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 Teeth, Gums & Tums Kit
Supplement · complementary
Our verdict
Is Nutripaw Teeth, Gums & Tums 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.
Complementary shelf-stable fresh supplement for dogs of all life stages, with bromelain, chlorophyllin and cinnamon 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.
Ingredients (28)100% of the recipe is estimated
Estimated composition
- veg 40.0%
- supplement 33.9%
- carb 18.0%
- additive 5.0%
- other 3.1%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Bromelain | Bromelain | supplement · good | - | 4.7 |
| 2 | Chlorophyllin | Chlorophyllin | supplement · medium | - | 4.6 |
| 3 | Cinnamon | Cinnamon | veg · good | - | 4.5 |
| 4 | Grape Speed Extract | Grape (Vitis vinifera) | veg · good | - | 4.5 |
| 5 | Sage | Sage | veg · good | - | 4.4 |
| 6 | Spirulina | Spirulina | veg · good | - | 4.3 |
| 7 | Vitamin C | Vitamin C | supplement · good | - | 4.2 |
| 8 | Yucca Root | Yucca Schidigera | supplement · good | - | 4.1 |
| 9 | Zinc | Zinc Oxide | supplement · good | - | 4.0 |
| 10 | 3-Strain Probiotics Blend | Probiotic | supplement · good | - | 3.9 |
| 11 | Epicor Pets | EpiCor Pets | supplement · good | - | 3.9 |
| 12 | Dried Pumpkin | Pumpkin | veg · good | - | 3.8 |
| 13 | Papaya | Papaya | veg · good | - | 3.7 |
| 14 | Flaxseed Powder | Linseed | veg · good | - | 3.6 |
| 15 | Chicory Root Inulin | Chicory root | veg · good | - | 3.5 |
| 16 | Pineapple Powder | Pineapple | veg · good | - | 3.4 |
| 17 | Plum Powder | Plum | veg · good | - | 3.4 |
| 18 | Potato Starch | Potato starch | carb · poor | - | 3.3 |
| 19 | Glycerine | Glycerine | other · medium | - | 3.2 |
| 20 | Garbanzo Flour | Gram flour | carb · good | - | 3.1 |
| 21 | Pea Flour | Pea flour | carb · medium | - | 3.0 |
| 22 | Brewer's Yeast | Brewer's Yeast | supplement · good | - | 2.9 |
| 23 | Tapioca Starch | Tapioca Starch | carb · medium | - | 2.9 |
| 24 | Magnesium Stearate | Magnesium stearate | additive · poor | - | 2.8 |
| 25 | Sunflower Lecithin | Lecithin | supplement · good | - | 2.7 |
| 26 | Oregano | Oregano | veg · good | - | 2.6 |
| 27 | Coconut Flour | Coconut Flour | carb · medium | - | 2.5 |
| 28 | Flavouring Oils | Artificial flavourings | additive · poor | - | 2.4 |
- 1. Bromelain4.7% estimated
- 2. Chlorophyllin4.6% estimated
- 3. Cinnamon4.5% estimated
- 4. Grape Speed Extract4.5% estimated
- 5. Sage4.4% estimated
- 6. Spirulina4.3% estimated
- 7. Vitamin C4.2% estimated
- 8. Yucca Root4.1% estimated
- 9. Zinc4.0% estimated
- 10. 3-Strain Probiotics Blend3.9% estimated
- 11. Epicor Pets3.9% estimated
- 12. Dried Pumpkin3.8% estimated
- 13. Papaya3.7% estimated
- 14. Flaxseed Powder3.6% estimated
- 15. Chicory Root Inulin3.5% estimated
- 16. Pineapple Powder3.4% estimated
- 17. Plum Powder3.4% estimated
- 18. Potato Starch3.3% estimated
- 19. Glycerine3.2% estimated
- 20. Garbanzo Flour3.1% estimated
- 21. Pea Flour3.0% estimated
- 22. Brewer's Yeast2.9% estimated
- 23. Tapioca Starch2.9% estimated
- 24. Magnesium Stearate2.8% estimated
- 25. Sunflower Lecithin2.7% estimated
- 26. Oregano2.6% estimated
- 27. Coconut Flour2.5% estimated
- 28. Flavouring Oils2.4% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-08-22
Brand and contact: Nutripaw
- Website
- https://nutri-paw.com/
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-08-22
- 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.
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 | 0.7 | 9.191 | +6.87 |
| Carb share of dry matter | 17.1% | -0.115 | -1.97 |
| Vegetable share of dry matter | 31.3% | -0.005 | -0.16 |
| Additive share of dry matter | 6.3% | 0.163 | +1.02 |
| Supplement share of dry matter | 43.2% | -0.012 | -0.53 |
| Other share of dry matter | 2.1% | -0.375 | -0.79 |
| Recipe graded poor | 8.2% | -0.065 | -0.53 |
| Number of poor ingredients | 3 | -0.876 | -2.63 |
| Largest single poor ingredient | 3.1% | 0.060 | +0.19 |
| Undeclared quantities | 100.0% | -0.106 | -10.56 |
| Low meat (under 10% of dry matter) | yes | -3.158 | -3.16 |
| Additive penalty | -6.14 | 0.222 | -1.36 |
| 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 | 0.7 | 9.191 | +6.87 |
| Meat share of dry matter | 0.0% | 0.096 | +0.00 |
| Carb share of dry matter | 17.1% | -0.115 | -1.97 |
| Oil share of dry matter | 0.0% | -0.092 | +0.00 |
| Vegetable share of dry matter | 31.3% | -0.005 | -0.16 |
| Additive share of dry matter | 6.3% | 0.163 | +1.02 |
| Supplement share of dry matter | 43.2% | -0.012 | -0.53 |
| Other share of dry matter | 2.1% | -0.375 | -0.79 |
| Unrecognised share of dry matter | 0.0% | -0.027 | +0.00 |
| Recipe graded poor | 8.2% | -0.065 | -0.53 |
| Poor-quality meat in recipe | 0.0% | -0.179 | +0.00 |
| Number of poor ingredients | 3 | -0.876 | -2.63 |
| Largest single poor ingredient | 3.1% | 0.060 | +0.19 |
| 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 | -6.14 | 0.222 | -1.36 |
| 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
- 50.3
- 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.
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 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.
Claims on file; none we can check against the label
| Claim | Type | Check | Substantiation |
|---|---|---|---|
| Adored By Dogs (on page) | Functional | not checkable | Manufacturer assertion |
| Approved By Vets (on page) | Functional | not checkable | Manufacturer assertion |
| Loved By Customers (on page) | Functional | not checkable | Manufacturer assertion |
| Rated Excellent 4.8 ( 52,000+ reviews ) (on page) | Functional | not checkable | Manufacturer assertion |
| Join Over 1.2M NutriPaw Customers (on page) | Content | not checkable | Manufacturer assertion |
| Tasty, vet-formulated supplements (on page) | Functional | not checkable | Manufacturer assertion |
| made locally (on page) | Content | not checkable | Manufacturer assertion |
| loved by millions of pet owners (on page) | Functional | not checkable | Manufacturer assertion |
| Visible Results in Just Weeks (on page) | Functional | not checkable | Manufacturer assertion |
| Natural, Tasty & Fuss-Free (on page) | Content | not checkable | Manufacturer assertion |
| Vet-Formulated for Results (on page) | Functional | not checkable | Manufacturer assertion |
| LOVED BY PETS (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.
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