 |
| Recipe graded poor | 8.8% | -0.065 | -0.57 |
| Number of poor ingredients | 1 | -0.876 | -0.88 |
| Largest single poor ingredient | 8.8% | 0.060 | +0.53 |
| Undeclared quantities | 100.0% | -0.106 | -10.56 |
| Low meat (under 10% of dry matter) | yes | -3.158 | -3.16 |
| Additive penalty | -14.31 | 0.222 | -3.18 |
| Processing multiplier | 1.00 | 33.786 | +33.79 |
| Processing: Fresh Shelf | 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 | +7.15 |
| Meat share of dry matter | 0.0% | 0.096 | +0.00 |
| Carb share of dry matter | 0.0% | -0.115 | +0.00 |
| Oil share of dry matter | 0.0% | -0.092 | +0.00 |
| Vegetable share of dry matter | 26.1% | -0.005 | -0.13 |
| Additive share of dry matter | 15.2% | 0.163 | +2.47 |
| Supplement share of dry matter | 54.1% | -0.012 | -0.66 |
| Other share of dry matter | 4.6% | -0.375 | -1.73 |
| Unrecognised share of dry matter | 0.0% | -0.027 | +0.00 |
| Recipe graded poor | 8.8% | -0.065 | -0.57 |
| Poor-quality meat in recipe | 0.0% | -0.179 | +0.00 |
| Number of poor ingredients | 1 | -0.876 | -0.88 |
| Largest single poor ingredient | 8.8% | 0.060 | +0.53 |
| 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 | -14.31 | 0.222 | -3.18 |
| 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 | yes | -0.672 | -0.67 |
| 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 | no | -0.672 | +0.00 |
| Processing: Wet Chunks | no | -0.672 | +0.00 |
- Processing-type offset
- -0.08
- Subtotal
- 53.2
- Final score
- 53/100
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 — 1 checkable claim: 1 consistent, 0 contradicted.
Consistent with the label
- "Vet formulated and made in the UK." — supported by the declared made in the UK data.
29 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 |
|---|---|---|---|
| 1 Sold Every 3 Minutes (on page) | Content | not checkable | Manufacturer assertion |
| 4.9/5 Rated by + Pet Parents (on page) | Content | not checkable | Manufacturer assertion |
| Vet-approved. (on page) | Content | not checkable | Manufacturer assertion |
| Tasteless. (on page) | Content | not checkable | Manufacturer assertion |
| Fuss-free. (on page) | Content | not checkable | Manufacturer assertion |
| Supports clean teeth, fresh breath, and healthy gums in dogs & cats – just add to water! (on page) | Functional | not checkable | Manufacturer assertion |
| Daily oral support, no brushing needed (on page) | Functional | not checkable | Manufacturer assertion |
| Vet Reviewed (on page) | Content | not checkable | Manufacturer assertion |
| Bromelain A natural enzyme that helps break down food particles and support clean teeth. (on page) | Functional | not checkable | Manufacturer assertion |
| Chlorophyllin Helps to neutralise bad breath and maintain oral freshness. (on page) | Functional | not checkable | Manufacturer assertion |
| Spirulina Source of nutrients that supports oral and overall health, including fresh breath. (on page) | Functional | not checkable | Manufacturer assertion |
| Seed Extract Rich in antioxidants that support gum health and manage tartar build-up. (on page) | Functional | not checkable | Manufacturer assertion |
| Cinnamon Contains natural compounds that help maintain fresh breath and a healthy mouth. (on page) | Functional | not checkable | Manufacturer assertion |
| Sage Helps maintain clean teeth and support natural plaque control. (on page) | Functional | not checkable | Manufacturer assertion |
| Yucca Root Helps manage oral odours and supports fresh-smelling breath. (on page) | Functional | not checkable | Manufacturer assertion |
| Zinc Helps maintain healthy gums and helps manage plaque and tartar build-up. (on page) | Functional | not checkable | Manufacturer assertion |
| Vitamin C Supports the immune system and healthy skin. (on page) | Functional | not checkable | Manufacturer assertion |
| Manages Plaque/Tartar (on page) | Functional | not checkable | Manufacturer assertion |
| Tasteless & Odourless (on page) | Content | not checkable | Manufacturer assertion |
| No Brushing Needed (on page) | Content | not checkable | Manufacturer assertion |
| Just Add To Water (on page) | Content | not checkable | Manufacturer assertion |
| Supports Healthy Gums (on page) | Functional | not checkable | Manufacturer assertion |
| Prevents Stinky Breath (on page) | Functional | not checkable | Manufacturer assertion |
| 365-Day Money-Back Guarantee (on page) | Content | not checkable | Manufacturer assertion |
| Vet formulated and made in the UK. (on page) | Content | consistent | Manufacturer assertion |
| Results in 4-6 weeks (on page) | Functional | not checkable | Manufacturer assertion |
| 3,000+ 5-Star Reviews (on page) | Content | not checkable | Manufacturer assertion |
| Loved by 250K+ Owners (on page) | Content | not checkable | Manufacturer assertion |
| UK & EU Made (on page) | Content | not checkable | Manufacturer assertion |
| For Cats & Dogs (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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