Purizon Original Fish – Grain-free
Dry Extruded complete High meat Clear label
Is Purizon Original Fish – Grain-free a good dog food?
We score it 71/100 (Good). This reflects the ingredient quality, composition and label transparency of the recipe as declared on the label.
Why this score?
This food achieves a score of 71 out of 100 based on several key factors. The overall quality of the ingredient list adds +9.8 to the total, while the processing format reduces the score by -7. Additionally, the meat content contributes +6.9, and printing percentages on the label adds +3.2.
Only part of the analytical constituents are declared, so the nutritional picture is incomplete.
- Recipe71
- Nutritionalmedium98
- 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 extruded dry food for adult dogs, with salmon, herring and plaice as the main ingredients.
Why you might choose it
- Scores 71, in the top quarter of dry foods we track.
- Meat makes up an estimated 60% of the dry matter (73% as fed).
- Prints ingredient percentages on the label.
Why you might not
We found no significant drawbacks in the data we hold for this product.
Estimated composition
Typical analysis (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
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
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
Reviews
140 reviews on this product · 4.1/5
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. Use the homepage filter to find foods that fit your dog.
Ingredients (30)
| # | As declared | Matched | Category | Tier | Declared % | Est. % |
|---|---|---|---|---|---|---|
| 1 | Salmon (36%) | Salmon | meat | good | 36 | 36.0 |
| 2 | Herring | Herring | meat | good | - | 2.7 |
| 3 | dried | unmatched | - | - | - | 2.6 |
| 4 | Plaice | Plaice | meat | good | - | 2.6 |
| 5 | dried | unmatched | - | - | - | 2.5 |
| 6 | Atlantic Cod | Cod | meat | good | - | 2.5 |
| 7 | dried | unmatched | - | - | - | 2.4 |
| 8 | Saithe | Saithe | meat | good | - | 2.4 |
| 9 | dried | unmatched | - | - | - | 2.3 |
| 10 | Sweet Potatoes | Sweet Potatoes | carb | good | - | 2.3 |
| 11 | Potatoes | Potatoes | carb | medium | - | 2.3 |
| 12 | Salmon Oil (7%) | Salmon Oil | oil | good | 7 | 7.0 |
| 13 | Peas | Peas | veg | good | - | 2.2 |
| 14 | Linseed | Linseed | veg | good | - | 2.2 |
| 15 | Psyllium Husks | Psyllium | fibre | good | - | 2.1 |
| 16 | Apples | Apples | veg | good | - | 2.1 |
| 17 | Carrots | Carrots | veg | good | - | 2.0 |
| 18 | Cranberries | Cranberries | veg | good | - | 2.0 |
| 19 | Spinach | Spinach | veg | good | - | 1.9 |
| 20 | Thyme | Thyme | veg | good | - | 1.9 |
| 21 | Oregano | Oregano | veg | good | - | 1.8 |
| 22 | Sage | Sage | veg | good | - | 1.8 |
| 23 | Parsley | Parsley | veg | good | - | 1.7 |
| 24 | Marjoram | Marjoram | veg | good | - | 1.7 |
| 25 | Chamomile | Chamomile | veg | good | - | 1.6 |
| 26 | Aniseed | Aniseed | veg | good | - | 1.6 |
| 27 | Fenugreek | Fenugreek | veg | good | - | 1.5 |
| 28 | Marigold | Calendula | veg | good | - | 1.5 |
| 29 | Peppermint | Peppermint | veg | good | - | 1.4 |
| 30 | Chicory Inulin | Inulin | fibre | good | - | 1.4 |
Brand
- 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 v2 (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.
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 | 1.0 | 9.915 | +9.83 |
| Meat share of dry matter | 59.9% | 0.116 | +6.94 |
| Carb share of dry matter | 1.9% | -0.113 | -0.21 |
| Oil share of dry matter | 20.3% | -0.088 | -1.79 |
| Vegetable share of dry matter | 13.0% | -0.002 | -0.02 |
| Undeclared quantities | 20.0% | -0.131 | -2.62 |
| Prints ingredient percentages | yes | 3.194 | +3.19 |
| Complete diet | yes | 1.703 | +1.70 |
| High meat (30%+ of dry matter) | yes | -0.506 | -0.51 |
| Meat share × printed percentages | 59.9 | -0.073 | -4.39 |
| Processing multiplier | 1.00 | 32.336 | +32.34 |
| Processing: Dry Extruded | yes | -6.996 | -7.00 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 32.336 | +32.34 |
| Average ingredient quality | 1.0 | 9.915 | +9.83 |
| Meat share of dry matter | 59.9% | 0.116 | +6.94 |
| Carb share of dry matter | 1.9% | -0.113 | -0.21 |
| Oil share of dry matter | 20.3% | -0.088 | -1.79 |
| Vegetable share of dry matter | 13.0% | -0.002 | -0.02 |
| Additive share of dry matter | 0.0% | 0.177 | +0.00 |
| Supplement share of dry matter | 0.0% | -0.009 | +0.00 |
| Other share of dry matter | 0.0% | -0.371 | +0.00 |
| Unrecognised share of dry matter | 0.0% | -0.022 | +0.00 |
| Recipe graded poor | 0.0% | -0.045 | +0.00 |
| Poor-quality meat in recipe | 0.0% | -0.182 | +0.00 |
| Number of poor ingredients | 0 | -0.868 | +0.00 |
| Largest single poor ingredient | 0.0% | 0.056 | +0.00 |
| Undeclared quantities | 20.0% | -0.131 | -2.62 |
| Prints ingredient percentages | yes | 3.194 | +3.19 |
| 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 | 59.9 | -0.073 | -4.39 |
| 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 | yes | -6.996 | -7.00 |
| Processing: Dry Semi Moist | no | -6.833 | +0.00 |
| 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
- -0.01
- Additives declared on label
- +1 transparency bonus
- Subtotal
- 70.8
- Final score
- 71/100
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.
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 | 43.5 (band 18 to 40%) | 100 |
| Fat | 19 | 20.7 (band 5.5 to 20%) | 100 |
| Fibre | 1.5 | 1.6 (band 0.5 to 5%) | 85.1 |
| Calcium | 1.7 | 1.8 (band 0.5 to 2.5%) | 100 |
| Phosphorus | 1.2 | 1.3 (band 0.4 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 | 431.5 | 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 8% from the food type.
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 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 |
|---|---|---|
| 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 | Manufacturer assertion |
| Grain and gluten-free with 20% fruit, vegetables and herbs (on page) | Content | Manufacturer assertion |
| high meat and protein content (on page) | High/low level | Manufacturer assertion |
| 36% fresh salmon (on page) | Content | Manufacturer assertion |
| easy to digest meal with 40% animal protein (on page) | High/low level | Manufacturer assertion |
| free from artificial preservatives and colours (on page) | Free-from | Manufacturer assertion |
| 80:20:0 recipe: 40% fish protein from top quality ingredients including fresh salmon (on page) | Content | Manufacturer assertion |
| Complete dry food for adult dogs of all breeds and sizes (on page) | Content | 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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