Purizon Original Chicken with Fish Adult – Grain-free
Dry Extruded complete High meat Clear label
Is Purizon Original Chicken with Fish Adult – Grain-free a good dog food?
We score it 68/100 (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 68 out of one hundred. The meat content contributed +7.1 to this total, alongside the overall quality of the ingredient list which added +7. However, the processing format brought a deduction of -7, while printing percentages on the label provided a further addition of +3.2.
Only part of the analytical constituents are declared, so the nutritional picture is incomplete.
- Recipe68
- Nutritionalmedium93
- 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 chicken, salmon and herring as the main ingredients.
Why you might choose it
- Meat makes up an estimated 61% of the dry matter (72% as fed).
- Prints ingredient percentages on the label.
- Doesn't list grain ingredients.
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
- 8.20%
- Omega-3 fatty acids
- 0.60%
- Omega-6 fatty acids
- 2%
- Calcium
- 1.50%
- Phosphorus
- 1.10%
Energy: 406 kcal/100g
Dry matter basis
- Protein
- 40%
- Fat
- 19%
- Fibre
- 1.50%
- Ash
- 8.20%
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 80-105g; 10kg 130-180g; 15kg 180-245g; 20kg 220-300g; 25kg 260-355g; 30kg 300-410g; 40kg 370-510g; 50kg 440-600g; 60+kg 505+g. Food should be served dry. Introduce gradually over ~2 weeks when changing food.
Reviews
44 reviews on this product · 3.6/5
Who is this food for?
Suits
- Labelled by the manufacturer for adult dogs
- Grain-free: no grain ingredients listed
- Doesn't list beef, lamb, venison, pork as ingredients
Consider something else if:
- Your dog avoids chicken: the label lists chicken
- Your dog avoids turkey: the label lists dehydrated turkey protein
- Your dog avoids fish: the label lists salmon
- Your dog avoids duck: the label lists duck
- 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 (33)
| # | As declared | Matched | Category | Tier | Declared % | Est. % |
|---|---|---|---|---|---|---|
| 1 | 23% fresh chicken meat | Chicken | meat | medium | 23 | 23.0 |
| 2 | 17% dried chicken meat | Chicken | meat | medium | 17 | 17.0 |
| 3 | 17% fresh salmon | Salmon | meat | good | 17 | 17.0 |
| 4 | 2% herring | Herring | meat | good | 2 | 2.0 |
| 5 | 2% plaice | Plaice | meat | good | 2 | 2.0 |
| 6 | 2% cod | Cod | meat | good | 2 | 2.0 |
| 7 | 2% saithe | Saithe | meat | good | 2 | 2.0 |
| 8 | dried potatoes | Potatoes | carb | medium | - | 1.3 |
| 9 | dried sweet potatoes | Sweet Potatoes | carb | good | - | 1.3 |
| 10 | 5% poultry fat | Poultry Fat | oil | medium | 5 | 5.0 |
| 11 | 4% dried turkey | Dehydrated turkey protein | meat | good | 4 | 4.0 |
| 12 | 2% dried duck | Duck | meat | medium | 2 | 2.0 |
| 13 | 2% hydrolysed poultry protein | Hydrolysed Poultry Protein | meat | medium | 2 | 2.0 |
| 14 | peas | Peas | veg | good | - | 1.2 |
| 15 | 1% dried egg | Dried Egg | meat | medium | 1 | 1.0 |
| 16 | 1% salmon oil | Salmon Oil | oil | good | 1 | 1.0 |
| 17 | linseed | Linseed | veg | good | - | 1.2 |
| 18 | psyllium husks | Psyllium | fibre | good | - | 1.2 |
| 19 | dried apples | Apples | veg | good | - | 1.1 |
| 20 | dried carrots | Carrots | veg | good | - | 1.1 |
| 21 | dried cranberries | Cranberries | veg | good | - | 1.1 |
| 22 | spinach | Spinach | veg | good | - | 1.0 |
| 23 | thyme | Thyme | veg | good | - | 1.0 |
| 24 | oregano | Oregano | veg | good | - | 1.0 |
| 25 | sage | Sage | veg | good | - | 1.0 |
| 26 | parsley | Parsley | veg | good | - | 0.9 |
| 27 | marjoram | Marjoram | veg | good | - | 0.9 |
| 28 | chamomile | Chamomile | veg | good | - | 0.9 |
| 29 | aniseed | Aniseed | veg | good | - | 0.8 |
| 30 | fenugreek | Fenugreek | veg | good | - | 0.8 |
| 31 | marigold | Calendula | veg | good | - | 0.8 |
| 32 | peppermint | Peppermint | veg | good | - | 0.7 |
| 33 | chicory inulin | Inulin | fibre | good | - | 0.7 |
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 | 0.7 | 9.915 | +6.98 |
| Meat share of dry matter | 61.5% | 0.116 | +7.13 |
| Carb share of dry matter | 1.8% | -0.113 | -0.21 |
| Oil share of dry matter | 16.9% | -0.088 | -1.49 |
| Vegetable share of dry matter | 12.7% | -0.002 | -0.02 |
| Unrecognised share of dry matter | 2.3% | -0.022 | -0.05 |
| 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 | 61.5 | -0.073 | -4.51 |
| 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 | 0.7 | 9.915 | +6.98 |
| Meat share of dry matter | 61.5% | 0.116 | +7.13 |
| Carb share of dry matter | 1.8% | -0.113 | -0.21 |
| Oil share of dry matter | 16.9% | -0.088 | -1.49 |
| Vegetable share of dry matter | 12.7% | -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 | 2.3% | -0.022 | -0.05 |
| 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 | 61.5 | -0.073 | -4.51 |
| 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
- 68.3
- Final score
- 68/100
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 | 1.5 | 1.6 (band 0.5 to 2.5%) | 100 |
| Phosphorus | 1.1 | 1.2 (band 0.4 to 1.6%) | 100 |
| Calcium:phosphorus ratio | 1.4 | 1.4 (band 1 to 2%) | 91.8 |
| Omega fatty acids (omega-6 and omega-3) | - | - | 100 |
| Energy (kcal/100g) | 406 | 441.3 | 50 |
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.
Portion-control flag: 406 kcal/100g as fed with fat at 20.7% dry matter, above the reference band. High-energy foods need smaller portions.
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 |
|---|---|---|
| Meat and protein-rich complete dry dog food (on page) | Content | Manufacturer assertion |
| 80:20:0 recipe: 40% animal protein from top quality ingredients including fresh meat and fresh fish (on page) | Content | Manufacturer assertion |
| Grain-free with 20% fruit, vegetables and herbs (on page) | Free-from | Manufacturer assertion |
| Irresistible combination of 36% fresh salmon and other top quality fish (on page) | Content | Manufacturer assertion |
| 0% grain and gluten (on page) | Free-from | Manufacturer assertion |
| free from artificial preservatives and colours (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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