Pure Pet Food Herring with White Fish & a Medley of Garden Greens
Dry Air Dried · completeHigh meatClear label
Our verdict
Is Pure Pet Food Herring with White Fish & a Medley of Garden Greens a good dog food?
We score it 83/100 (Good). This reflects the ingredient quality, composition and label transparency of the recipe as declared on the label.
Complete air-dried food for dogs of all life stages, with herring, potatoes and dried egg as the main ingredients.
Only part of the analytical constituents are declared, so the nutritional picture is incomplete.
47% 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
- Single named protein: fish
- Doesn't list chicken, beef, turkey, lamb, venison, pork, duck as ingredients
Consider something else if:
- Your dog avoids grain: the label lists rice - brown / whole grain
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 38% · Fat 16%
Typical analysis (as fed)
| Nutrient | As fed |
|---|---|
| Protein | 38% |
| Fat | 16% |
| Fibre | 2.50% |
| Ash | 9% |
Energy: 388 kcal/100g
Additives & feeding info
Additives declared on the label
Nutritional additives
Vitamin A 15,000IU; Vitamin D3 1500IU; Vitamin E 200mg; Beta carotene 20mg; Taurine 1,000mg; L-carnitine 250mg; Zinc (as zinc chloride hydroxide monohydrate) 100mg; Iron (as iron(ll) chelate of protein hydrolysates) 60mg; Manganese (as manganese chelate of protein hydrolysates) 25mg; Copper (as copper(ll) chelate of protein hydrolysate) 10mg; Iodine (as calcium iodate, anhydrous) 2mg; Selenium (as sodium selenite) 0.05mg
Ingredients (21)47% of the recipe is estimated
Estimated composition
- meat 46.8%
- veg 26.5%
- carb 10.6%
- supplement 7.7%
- other 4.6%
- oil 3.8%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Dehydrated Herring (34%) | Herring | meat · good | 34 | 34.0 |
| 2 | Dried Potato | Potatoes | carb · medium | - | 5.6 |
| 3 | Dried Egg | Dried Egg | meat · medium | - | 5.3 |
| 4 | Brown Rice | Rice - brown / whole grain | carb · medium | - | 5.1 |
| 5 | Dehydrated White Fish (7.5%) | White Fish | meat · good | 7.5 | 7.5 |
| 6 | Dried Peas (6%) | Peas | veg · good | 6 | 6.0 |
| 7 | Coconut | Coconut | veg · good | - | 4.8 |
| 8 | Dried Vegetable Stock | Vegetable Stock | other · medium | - | 4.6 |
| 9 | Dried Carrot (4%) | Carrots | veg · good | 4 | 4.0 |
| 10 | Minerals | Vitamins and minerals | supplement · medium | - | 4.3 |
| 11 | Linseed | Linseed | veg · good | - | 4.0 |
| 12 | Rapeseed Oil | Rapeseed oil | oil · good | - | 3.8 |
| 13 | Dried Spinach (0.6%) | Spinach | veg · good | 0.6 | 0.6 |
| 14 | Dried Broccoli (0.4%) | Broccoli | veg · good | 0.4 | 0.4 |
| 15 | Dried Algae | Seaweed | veg · good | - | 3.5 |
| 16 | source of Omega 3 | Omega-3 Supplement | supplement · good | - | 3.3 |
| 17 | Dried Strawberries | Strawberries | veg · good | - | 3.0 |
| 18 | Dried Chicory Root (0.05%) | Chicory root | veg · good | 0.05 | 0.05 |
| 19 | MOS (0.05%) | Mannanoligosaccharides | supplement · good | 0.05 | 0.05 |
| 20 | Glucosamine (0.05%) | Glucosamine | supplement · good | 0.05 | 0.05 |
| 21 | Chondroitin (0.05%) | Chondroitin | supplement · good | 0.05 | 0.05 |
- 1. Dehydrated Herring (34%)34% declared34.0% estimated
- 2. Dried Potato5.6% estimated
- 3. Dried Egg5.3% estimated
- 4. Brown Rice5.1% estimated
- 5. Dehydrated White Fish (7.5%)7.5% declared7.5% estimated
- 6. Dried Peas (6%)6% declared6.0% estimated
- 7. Coconut4.8% estimated
- 8. Dried Vegetable Stock4.6% estimated
- 9. Dried Carrot (4%)4% declared4.0% estimated
- 10. Minerals4.3% estimated
- 11. Linseed4.0% estimated
- 12. Rapeseed Oil3.8% estimated
- 13. Dried Spinach (0.6%)0.6% declared0.6% estimated
- 14. Dried Broccoli (0.4%)0.4% declared0.4% estimated
- 15. Dried Algae3.5% estimated
- 16. source of Omega 33.3% estimated
- 17. Dried Strawberries3.0% estimated
- 18. Dried Chicory Root (0.05%)0.05% declared0.05% estimated
- 19. MOS (0.05%)0.05% declared0.05% estimated
- 20. Glucosamine (0.05%)0.05% declared0.05% estimated
- 21. Chondroitin (0.05%)0.05% declared0.05% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-09-15
Brand and contact: Pure Pet Food
- Contact page
- www.purepetfood.com
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-09-15
- Scored with
- Model v3 (methodology)
- Product page
- www.purepetfood.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.
Brand and retailer reviews
External platform ratings are not scores for this individual recipe.
Trustpilot: 4.6/5 · 16,355 reviews
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?
The product scored 83 out of 100. The overall quality of the ingredient list contributed +8 points, while the processing format added a further +6.3 points. On the downside, ingredients without printed percentages reduced the score by -5 points. The meat content helped lift the score by +4.4 points.
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 | 0.9 | 9.191 | +7.99 |
| Meat share of dry matter | 45.5% | 0.096 | +4.37 |
| Carb share of dry matter | 11.3% | -0.115 | -1.30 |
| Oil share of dry matter | 4.5% | -0.092 | -0.41 |
| Vegetable share of dry matter | 24.1% | -0.005 | -0.12 |
| Supplement share of dry matter | 8.5% | -0.012 | -0.10 |
| Other share of dry matter | 0.3% | -0.375 | -0.10 |
| Undeclared quantities | 47.3% | -0.106 | -4.99 |
| Complete diet | yes | 2.294 | +2.29 |
| High meat (30%+ of dry matter) | yes | 0.707 | +0.71 |
| Processing multiplier | 1.08 | 33.786 | +36.49 |
| Processing: Dry Air Dried | yes | 6.331 | +6.33 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 30.909 | +30.91 |
| Average ingredient quality | 0.9 | 9.191 | +7.99 |
| Meat share of dry matter | 45.5% | 0.096 | +4.37 |
| Carb share of dry matter | 11.3% | -0.115 | -1.30 |
| Oil share of dry matter | 4.5% | -0.092 | -0.41 |
| Vegetable share of dry matter | 24.1% | -0.005 | -0.12 |
| Additive share of dry matter | 0.0% | 0.163 | +0.00 |
| Supplement share of dry matter | 8.5% | -0.012 | -0.10 |
| Other share of dry matter | 0.3% | -0.375 | -0.10 |
| 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 | 47.3% | -0.106 | -4.99 |
| 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 | 1.08 | 33.786 | +36.49 |
| 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 | yes | 6.331 | +6.33 |
| 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
- +0.28
- Additives declared on label
- +1 transparency bonus
- Subtotal
- 83.3
- Final score
- 83/100
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 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 | 38 | 42.3 (band 19.443207126948778 to 40%) | 100 |
| Fat | 16 | 17.8 (band 5.940979955456571 to 20%) | 100 |
| Fibre | 2.5 | 2.8 (band 0.5 to 5%) | 100 |
| Energy (kcal/100g) | 388 | 432.1 | 100 |
Scored over 4 declared nutrients (combined weight 60); undeclared nutrients do not affect the score. Moisture was not declared and was estimated at 10.2% from the food type.
Declared fortification: 12 nutritional additives on the label
- Vitamin A 15,000IU
- Vitamin D3 1500IU
- Vitamin E 200mg
- Beta carotene 20mg
- Taurine 1,000mg
- L-carnitine 250mg
- Zinc (as zinc chloride hydroxide monohydrate) 100mg
- Iron (as iron(ll) chelate of protein hydrolysates) 60mg
- Manganese (as manganese chelate of protein hydrolysates) 25mg
- Copper (as copper(ll) chelate of protein hydrolysate) 10mg
- Iodine (as calcium iodate, anhydrous) 2mg
- Selenium (as sodium selenite) 0.05mg
Low confidence: partial analysis or moisture estimated from the food type.
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 (52.7% of the recipe mass) (voluntary) | 10.5/20 |
| Analytical constituents declared (mandatory) - not on file | 0/15 |
| Additives declared (mandatory) | 5/10 |
| Energy value declared (voluntary) | 5/5 |
| 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 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 |
|---|---|---|---|
| Equivalent to an 80% fish dry food (on page) | High/low level | not checkable | Manufacturer assertion |
| Naturally tasty (on page) | Content | not checkable | Manufacturer assertion |
| packed with natural ingredients, omega-3s, and garden veggies (on page) | Content | not checkable | Manufacturer assertion |
| pack in the same protein you’d find in a kibble made with 80% meat (on page) | High/low level | not checkable | Manufacturer assertion |
| Complete & balanced (on page) | Functional | not checkable | Manufacturer assertion |
| Fish is a brilliant source of omega-3 fatty acids, which are fantastic for supporting your dog’s skin, coat, and joints (on page) | Functional | not checkable | Manufacturer assertion |
| super digestible (on page) | Functional | not checkable | Manufacturer assertion |
| Supports their joints (on page) | Functional | not checkable | Manufacturer assertion |
| Keeps their insides healthy (on page) | Functional | not checkable | Manufacturer assertion |
| natural prebiotic chicory root to support healthy digestion and keep their gut in great shape (on page) | Functional | not checkable | Manufacturer assertion |
| high-quality protein from the herring helps to support healthy growth and development (on page) | Functional | not checkable | Manufacturer assertion |
| These are super important for keeping your dog’s skin healthy, their coat shiny, and their joints in good working order (on page) | Functional | not checkable | Manufacturer assertion |
| easy to digest, which is great for dogs with sensitive stomachs (on page) | Functional | not checkable | Manufacturer assertion |
| without any nasty fillers or artificial additives (on page) | Free-from | not checkable | Manufacturer assertion |
| You won’t find anything weird or nasty in our food, just naturally delicious ingredients (on page) | Free-from | not checkable | Manufacturer assertion |
| brilliant source of lean protein and is packed with omega-3 fatty acids (on page) | Nutrient | not checkable | Manufacturer assertion |
| blend of vitamins and minerals ensures your new best friend gets all the goodness they need (on page) | Nutrient | 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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