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 Stride & Shine Pack

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 Stride & Shine Pack 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
35
Safety
100
Evidencelimited
33

Complementary baked dry supplement for senior dogs, with glucosamine, msm and turmeric 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 0% of the dry matter; carbohydrates dominate.
No analytical breakdown is published.

View the source page

Estimated composition

supplement31.3%

veg25.0%

carb19.3%

oil8.8%

additive6.8%

other4.5%

fibre4.3%

Typical analysis (as fed)

No analysis recorded yet.

Additives & feeding info

Nutritional additives

Glucosamine 360 MG; MSM 200 MG; Turmeric 30 MG; Chondroitin 46 MG; NaturAlgae 200 MG; Salmon Oil 100 MG; Vitamin C 200 MG; Devil's Claw Root 50 MG

Who is this food for?

Suits

Labelled by the manufacturer for senior dogs
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 (22)

#	As declared	Matched	Category	Tier	Declared %	Est. %
1	Glucosamine (360MG)	Glucosamine	supplement	good	-	6.0
2	MSM (200MG)	MSM	supplement	good	-	5.8
3	Turmeric (30MG)	Turmeric	veg	good	-	5.7
4	Chondroitin (46MG)	Chondroitin	supplement	good	-	5.6
5	NaturAlgae (200MG)	Seaweed	veg	good	-	5.4
6	Salmon Oil (100MG)	Salmon Oil	oil	good	-	5.3
7	Vitamin C (200MG)	Vitamin C	supplement	good	-	5.2
8	Devil's Claw Root (50MG)	Devil's Claw Root	veg	good	-	5.0
9	Vitamin E	Vitamin E	supplement	good	-	4.9
10	Black Pepper (1MG)	Black Pepper	veg	medium	-	4.7
11	Garbanzo Flour	Gram flour	carb	good	-	4.6
12	Glycerine	Glycerine	other	medium	-	4.5
13	Beet Fibre	Beet Fibre	fibre	medium	-	4.3
14	Starch (Potato)	Pea Starch	carb	poor	-	4.2
15	Flax Seed (Linseed)	Linseed	veg	good	-	4.1
16	Sunflower Lecithin	Lecithin	supplement	good	-	3.9
17	Sweet Potato	Sweet Potatoes	carb	good	-	3.8
18	Caramelised Sugars	Sugars	additive	poor	-	3.7
19	Refined Vegetable Oil (Rapeseed)	Vegetable oil	oil	medium	-	3.5
20	Pea Protein	Pea protein	carb	medium	-	3.4
21	Pea Flour	Pea flour	carb	medium	-	3.3
22	Sodium Chloride	Salt	additive	poor	-	3.1

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	+6.75
Carb share of dry matter	15.7%	-0.113	-1.76
Oil share of dry matter	11.3%	-0.088	-1.00
Vegetable share of dry matter	19.7%	-0.002	-0.03
Additive share of dry matter	7.9%	0.177	+1.40
Supplement share of dry matter	37.4%	-0.009	-0.33
Other share of dry matter	2.9%	-0.371	-1.08
Recipe graded poor	11.0%	-0.045	-0.49
Number of poor ingredients	3	-0.868	-2.60
Largest single poor ingredient	4.2%	0.056	+0.24
Undeclared quantities	100.0%	-0.131	-13.09
Low meat (under 10% of dry matter)	yes	-1.988	-1.99
Additive penalty	-8.42	0.236	-1.98
Processing multiplier	1.00	32.336	+32.34
Processing: Dry Baked	yes	-2.321	-2.32

Show all 40 components

Component	Input	Coefficient	Contribution
Base score	-	32.336	+32.34
Average ingredient quality	0.7	9.915	+6.75
Meat share of dry matter	0.0%	0.116	+0.00
Carb share of dry matter	15.7%	-0.113	-1.76
Oil share of dry matter	11.3%	-0.088	-1.00
Vegetable share of dry matter	19.7%	-0.002	-0.03
Additive share of dry matter	7.9%	0.177	+1.40
Supplement share of dry matter	37.4%	-0.009	-0.33
Other share of dry matter	2.9%	-0.371	-1.08
Unrecognised share of dry matter	0.0%	-0.022	+0.00
Recipe graded poor	11.0%	-0.045	-0.49
Poor-quality meat in recipe	0.0%	-0.182	+0.00
Number of poor ingredients	3	-0.868	-2.60
Largest single poor ingredient	4.2%	0.056	+0.24
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	-8.42	0.236	-1.98
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	yes	-2.321	-2.32
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: +0.05
Additives declared on label: +1 transparency bonus
Subtotal: 47.4
Final score: 47/100

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	47/100	current
v1	49/100
v1.9	50/100

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)	5/10
✗ 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, 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
Keep teeth clean, and breath fresh and support mobility, flexibility & strength. (on page)	Functional	Manufacturer assertion
NaturAlgae, Glucosamine & Salmon Oil help soothe and comfort your furry friend's joints (on page)	Functional	Manufacturer assertion
MSM, Glucosamine, and Chondroitin work perfectly together to support mobility of joints and strength of connective tissue (on page)	Functional	Manufacturer assertion
Devil's Claw Root, NaturAlgae, & Chondroitin help maintain joint care and comfort (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
GMO Free (on page)	Free-from	Manufacturer assertion
Grain 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