Platinum Adult Chicken
Dry Semi Moist complete High meat
Is Platinum Adult Chicken a good dog food?
We score it 65/100 (Average). This reflects the ingredient quality, composition and label transparency of the recipe as declared on the label.
Why this score?
This recipe achieves an overall score of 65 out of 100 based on several key factors. The meat content contributed +6 points and the overall quality of the ingredient list added +6 points. However, the processing format adjusted the score by -6.8 points, and ingredients without printed percentages contributed -3.9 points to the final calculation.
30% of this recipe has no printed percentage. Estimated shares are model estimates, not label facts.
- Recipe65
- Nutritionalhigh100
- Transparency60
- Safety100
- Evidencelimited33
The Recipe score measures how attractive and transparent the declared ingredient list is. It is not, by itself, proof that the food is nutritionally appropriate for long-term feeding. The Nutritional and Evidence scores measure what we can verify towards that stronger claim.
Complete semi-moist dry food for adult dogs, with chicken, rice and maize as the main ingredients.
Why you might choose it
- Meat makes up an estimated 51% of the dry matter (70% as fed).
- High in protein: 32% protein on a dry-matter basis.
- Declares energy content, which most labels omit.
Why you might not
We found no significant drawbacks in the data we hold for this product.
Estimated composition
Typical analysis (as fed)
- Protein
- 26%
- Fat
- 16%
- Fibre
- 2%
- Ash
- 7.90%
- Moisture
- 19%
- Calcium
- 1.50%
- Phosphorus
- 1%
Energy: 364.4 kcal/100g
Additives & feeding info
Nutritional additives
Vitamin A 10,000 IU/kg (3a672a); Vitamin D3 1,600 IU/kg (3a671); Vitamin E 150 mg/kg (3a700i); Iron 75 mg/kg (3b108); Iodine 3 mg/kg (3b203); Copper 19 mg/kg (3b413); Manganese 40 mg/kg (3b506); Zinc 150 mg/kg (3b607); Selenium 0.2 mg/kg (3b814)
Storage
Dry food can be kept unopened or opened after production for 18 months until the best-before date. All information regarding the minimum shelf life of unopened PLATINUM food can also be found on the product packaging.
Feeding guide
Serve dry or slightly moistened with water. Do not let the food soak for a long time, serve immediately. Always provide your dog with fresh water. Initially feed using the lower recommended amount, only serve more if required. Daily feeding amounts (g): 3–5 kg: 55–85; 5–7.5 kg: 85–115; 7.5–10 kg: 115–150; 10–12.5 kg: 150–165; 12.5–15 kg: 165–190; 15–20 kg: 190–250; 20–25 kg: 250–300; 25–30 kg: 300–325; 30–40 kg: 325–425; 40–60 kg: 425–600; 60–80 kg: 600–750.
Who is this food for?
Suits
- Labelled by the manufacturer for adult dogs
- Doesn't list beef, turkey, lamb, venison, pork, duck as ingredients
Consider something else if:
- Your dog avoids chicken: the label lists chicken
- Your dog avoids fish: the label lists green-lipped mussel
- Your dog avoids grain: the label lists rice - white
- You want a single-protein recipe: this one lists more than one animal protein
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 | Fresh Chicken Meat 70% | Chicken | meat | medium | 70 | 70.0 |
| 2 | Broken Rice | Rice - white | carb | medium | - | 1.9 |
| 3 | Corn | Maize / Corn | carb | poor | - | 1.8 |
| 4 | Brewer's Yeast | Brewer's Yeast | supplement | good | - | 1.8 |
| 5 | Apple Pulp | Apple Fibre | fibre | medium | - | 1.7 |
| 6 | Salmon Oil | Salmon Oil | oil | good | - | 1.7 |
| 7 | Yucca Extract | Yucca Schidigera | supplement | good | - | 1.7 |
| 8 | Flaxseed Oil | Linseed oil | oil | good | - | 1.6 |
| 9 | Olive Oil | Olive oil | oil | good | - | 1.6 |
| 10 | Green-Lipped Mussel Extract | Green-Lipped Mussel | supplement | good | - | 1.5 |
| 11 | Carrots | Carrots | veg | good | - | 1.5 |
| 12 | Tomatoes | Tomato | veg | good | - | 1.4 |
| 13 | African Marigold | Calendula | veg | good | - | 1.4 |
| 14 | Dandelion | Dandelion Root | veg | good | - | 1.3 |
| 15 | Broccoli | Broccoli | veg | good | - | 1.3 |
| 16 | Green Tea | Green Tea | veg | good | - | 1.3 |
| 17 | Chamomile | Chamomile | veg | good | - | 1.2 |
| 18 | Oregano | Oregano | veg | good | - | 1.2 |
| 19 | Milk Thistle Seed | Milk Thistle | veg | good | - | 1.1 |
| 20 | Cranberry Seed | Dried Cranberry Seed | veg | good | - | 1.1 |
| 21 | Seaweed | Seaweed | veg | good | - | 1.0 |
| 22 | Potassium Chloride | Potassium Chloride | supplement | medium | - | 1.0 |
Brand
- Website
- https://www.platinum.co.uk/
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-09-14
- Scored with
- Model v2 (methodology)
- Product page
- www.platinum.co.uk
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 | 0.6 | 9.915 | +5.97 |
| Meat share of dry matter | 51.4% | 0.116 | +5.96 |
| Carb share of dry matter | 8.2% | -0.113 | -0.92 |
| Oil share of dry matter | 12.1% | -0.088 | -1.07 |
| Vegetable share of dry matter | 9.3% | -0.002 | -0.02 |
| Supplement share of dry matter | 13.8% | -0.009 | -0.12 |
| Unrecognised share of dry matter | 1.2% | -0.022 | -0.03 |
| Recipe graded poor | 1.8% | -0.045 | -0.08 |
| Number of poor ingredients | 1 | -0.868 | -0.87 |
| Largest single poor ingredient | 1.8% | 0.056 | +0.10 |
| Undeclared quantities | 30.0% | -0.131 | -3.93 |
| Complete diet | yes | 1.703 | +1.70 |
| High meat (30%+ of dry matter) | yes | -0.506 | -0.51 |
| 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 | 0.6 | 9.915 | +5.97 |
| Meat share of dry matter | 51.4% | 0.116 | +5.96 |
| Carb share of dry matter | 8.2% | -0.113 | -0.92 |
| Oil share of dry matter | 12.1% | -0.088 | -1.07 |
| Vegetable share of dry matter | 9.3% | -0.002 | -0.02 |
| Additive share of dry matter | 0.0% | 0.177 | +0.00 |
| Supplement share of dry matter | 13.8% | -0.009 | -0.12 |
| Other share of dry matter | 0.0% | -0.371 | +0.00 |
| Unrecognised share of dry matter | 1.2% | -0.022 | -0.03 |
| Recipe graded poor | 1.8% | -0.045 | -0.08 |
| Poor-quality meat in recipe | 0.0% | -0.182 | +0.00 |
| Number of poor ingredients | 1 | -0.868 | -0.87 |
| Largest single poor ingredient | 1.8% | 0.056 | +0.10 |
| Undeclared quantities | 30.0% | -0.131 | -3.93 |
| Prints ingredient percentages | no | 3.194 | +0.00 |
| Complete diet | yes | 1.703 | +1.70 |
| Frozen or chilled fresh | no | 11.440 | +0.00 |
| High meat (30%+ of dry matter) | yes | -0.506 | -0.51 |
| Low meat (under 10% of dry matter) | no | -1.988 | +0.00 |
| 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 | 0.00 | 0.236 | +0.00 |
| 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
- Additives declared on label
- +1 transparency bonus
- Subtotal
- 64.8
- Final score
- 65/100
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.
| Model | Score | |
|---|---|---|
| v2 | 65/100 | current |
| v1 | 63/100 | |
| v1.9 | 65/100 |
Nutritional: declared analysis vs reference ranges
How the declared analysis compares with FEDIAF reference ranges for adult dogs. The label prints as-fed values; we convert to a dry-matter basis before scoring, and the bands are dry-matter ranges. Scores rise to 100 at the band midpoint: the reference is adequacy, not maximisation. Nutrients with a published upper limit taper again above it; fat is policed through calorie density rather than a direct penalty.
| Nutrient | As fed (label) | Dry matter (scored) | Score |
|---|---|---|---|
| Protein | 26 | 32.1 (band 18 to 40%) | 100 |
| Fat | 16 | 19.8 (band 5.5 to 20%) | 100 |
| Fibre | 2 | 2.5 (band 0.5 to 5%) | 96.3 |
| Calcium | 1.5 | 1.9 (band 0.5 to 2.5%) | 100 |
| Phosphorus | 1 | 1.2 (band 0.4 to 1.6%) | 100 |
| Calcium:phosphorus ratio | 1.5 | 1.5 (band 1 to 2%) | 100 |
| Energy (kcal/100g) | 364.4 | 449.9 | 100 |
Scored over 7 declared nutrients (combined weight 90); undeclared nutrients do not affect the score.
High confidence: full analysis plus minerals or omegas and declared energy.
This measures agreement with published reference ranges, not suitability for an individual dog. For medical conditions, follow veterinary guidance.
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 (70% of the recipe mass) (voluntary) | 14/20 |
| Analytical constituents declared (mandatory) | 15/15 |
| Additives declared (mandatory) | 5/10 |
| Energy value declared (voluntary) | 5/5 |
| 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 (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 |
|---|---|---|
| Extra tasty (on page) | Functional | Manufacturer assertion |
| As nutritious as raw (on page) | Functional | Manufacturer assertion |
| Excellent for building muscle (on page) | Functional | Manufacturer assertion |
| Dry food made from fresh meat (on page) | Content | Manufacturer assertion |
| Overwhelmingly positive customer reviews at Trusted Shops (on page) | Content | Manufacturer assertion |
| Completely free from attractants, flavourings, colourings, odours, and flavour enhancers (on page) | Free-from | Manufacturer assertion |
| Quickly digestible (on page) | Functional | Manufacturer assertion |
| Effectively absorbed (on page) | Functional | Manufacturer assertion |
| Our dry food also reduces the risk of gastric torsion because it does not swell in the stomach (on page) | Functional | Manufacturer assertion |
| GMO-free corn (on page) | Free-from | Manufacturer assertion |
| Seven years in a row top rated dog food by the independent online portal CheckForPet (on page) | Content | Manufacturer assertion |
| Soft and chewy pieces from meat juices (on page) | Content | Manufacturer assertion |
| With FSG (Fleischsaftgarung), fresh meat is cooked in a vacuum at low temperature, using only its own meat juices (on page) | Content | Manufacturer assertion |
| No animal experiments are done for the product development and production (on page) | Free-from | 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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