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 Proactive Wellness Pack
Other complementary
Is Nutripaw Proactive Wellness Pack a good dog food?
This is a other, not a complete diet, so it is not scored on our 1-100 scale. The ingredient breakdown below shows what is in it; a other 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
- Transparency30
- Safety100
- Evidencelimited33
Complementary food for puppies, with bromelain, chlorophyllin and cinnamon as the main ingredients.
Why you might choose it
- Single named animal protein: fish.
- Doesn't list grain ingredients.
Why you might not
- A other, not a complete diet: feed as an extra, not the whole diet.
- Meat makes up an estimated 0% of the dry matter; carbohydrates dominate.
- No analytical breakdown is published.
What the label tells us
- The label lists 31 ingredients.
- Lists no artificial colours or preservatives.
- Prints no ingredient quantities.
Why is this treat not scored?
Our 1 to 100 rating applies to complete diets, so treats and complementary foods are presented as what the label tells us rather than a number that would invite comparison with complete meals.
What should I look for on a treat label?
A short ingredient list, named animal sources instead of generic terms, and no artificial colours or preservatives. Printed quantities are a good transparency signal, though few treat labels provide them.
These points are derived from the published ingredient list, not a rating.
Estimated composition
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 puppies
- 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 (31)
| # | As declared | Matched | Category | Tier | Declared % | Est. % |
|---|---|---|---|---|---|---|
| 1 | Dental Water Ingredients: Bromelain | Bromelain | supplement | good | - | 4.3 |
| 2 | Chlorophyllin | Chlorophyllin | supplement | medium | - | 4.2 |
| 3 | Cinnamon | Cinnamon | veg | good | - | 4.1 |
| 4 | Grape Speed Extract | Grape (Vitis vinifera) | veg | good | - | 4.0 |
| 5 | Sage | Sage | veg | good | - | 4.0 |
| 6 | Spirulina | Spirulina | veg | good | - | 3.9 |
| 7 | Vitamin C | Vitamin C | supplement | good | - | 3.8 |
| 8 | Yucca Root | Yucca Schidigera | supplement | good | - | 3.8 |
| 9 | Zinc | Zinc Oxide | supplement | good | - | 3.7 |
| 10 | 8-in-1 Ingredients Per 2 Chews: 3-Strain Probiotics Blend | Probiotic | supplement | good | - | 3.6 |
| 11 | Algae (100MG) | Seaweed | veg | good | - | 3.6 |
| 12 | Glucosamine (400MG) | Glucosamine | supplement | good | - | 3.5 |
| 13 | MSM (200MG) | MSM | supplement | good | - | 3.4 |
| 14 | Salmon Oil (150MG) | Salmon Oil | oil | good | - | 3.4 |
| 15 | Vitamin C (40MG) | Vitamin C | supplement | good | - | 3.3 |
| 16 | CoQ10 (20MG) | Coenzyme Q10 | supplement | good | - | 3.2 |
| 17 | Vitamin B1 | Thiamine mononitrate | supplement | good | - | 3.2 |
| 18 | Inactive Ingredients: Garbanzo Flour | Gram flour | carb | good | - | 3.1 |
| 19 | Glycerine | Glycerine | other | medium | - | 3.0 |
| 20 | Beet Fibre | Beet Fibre | fibre | medium | - | 3.0 |
| 21 | Starch (Potato) | Pea Starch | carb | poor | - | 2.9 |
| 22 | Flax Seed (Linseed) | Linseed | veg | good | - | 2.8 |
| 23 | Sunflower Lecithin | Lecithin | supplement | good | - | 2.7 |
| 24 | Refined Vegetable Oil (Rapeseed) | Vegetable oil | oil | medium | - | 2.7 |
| 25 | Caramelised Sugars | Sugars | additive | poor | - | 2.6 |
| 26 | Carrot | Carrots | veg | good | - | 2.5 |
| 27 | Sweet Potato | Sweet Potatoes | carb | good | - | 2.5 |
| 28 | Pea Protein | Pea protein | carb | medium | - | 2.4 |
| 29 | Pea Flour | Pea flour | carb | medium | - | 2.3 |
| 30 | Sodium Chloride | Salt | additive | poor | - | 2.3 |
| 31 | Activated Charcoal Powder (Coconut) | Charcoal | other | medium | - | 2.2 |
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 | 0.7 | 9.915 | +7.14 |
| Carb share of dry matter | 10.7% | -0.113 | -1.21 |
| Oil share of dry matter | 7.7% | -0.088 | -0.68 |
| Vegetable share of dry matter | 18.7% | -0.002 | -0.03 |
| Additive share of dry matter | 5.6% | 0.177 | +1.00 |
| Supplement share of dry matter | 50.5% | -0.009 | -0.45 |
| Other share of dry matter | 3.3% | -0.371 | -1.24 |
| Recipe graded poor | 7.8% | -0.045 | -0.35 |
| Number of poor ingredients | 3 | -0.868 | -2.60 |
| 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 | -6.05 | 0.236 | -1.43 |
| Processing multiplier | 1.00 | 32.336 | +32.34 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 32.336 | +32.34 |
| Average ingredient quality | 0.7 | 9.915 | +7.14 |
| Meat share of dry matter | 0.0% | 0.116 | +0.00 |
| Carb share of dry matter | 10.7% | -0.113 | -1.21 |
| Oil share of dry matter | 7.7% | -0.088 | -0.68 |
| Vegetable share of dry matter | 18.7% | -0.002 | -0.03 |
| Additive share of dry matter | 5.6% | 0.177 | +1.00 |
| Supplement share of dry matter | 50.5% | -0.009 | -0.45 |
| Other share of dry matter | 3.3% | -0.371 | -1.24 |
| Unrecognised share of dry matter | 0.0% | -0.022 | +0.00 |
| Recipe graded poor | 7.8% | -0.045 | -0.35 |
| Poor-quality meat in recipe | 0.0% | -0.182 | +0.00 |
| Number of poor ingredients | 3 | -0.868 | -2.60 |
| 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 | -6.05 | 0.236 | -1.43 |
| 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 | no | -6.833 | +0.00 |
| 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
- +0.00
- Subtotal
- 49.9
- Final score
- 50/100
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 | 50/100 | current |
| v1 | 49/100 | |
| v1.9 | 51/100 |
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 |
|---|---|---|
| Manages plaque/ tartar build-up (on page) | Functional | Manufacturer assertion |
| freshen breath (on page) | Functional | Manufacturer assertion |
| support oral health (on page) | Functional | Manufacturer assertion |
| supporting 8 key health areas in a tasty chew (on page) | Functional | Manufacturer assertion |
| Bromelain is an enzyme that can help break-down plaque and acts as a natural stain remover (on page) | Functional | Manufacturer assertion |
| Zinc controls tartar build-up (on page) | Functional | Manufacturer assertion |
| Fresh Breath Blend helps to manage odour in the mouth, maintain teeth health & promote fresh breath (on page) | Functional | Manufacturer assertion |
| Grape Seed Extract, Spirulina & chlorophyllin have anti-bacteria properties to support gum & teeth health (on page) | Functional | Manufacturer assertion |
| 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, Algae & Salmon Oil support mobility of joints, flexibility & strength (on page) | Functional | Manufacturer assertion |
| Probiotics contribute to the healthy gut bacteria, supporting immune health (on page) | Functional | Manufacturer assertion |
| Vitamin B2, B6 & B12 support immunity (on page) | Functional | Manufacturer assertion |
Limited: at least one claim rests on manufacturer assertion alone.
The full scoring method is published. See the methodology for exactly how the headline score and each dimension are calculated.
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