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 Freeze-Dried Raw Beef
Dry Freeze Dried · completeHigh meatClear label
Our verdict
Is Nutripaw Freeze-Dried Raw Beef a good dog food?
We score it 88/100 (Good). This reflects the ingredient quality, composition and label transparency of the recipe as declared on the label.
Complete freeze-dried food for adult dogs, with beef, sweet potatoes and carrots 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 adult dogs
- Grain-free: no grain ingredients listed
- Single named protein: beef
- Doesn't list chicken, 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)
| Nutrient | As fed |
|---|---|
| Moisture | 2% |
Additives & feeding info
Feeding and storage
Storage
Keep in a cool, dry place in the resealable bag. Once opened, stays fresh for 6 weeks. No refrigeration needed.
Feeding guide
For a 10kg dog ~135g/day; for a 15kg dog ~185g/day. Can be used as a complete meal or a topper. Transition gradually over 7–10 days.
No additives recorded yet.
Ingredients (6)3% of the recipe is estimated
Estimated composition
- meat 82.1%
- veg 11.8%
- carb 6.2%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Beef (80%) | Beef | meat · medium | 80 | 80.0 |
| 2 | Sweet Potato (6%) | Sweet Potatoes | carb · good | 6 | 6.0 |
| 3 | Carrot (4.5%) | Carrots | veg · good | 4.5 | 4.5 |
| 4 | Pea (3%) | Peas | veg · good | 3 | 3.0 |
| 5 | Apple (2%) | Apples | veg · good | 2 | 2.0 |
| 6 | Strawberry (2%) | Strawberries | veg · good | 2 | 2.0 |
- 1. Beef (80%)80% declared80.0% estimated
- 2. Sweet Potato (6%)6% declared6.0% estimated
- 3. Carrot (4.5%)4.5% declared4.5% estimated
- 4. Pea (3%)3% declared3.0% estimated
- 5. Apple (2%)2% declared2.0% estimated
- 6. Strawberry (2%)2% declared2.0% 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
- Scored with
- Model v3 (methodology)
- 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.
Score details and methodologyCalculations, history and evidence
Recipe: how the 1-100 score is calculated
Why this score?
The product reached a score of 88 out of 100. The meat content contributed +8.4 points, and the processing format added +6.6 points. The overall quality of the ingredient list also helped, adding +5.2 points. On the other hand, the carbohydrate content reduced the score by -0.7 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 | 0.6 | 9.191 | +5.17 |
| Meat share of dry matter | 87.4% | 0.096 | +8.39 |
| Carb share of dry matter | 5.9% | -0.115 | -0.67 |
| Vegetable share of dry matter | 6.7% | -0.005 | -0.03 |
| Undeclared quantities | 2.5% | -0.106 | -0.26 |
| High meat (30%+ of dry matter) | yes | 0.707 | +0.71 |
| Processing multiplier | 1.11 | 33.786 | +37.50 |
| Processing: Dry Freeze Dried | yes | 6.629 | +6.63 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 30.909 | +30.91 |
| Average ingredient quality | 0.6 | 9.191 | +5.17 |
| Meat share of dry matter | 87.4% | 0.096 | +8.39 |
| Carb share of dry matter | 5.9% | -0.115 | -0.67 |
| Oil share of dry matter | 0.0% | -0.092 | +0.00 |
| Vegetable share of dry matter | 6.7% | -0.005 | -0.03 |
| Additive share of dry matter | 0.0% | 0.163 | +0.00 |
| Supplement share of dry matter | 0.0% | -0.012 | +0.00 |
| 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 | 0.0% | -0.065 | +0.00 |
| Poor-quality meat in recipe | 0.0% | -0.179 | +0.00 |
| Number of poor ingredients | 0 | -0.876 | +0.00 |
| Largest single poor ingredient | 0.0% | 0.060 | +0.00 |
| Undeclared quantities | 2.5% | -0.106 | -0.26 |
| 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 | 1.11 | 33.786 | +37.50 |
| 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 | yes | 6.629 | +6.63 |
| 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
- +0.06
- Subtotal
- 88.4
- Final score
- 88/100
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
Analytical constituents not declared
No nutritional additives section declared on the label.
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 (97.5% of the recipe mass) (voluntary) | 19.5/20 |
| 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 — 6 checkable claims: 6 consistent, 0 contradicted.
Consistent with the label
- "Grain-free, filler-free nutrition" — supported by the declared grain-free data.
- "FEDIAF/AAFCO approved for adult dogs" — supported by the declared complete and balanced data.
- "Grass-fed, human-grade UK meat" — supported by the declared made in the UK data.
- "Made in UK" — supported by the declared made in the UK data.
- "Single-protein formula (just beef and simple vegetables)" — supported by the declared single protein data.
- "free from grains, common allergens, and artificial additives" — supported by the declared grain-free data.
9 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 |
|---|---|---|---|
| Complete & Balanced Nutrition That Supports Lean Muscle, Healthy Weight, Strong Immunity, And Natural Vitality (on page) | Functional | not checkable | Manufacturer assertion |
| 80% Lean, Fresh, Human-Grade Meat (on page) | Content | not checkable | Manufacturer assertion |
| Vet & Nutritionist Formulated (on page) | Functional | not checkable | Manufacturer assertion |
| Gentle on Sensitive Tummies (on page) | Functional | not checkable | Manufacturer assertion |
| Grain-free, filler-free nutrition (on page) | Free-from | consistent | Manufacturer assertion |
| FEDIAF/AAFCO approved for adult dogs (on page) | Content | consistent | Manufacturer assertion |
| Developed by PhD nutrition experts (on page) | Functional | not checkable | Manufacturer assertion |
| Grass-fed, human-grade UK meat (on page) | Content | consistent | Manufacturer assertion |
| Made in UK (on page) | Content | consistent | Manufacturer assertion |
| Premium grass-fed EU beef muscle meat (on page) | Content | not checkable | Manufacturer assertion |
| High in protein (on page) | High/low level | not checkable | Manufacturer assertion |
| Low in fat (on page) | High/low level | not checkable | Manufacturer assertion |
| Single-protein formula (just beef and simple vegetables) (on page) | Content | consistent | Manufacturer assertion |
| free from grains, common allergens, and artificial additives (on page) | Free-from | consistent | Manufacturer assertion |
| 4.9/5 Rated by Pet Parents (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.
Alternatives to Freeze-Dried Raw Beef
Similar on ingredients, protein, format or nutrition, using the same stored data.
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