Our verdict
Is Platinum Puppy Chicken a good dog food?
We score it 66/100 (Average). This reflects the ingredient quality, composition and label transparency of the recipe as declared on the label.
Complete semi-moist dry food for puppies, with chicken, rice and seafood as the main ingredients.
27% 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 puppies
- 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 seafood
- 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. Find foods that fit your dog.
Nutrition and feedingProtein 27% · Fat 16%
Typical analysis (as fed)
| Nutrient | As fed |
|---|---|
| Protein | 27% |
| Fat | 16% |
| Fibre | 2% |
| Ash | 7.90% |
| Moisture | 19% |
| Calcium | 1.50% |
| Phosphorus | 1% |
Energy: 364.4 kcal/100g
Additives & feeding info
Feeding and storage
Storage
Dry food can be kept unopened or opened after production for 18 months until the best-before date. Serve dry or slightly moistened with water; do not let the food soak for a long time, serve immediately.
Feeding guide
Daily feeding amounts by age (2/4/6/8/10/12 months) given for adult dog weights 1–80 kg; e.g. 5 kg adult weight: 85g at 2 months up to 85g at 12 months. Initially feed the lower recommended amount, increase only if required.
Additives declared on the label
Nutritional additives
Vitamin A 10000 IU/kg; Vitamin D3 1600 IU/kg; Vitamin E 150 mg/kg; Iron 75 mg/kg; Iodine 3 mg/kg; Copper 19 mg/kg; Manganese 40 mg/kg; Zinc 150 mg/kg; Selenium 0.2 mg/kg
Ingredients (9)27% of the recipe is estimated
Estimated composition
- meat 77.0%
- oil 9.2%
- supplement 5.7%
- carb 4.3%
- fibre 3.8%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Fresh chicken meat 73% | Chicken | meat · medium | 73 | 73.0 |
| 2 | broken rice | Rice - white | carb · medium | - | 4.3 |
| 3 | fish | Seafood | meat · medium | - | 4.0 |
| 4 | apple pulp | Apple Fibre | fibre · medium | - | 3.8 |
| 5 | salmon oil | Salmon Oil | oil · good | - | 3.5 |
| 6 | brewer's yeast | Brewer's Yeast | supplement · good | - | 3.2 |
| 7 | flaxseed oil | Linseed oil | oil · good | - | 3.0 |
| 8 | olive oil | Olive oil | oil · good | - | 2.7 |
| 9 | potassium chloride | Potassium Chloride | supplement · medium | - | 2.4 |
- 1. Fresh chicken meat 73%73% declared73.0% estimated
- 2. broken rice4.3% estimated
- 3. fish4.0% estimated
- 4. apple pulp3.8% estimated
- 5. salmon oil3.5% estimated
- 6. brewer's yeast3.2% estimated
- 7. flaxseed oil3.0% estimated
- 8. olive oil2.7% estimated
- 9. potassium chloride2.4% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-09-14
Brand and contact: Platinum
- 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 v3 (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.
Brand and retailer reviews
External platform ratings are not scores for this individual recipe.
Trustpilot: 4.8/5 · 514 reviews
423 reviews on this product · 4.8/5
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
Why this score?
This recipe achieves an overall score of 66 out of 100 based on several key factors. The meat content contributed +4.6 points and the overall quality of the ingredient list added +6 points. However, the processing format adjusted the score by -6.2 points, and ingredients without printed percentages contributed -2.9 points to the final calculation.
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 | 0.6 | 9.191 | +5.96 |
| Meat share of dry matter | 47.4% | 0.096 | +4.55 |
| Carb share of dry matter | 8.8% | -0.115 | -1.02 |
| Oil share of dry matter | 21.1% | -0.092 | -1.94 |
| Supplement share of dry matter | 12.1% | -0.012 | -0.15 |
| Undeclared quantities | 27.0% | -0.106 | -2.85 |
| Complete diet | yes | 2.294 | +2.29 |
| High meat (30%+ of dry matter) | yes | 0.707 | +0.71 |
| Processing multiplier | 0.97 | 33.786 | +32.77 |
| Processing: Dry Semi Moist | yes | -6.174 | -6.17 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 30.909 | +30.91 |
| Average ingredient quality | 0.6 | 9.191 | +5.96 |
| Meat share of dry matter | 47.4% | 0.096 | +4.55 |
| Carb share of dry matter | 8.8% | -0.115 | -1.02 |
| Oil share of dry matter | 21.1% | -0.092 | -1.94 |
| Vegetable share of dry matter | 0.0% | -0.005 | +0.00 |
| Additive share of dry matter | 0.0% | 0.163 | +0.00 |
| Supplement share of dry matter | 12.1% | -0.012 | -0.15 |
| Other share of dry matter | 0.0% | -0.375 | +0.00 |
| Unrecognised share of dry matter | 0.0% | -0.027 | +0.00 |
| Recipe graded poor | 0.0% | -0.065 | +0.00 |
| Poor-quality meat in recipe | 0.0% | -0.179 | +0.00 |
| Number of poor ingredients | 0 | -0.876 | +0.00 |
| Largest single poor ingredient | 0.0% | 0.060 | +0.00 |
| Undeclared quantities | 27.0% | -0.106 | -2.85 |
| Prints ingredient percentages | no | 0.000 | +0.00 |
| Complete diet | yes | 2.294 | +2.29 |
| Frozen or chilled fresh | no | 0.000 | +0.00 |
| High meat (30%+ of dry matter) | yes | 0.707 | +0.71 |
| Low meat (under 10% of dry matter) | no | -3.158 | +0.00 |
| 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 | 0.00 | 0.222 | +0.00 |
| Processing multiplier | 0.97 | 33.786 | +32.77 |
| 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 | no | -0.672 | +0.00 |
| 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 | yes | -6.174 | -6.17 |
| 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
- -0.05
- Additives declared on label
- +1 transparency bonus
- Subtotal
- 66.0
- Final score
- 66/100
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.
Nutritional: declared analysis vs reference ranges
How the declared analysis compares with FEDIAF reference ranges for puppies and growth. 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.
Scored against FEDIAF growth minima; puppy scoring is under review.
| Nutrient | As fed (label) | Dry matter (scored) | Score |
|---|---|---|---|
| Protein | 27 | 33.3 | 100 |
| Fat | 16 | 19.8 | 100 |
| Calcium | 1.5 | 1.9 | 84.3 |
| Phosphorus | 1 | 1.2 | 100 |
| Calcium:phosphorus ratio | 1.5 | 1.5 | 100 |
| Energy (kcal/100g) | 364.4 | 449.9 | 100 |
Scored over 6 declared nutrients (combined weight 80); undeclared nutrients do not affect the score.
Declared fortification: 9 nutritional additives on the label
- Vitamin A 10000 IU/kg
- Vitamin D3 1600 IU/kg
- Vitamin E 150 mg/kg
- Iron 75 mg/kg
- Iodine 3 mg/kg
- Copper 19 mg/kg
- Manganese 40 mg/kg
- Zinc 150 mg/kg
- Selenium 0.2 mg/kg
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 (73% of the recipe mass) (voluntary) | 14.6/20 |
| 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 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 |
|---|---|---|---|
| Seven years in a row top rated dog food by the independent online portal CheckForPet (on page) | Functional | not checkable | Manufacturer assertion |
| Overwhelmingly positive customer reviews at Trusted Shops (on page) | Functional | not checkable | Manufacturer assertion |
| extra tasty (on page) | Functional | not checkable | Manufacturer assertion |
| excellent for building muscle (on page) | Functional | not checkable | Manufacturer assertion |
| quickly digestible (on page) | Functional | not checkable | Manufacturer assertion |
| effectively absorbed (on page) | Functional | not checkable | Manufacturer assertion |
| reduces the risk of gastric torsion because it does not swell in the stomach (on page) | Functional | not checkable | Manufacturer assertion |
| as nutritious as RAW (on page) | High/low level | not checkable | Manufacturer assertion |
| requires at least 70% fresh meat (muscle meat) (on page) | Content | not checkable | Manufacturer assertion |
| Dry food made from fresh meat (on pack) | Content | not checkable | Manufacturer assertion |
| PLATINUM dry food is completely free from attractants, flavourings, colourings, odours, and flavour enhancers (on page) | Free-from | 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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