Purizon Original Fish – Grain-free
Dry Extruded · completeHigh meatClear label
Our verdict
Is Purizon Original Fish – Grain-free a good dog food?
We score it 72/100 (Good). This reflects the ingredient quality, composition and label transparency of the recipe as declared on the label.
Complete extruded dry food for adult dogs, with salmon, herring and plaice as the main ingredients.
Only part of the analytical constituents are declared, so the nutritional picture is incomplete.
Who is this food for?
Suits
- Labelled by the manufacturer for adult 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. Find foods that fit your dog.
Nutrition and feedingProtein 40% · Fat 19%
Typical analysis (as fed)
| Nutrient | As fed |
|---|---|
| Protein | 40% |
| Fat | 19% |
| Fibre | 1.50% |
| Ash | 8.90% |
| Omega-3 fatty acids | 1.20% |
| Omega-6 fatty acids | 1.50% |
| Calcium | 1.70% |
| Phosphorus | 1.20% |
Energy: 397 kcal/100g
Additives & feeding info
Feeding and storage
Storage
Store in a cool, dry place, away from direct sunlight and please make sure your pet always has fresh drinking water available.
Feeding guide
Dog's weight / Daily amount: 2.5kg 45-65g; 5kg 80-110g; 10kg 130-180g; 15kg 180-245g; 20kg 225-305g; 25kg 265-360g; 30kg 300-415g; 40kg 375-510g; 50kg 440-605g; 60+kg 510+g
Additives declared on the label
Nutritional additives
Vitamin A 18,000 IU; vitamin D3 1,500 IU; vitamin E 180 IU; vitamin C 140mg; vitamin B1 (thiamine mononitrate) 8mg; vitamin B2 (riboflavin) 8mg; vitamin B6 (pyridoxine hydrochloride) 6mg; vitamin B12 (cyanocobalamine) 30mcg; biotin 250mcg; choline chloride 1,200mg; folic acid 0.8mg; niacin 50mg; calcium-D-pantothenate 24mg; taurine 1,500mg; zinc (zinc oxide) 100mg; manganese (manganous oxide) 10.0mg; copper (copper(II) sulphate pentahydrate) 8.0mg; iodine (calcium iodate, anhydrous) 2.6mg; DL-methionine 1,000mg
Ingredients (26)20% of the recipe is estimated
Estimated composition
- meat 73.0%
- veg 15.5%
- oil 7.0%
- carb 2.6%
- fibre 1.9%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Salmon (36%) | Salmon | meat · good | 36 | 36.0 |
| 2 | Herring | Herring | meat · good | - | 3.1 |
| 3 | Plaice | Plaice | meat · good | - | 3.1 |
| 4 | Atlantic Cod | Cod | meat · good | - | 3.0 |
| 5 | Saithe | Saithe | meat · good | - | 2.9 |
| 6 | Sweet Potatoes | Sweet Potatoes | carb · good | - | 2.9 |
| 7 | Potatoes | Potatoes | carb · medium | - | 2.8 |
| 8 | Salmon Oil (7%) | Salmon Oil | oil · good | 7 | 7.0 |
| 9 | Peas | Peas | veg · good | - | 2.7 |
| 10 | Linseed | Linseed | veg · good | - | 2.7 |
| 11 | Psyllium Husks | Psyllium | fibre · good | - | 2.6 |
| 12 | Apples | Apples | veg · good | - | 2.5 |
| 13 | Carrots | Carrots | veg · good | - | 2.5 |
| 14 | Cranberries | Cranberries | veg · good | - | 2.4 |
| 15 | Spinach | Spinach | veg · good | - | 2.3 |
| 16 | Thyme | Thyme | veg · good | - | 2.3 |
| 17 | Oregano | Oregano | veg · good | - | 2.2 |
| 18 | Sage | Sage | veg · good | - | 2.1 |
| 19 | Parsley | Parsley | veg · good | - | 2.1 |
| 20 | Marjoram | Marjoram | veg · good | - | 2.0 |
| 21 | Chamomile | Chamomile | veg · good | - | 2.0 |
| 22 | Aniseed | Aniseed | veg · good | - | 1.9 |
| 23 | Fenugreek | Fenugreek | veg · good | - | 1.8 |
| 24 | Marigold | Calendula | veg · good | - | 1.8 |
| 25 | Peppermint | Peppermint | veg · good | - | 1.7 |
| 26 | Chicory Inulin | Inulin | fibre · good | - | 1.6 |
- 1. Salmon (36%)36% declared36.0% estimated
- 2. Herring3.1% estimated
- 3. Plaice3.1% estimated
- 4. Atlantic Cod3.0% estimated
- 5. Saithe2.9% estimated
- 6. Sweet Potatoes2.9% estimated
- 7. Potatoes2.8% estimated
- 8. Salmon Oil (7%)7% declared7.0% estimated
- 9. Peas2.7% estimated
- 10. Linseed2.7% estimated
- 11. Psyllium Husks2.6% estimated
- 12. Apples2.5% estimated
- 13. Carrots2.5% estimated
- 14. Cranberries2.4% estimated
- 15. Spinach2.3% estimated
- 16. Thyme2.3% estimated
- 17. Oregano2.2% estimated
- 18. Sage2.1% estimated
- 19. Parsley2.1% estimated
- 20. Marjoram2.0% estimated
- 21. Chamomile2.0% estimated
- 22. Aniseed1.9% estimated
- 23. Fenugreek1.8% estimated
- 24. Marigold1.8% estimated
- 25. Peppermint1.7% estimated
- 26. Chicory Inulin1.6% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-09-15
Brand and contact: Purizon
- Contact page
- www.zooplus.co.uk
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.zooplus.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.
140 reviews on this product · 4.1/5
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?
The overall score is 72 out of 100. The overall quality of the ingredient list contributed +9.1 points, and the meat content added +5.7 points. Being labelled nutritionally complete added +2.3 points. However, the processing format reduced the score by -6.7 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 | 1.0 | 9.191 | +9.12 |
| Meat share of dry matter | 59.9% | 0.096 | +5.75 |
| Carb share of dry matter | 1.9% | -0.115 | -0.22 |
| Oil share of dry matter | 20.3% | -0.092 | -1.87 |
| Vegetable share of dry matter | 13.0% | -0.005 | -0.07 |
| Undeclared quantities | 20.0% | -0.106 | -2.11 |
| Complete diet | yes | 2.294 | +2.29 |
| High meat (30%+ of dry matter) | yes | 0.707 | +0.71 |
| Processing multiplier | 0.98 | 33.786 | +33.11 |
| Processing: Dry Extruded | yes | -6.713 | -6.71 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 30.909 | +30.91 |
| Average ingredient quality | 1.0 | 9.191 | +9.12 |
| Meat share of dry matter | 59.9% | 0.096 | +5.75 |
| Carb share of dry matter | 1.9% | -0.115 | -0.22 |
| Oil share of dry matter | 20.3% | -0.092 | -1.87 |
| Vegetable share of dry matter | 13.0% | -0.005 | -0.07 |
| Additive share of dry matter | 0.0% | 0.163 | +0.00 |
| Supplement share of dry matter | 0.0% | -0.012 | +0.00 |
| 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 | 20.0% | -0.106 | -2.11 |
| 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 | 0.98 | 33.786 | +33.11 |
| 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 | yes | -6.713 | -6.71 |
| 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
- +0.02
- Additives declared on label
- +1 transparency bonus
- Subtotal
- 71.9
- Final score
- 72/100
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 | 40 | 44.2 (band 19.74033149171271 to 40%) | 100 |
| Fat | 19 | 21 (band 6.031767955801105 to 20%) | 100 |
| Fibre | 1.5 | 1.7 (band 0.5 to 5%) | 85.4 |
| Calcium | 1.7 | 1.9 (band 0.5483425414364641 to 2.5%) | 100 |
| Phosphorus | 1.2 | 1.3 (band 0.4386740331491713 to 1.6%) | 100 |
| Calcium:phosphorus ratio | 1.4 | 1.4 (band 1 to 2%) | 95 |
| Omega fatty acids (omega-6 and omega-3) | - | - | 100 |
| Energy (kcal/100g) | 397 | 438.7 | 100 |
Omega fatty acids (omega-6 and omega-3): scored as the mean of its declared components (omega-6 100). The FEDIAF minimum for omega-6 is linoleic acid specifically.
Scored over 8 declared nutrients (combined weight 100); undeclared nutrients do not affect the score. Moisture was not declared and was estimated at 9.5% from the food type.
Declared fortification: 19 nutritional additives on the label
- Vitamin A 18,000 IU
- vitamin D3 1,500 IU
- vitamin E 180 IU
- vitamin C 140mg
- vitamin B1 (thiamine mononitrate) 8mg
- vitamin B2 (riboflavin) 8mg
- vitamin B6 (pyridoxine hydrochloride) 6mg
- vitamin B12 (cyanocobalamine) 30mcg
- biotin 250mcg
- choline chloride 1,200mg
- folic acid 0.8mg
- niacin 50mg
- calcium-D-pantothenate 24mg
- taurine 1,500mg
- zinc (zinc oxide) 100mg
- manganese (manganous oxide) 10.0mg
- copper (copper(II) sulphate pentahydrate) 8.0mg
- iodine (calcium iodate, anhydrous) 2.6mg
- DL-methionine 1,000mg
Medium confidence: the full five-part analysis is on file; where moisture was not declared it was 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 (80% of the recipe mass) (voluntary) | 16/20 |
| 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) | 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 (Analytical constituents declared, 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.
100/100 · strong — 3 checkable claims: 3 consistent, 0 contradicted.
Consistent with the label
- "high meat and protein content" — supported by the declared high protein data.
- "easy to digest meal with 40% animal protein" — supported by the declared high protein data.
- "Complete dry food for adult dogs of all breeds and sizes" — supported by the declared complete and balanced data.
5 further claims on file that we cannot check against the label.
Strong: at least three checkable claims, all consistent with the declared label, and no compliance cap.
| Claim | Type | Check | Substantiation |
|---|---|---|---|
| Grain and gluten-free dry dog food with a unique 80:20:0 recipe. It contains 80% fish ingredients and 20% wholesome fruit and vegetables. (on page) | Content | not checkable | Manufacturer assertion |
| Grain and gluten-free with 20% fruit, vegetables and herbs (on page) | Content | not checkable | Manufacturer assertion |
| high meat and protein content (on page) | High/low level | consistent | Manufacturer assertion |
| 36% fresh salmon (on page) | Content | not checkable | Manufacturer assertion |
| easy to digest meal with 40% animal protein (on page) | High/low level | consistent | Manufacturer assertion |
| free from artificial preservatives and colours (on page) | Free-from | not checkable | Manufacturer assertion |
| 80:20:0 recipe: 40% fish protein from top quality ingredients including fresh salmon (on page) | Content | not checkable | Manufacturer assertion |
| Complete dry food for adult dogs of all breeds and sizes (on page) | Content | consistent | 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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