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 Itch & Wellness Kit

Supplement complementary

This is a supplement, not a complete diet. The 1–100 rating applies to complete foods, so it isn't scored. Ingredient breakdown below.

Is Nutripaw Itch & Wellness Kit 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.

How we score

100% of this recipe has no printed percentage. Estimated shares are model estimates, not label facts.

Recipe
Not applicable
Nutritional
Not applicable
Transparency
30
Safety
100
Evidencelimited
33

Complementary semi-moist dry supplement for dogs of all life stages, with glucosamine, msm and salmon oil as the main ingredients.

Why you might choose it

Single named animal protein: fish.
Doesn't list grain ingredients.

Why you might not

A supplement, not a complete diet: feed as an extra, not the whole diet.
Meat makes up an estimated 1% of the dry matter (3% as fed); carbohydrates dominate.
No analytical breakdown is published.

View the source page

Estimated composition

supplement34.9%

carb18.2%

veg15.3%

oil10.8%

additive9.7%

other5.1%

meat3.1%

fibre2.9%

Typical analysis (as fed)

No analysis recorded yet.

Additives & feeding info

No additives recorded yet.

Who is this food for?

Suits

Labelled by the manufacturer for all lifestages
Grain-free: no grain ingredients listed
Single named protein: fish
Doesn't list chicken, beef, turkey, lamb, 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. Use the homepage filter to find foods that fit your dog.

Ingredients (38)

#	As declared	Matched	Category	Tier	Declared %	Est. %
1	Glucosamine (400MG)	Glucosamine	supplement	good	-	3.5
2	MSM (200MG)	MSM	supplement	good	-	3.4
3	Alaskan Salmon Oil (200MG)	Salmon Oil	oil	good	-	3.4
4	Chondroitin (150MG)	Chondroitin	supplement	good	-	3.3
5	Vitamin C (40MG)	Vitamin C	supplement	good	-	3.3
6	CoQ10 (20MG)	Coenzyme Q10	supplement	good	-	3.2
7	Probiotic Blend	Probiotic	supplement	good	-	3.2
8	Vitamin B	Vitamin B complex	supplement	good	-	3.2
9	Salmon Flavouring	Salmon	meat	good	-	3.1
10	Sunflower Lecithin	Lecithin	supplement	good	-	3.1
11	Palm Fruit Oil	Fruit	veg	medium	-	3.0
12	Krill Oil	Krill Oil	oil	good	-	3.0
13	Coconut Glycerine	Glycerine	other	medium	-	2.9
14	Cellulose Powder	Powdered Cellulose	fibre	poor	-	2.9
15	Rosemary Extract	Rosemary	veg	good	-	2.8
16	Mixed Tocopherols	Tocopherols	additive	good	-	2.8
17	Sweet Potato	Sweet Potatoes	carb	good	-	2.7
18	Carrot	Carrots	veg	good	-	2.7
19	Pea Flour	Pea flour	carb	medium	-	2.7
20	Garbanzo Flour	Gram flour	carb	good	-	2.6
21	Sorbic Acid	Sorbic acid	additive	poor	-	2.6
22	3-Strain Probiotics Blend	Probiotic	supplement	good	-	2.5
23	Turmeric (200MG)	Turmeric	veg	good	-	2.5
24	Apple Cider Vinegar (150MG)	Vinegar	additive	poor	-	2.4
25	Salmon Oil (130MG)	Salmon Oil	oil	good	-	2.4
26	Licorice Root (100MG)	Liquorice	veg	medium	-	2.3
27	Vitamin C (100MG)	Vitamin C	supplement	good	-	2.3
28	Potato Starch	Potato starch	carb	poor	-	2.2
29	Glycerine	Glycerine	other	medium	-	2.2
30	Garbanzo Flour	Gram flour	carb	good	-	2.2
31	Pea Flour	Pea flour	carb	medium	-	2.1
32	Brewer's Yeast	Brewer's Yeast	supplement	good	-	2.1
33	Flax Seed Oil	Linseed oil	oil	good	-	2.0
34	Flax Seed	Linseed	veg	good	-	2.0
35	Tapioca Starch	Tapioca	carb	medium	-	1.9
36	Magnesium Stearate	Magnesium stearate	additive	poor	-	1.9
37	Sunflower Lecithin	Lecithin	supplement	good	-	1.8
38	Coconut Flour	Coconut Flour	carb	medium	-	1.8

Brand

Website: https://nutri-paw.com/

Trust and provenance

Recall history: No recalls recorded in our database
Label data last checked: 2026-08-22
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 v2 on 2026-09-22. Each component is the feature value for this product multiplied by the model's published coefficient.

Component	Input	Coefficient	Contribution
Base score	-	32.336	+32.34
Average ingredient quality	0.8	9.915	+7.56
Meat share of dry matter	1.2%	0.116	+0.13
Carb share of dry matter	15.9%	-0.113	-1.79
Oil share of dry matter	14.2%	-0.088	-1.25
Vegetable share of dry matter	7.5%	-0.002	-0.01
Additive share of dry matter	11.6%	0.177	+2.05
Supplement share of dry matter	42.8%	-0.009	-0.38
Other share of dry matter	3.4%	-0.371	-1.27
Recipe graded poor	12.0%	-0.045	-0.54
Number of poor ingredients	5	-0.868	-4.34
Largest single poor ingredient	2.9%	0.056	+0.16
Undeclared quantities	100.0%	-0.131	-13.09
Low meat (under 10% of dry matter)	yes	-1.988	-1.99
Additive penalty	-11.59	0.236	-2.73
Processing multiplier	1.00	32.336	+32.34
Processing: Dry Semi Moist	yes	-6.833	-6.83

Show all 40 components

Component	Input	Coefficient	Contribution
Base score	-	32.336	+32.34
Average ingredient quality	0.8	9.915	+7.56
Meat share of dry matter	1.2%	0.116	+0.13
Carb share of dry matter	15.9%	-0.113	-1.79
Oil share of dry matter	14.2%	-0.088	-1.25
Vegetable share of dry matter	7.5%	-0.002	-0.01
Additive share of dry matter	11.6%	0.177	+2.05
Supplement share of dry matter	42.8%	-0.009	-0.38
Other share of dry matter	3.4%	-0.371	-1.27
Unrecognised share of dry matter	0.0%	-0.022	+0.00
Recipe graded poor	12.0%	-0.045	-0.54
Poor-quality meat in recipe	0.0%	-0.182	+0.00
Number of poor ingredients	5	-0.868	-4.34
Largest single poor ingredient	2.9%	0.056	+0.16
Undeclared quantities	100.0%	-0.131	-13.09
Prints ingredient percentages	no	3.194	+0.00
Complete diet	no	1.703	+0.00
Frozen or chilled fresh	no	11.440	+0.00
High meat (30%+ of dry matter)	no	-0.506	+0.00
Low meat (under 10% of dry matter)	yes	-1.988	-1.99
High carb and low meat	no	-1.250	+0.00
Meat share × printed percentages	0.0	-0.073	+0.00
Meat share × fresh	0.0	-0.339	+0.00
Fresh × high meat	0.0	16.475	+0.00
Additive penalty	-11.59	0.236	-2.73
Processing multiplier	1.00	32.336	+32.34
Processing: Raw	no	13.322	+0.00
Processing: Fresh Chilled	no	7.712	+0.00
Processing: Fresh Frozen	no	6.583	+0.00
Processing: Fresh Refrigerated	no	4.857	+0.00
Processing: Fresh Shelf	no	0.072	+0.00
Processing: Dry Freeze Dried	no	11.127	+0.00
Processing: Dry Air Dried	no	9.320	+0.00
Processing: Dry Cold Pressed	no	4.569	+0.00
Processing: Dry Baked	no	-2.321	+0.00
Processing: Dry Extruded	no	-6.996	+0.00
Processing: Dry Semi Moist	yes	-6.833	-6.83
Processing: Dry Muesli	no	-10.711	+0.00
Processing: Wet Pate	no	2.935	+0.00
Processing: Wet Chunks	no	2.292	+0.00

Processing-type offset: -0.22
Subtotal: 40.1
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.

Model	Score
v2	40/100	current
v1	46/100
v1.9	48/100

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) - not on file	0/10
✓ 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, Feeding guidance given, 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 marketing claims made on the pack and product page, and how much evidence sits behind them. We record the claims as stated; we do not assess whether they are true.

Claim	Type	Substantiation
The 8-in-1 Chews support your dog's Skin, Coat, Heart, Brain, Immunity, Digestive System, Hip & Joints and Energy. (on page)	Functional	Manufacturer assertion
Alaskan Salmon Oil, Vitamins B7, B2 & C nourish the skin & coat to promote overall skin health (on page)	Functional	Manufacturer assertion
CoQ10, Salmon Oil & Vitamin C & B contribute to a healthy organ function in the body (on page)	Functional	Manufacturer assertion
MSM, Glucosamine, Chondroitin & Alaskan Salmon Oil support mobility of joints, flexibility & strength (on page)	Functional	Manufacturer assertion
Probiotics contribute to the healthy gut bacteria, supporting immune health. Vitamin B2, B6 & B12 support immunity (on page)	Functional	Manufacturer assertion
Grain Free (on page)	Free-from	Manufacturer assertion
GMO Free (on page)	Free-from	Manufacturer assertion
100% Natural (on page)	Content	Manufacturer assertion
no corn, no dairy, no preservatives, no wheat, No GMO and no preservatives (on page)	Free-from	Manufacturer assertion