ASA ruling upheldSainsbury's: ASA ruling, October 2024
Our verdict
Is Sainsbury's Small Dog Food a good dog food?
We score it 65/100 (Average). 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 dried chicken protein, chicken and sweet potatoes as the main ingredients.
Only part of the analytical constituents are declared, so the nutritional picture is incomplete.
60% 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 adult dogs
- Labelling or feeding guide is aimed at small dogs
- Grain-free: no grain ingredients listed
- Single named protein: chicken
- Doesn't list beef, turkey, lamb, fish, 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 26.50% · Fat 15.50%
Typical analysis (as fed)
| Nutrient | As fed |
|---|---|
| Protein | 26.50% |
| Fat | 15.50% |
| Fibre | 3% |
| Ash | 8.50% |
| Omega-3 fatty acids | 0.90% |
| Omega-6 fatty acids | 3.50% |
| Calcium | 1.20% |
Energy: 379 kcal/100g
Additives & feeding info
Feeding and storage
Storage
For batch code and best before end: see back of pack. Store in a cool, dry place away from direct sunlight. Fold bag once opened.
Feeding guide
Dogs up to 5kg: 30-95g per day. Dogs 5-10kg: 95-165g per day. Allow a transition period when switching to a new diet. This is a guide only. Adjust amount as necessary to keep your dog in lean, active condition. Fresh drinking water should always be available.
Additives declared on the label
Nutritional additives
Vitamin A 17000 IU/kg; Vitamin D3 1500 IU/kg; Vitamin E 70mg/kg; Iodine (Calcium Iodate Anhydrous) 2.5mg/kg; Selenium (Sodium Selenite) 0.1mg/kg; Copper (Copper (II) Sulphate Pentahydrate) 8mg/kg; Iron (Iron (II) Sulphate Monohydrate) 60mg/kg; Manganese (Manganese (II) Oxide) 50mg/kg; Zinc (Zinc Oxide) 100mg/kg
Technological additives
Antioxidants: Tocopherol Extract from Vegetable Oils; Sensory Additives: Flavourings: Rosemary Extract; Green Tea Extract
Ingredients (17)60% of the recipe is estimated
Estimated composition
- meat 37.1%
- veg 26.5%
- supplement 13.8%
- carb 11.8%
- oil 5.5%
- fibre 5.3%
| # | As declared | Matched | Label reading | Declared % | Est. % |
|---|---|---|---|---|---|
| 1 | Chicken Meal 24% | Dried chicken protein | meat · good | 24 | 24.0 |
| 2 | Freshly Prepared Chicken** 8% | Chicken | meat · medium | 8 | 8.0 |
| 3 | Sweet Potato** | Sweet Potatoes | carb · good | - | 6.0 |
| 4 | Potato** | Potatoes | carb · medium | - | 5.8 |
| 5 | Dried Peas** (6%) | Peas | veg · good | 6 | 6.0 |
| 6 | Chicken Fat** | Chicken Oil and Fat | oil · good | - | 5.5 |
| 7 | Dried Beet Pulp** | Beet Pulp | fibre · medium | - | 5.3 |
| 8 | Chicken Gravy | Chicken | meat · medium | - | 5.1 |
| 9 | Linseed** (2%) | Linseed | veg · good | 2 | 2.0 |
| 10 | Minerals | Vitamins and minerals | supplement · medium | - | 4.8 |
| 11 | Yeast Products | Yeast | supplement · good | - | 4.6 |
| 12 | as a source of Prebiotic MOS | Mannanoligosaccharides | supplement · good | - | 4.4 |
| 13 | Dried Cranberry** | Cranberries | veg · good | - | 4.2 |
| 14 | Dried Blueberry** | Blueberries | veg · good | - | 3.9 |
| 15 | Marigold Flower** | Calendula | veg · good | - | 3.7 |
| 16 | Turmeric** | Turmeric | veg · good | - | 3.5 |
| 17 | Dried Spearmint.**Natural ingredients | Spearmint | veg · good | - | 3.2 |
- 1. Chicken Meal 24%24% declared24.0% estimated
- 2. Freshly Prepared Chicken** 8%8% declared8.0% estimated
- 3. Sweet Potato**6.0% estimated
- 4. Potato**5.8% estimated
- 5. Dried Peas** (6%)6% declared6.0% estimated
- 6. Chicken Fat**5.5% estimated
- 7. Dried Beet Pulp**5.3% estimated
- 8. Chicken Gravy5.1% estimated
- 9. Linseed** (2%)2% declared2.0% estimated
- 10. Minerals4.8% estimated
- 11. Yeast Products4.6% estimated
- 12. as a source of Prebiotic MOS4.4% estimated
- 13. Dried Cranberry**4.2% estimated
- 14. Dried Blueberry**3.9% estimated
- 15. Marigold Flower**3.7% estimated
- 16. Turmeric**3.5% estimated
- 17. Dried Spearmint.**Natural ingredients3.2% estimated
Trust and sourceNo recalls recorded in our database · checked 2026-09-12
Brand and contact: Sainsbury's
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-09-12
- Scored with
- Model v3 (methodology)
- Product page
- www.sainsburys.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.
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 65 out of 100 based on several key factors. The overall quality of the ingredient list adds +7.6 points, and the meat content contributes +3.3 points to the total. However, the processing format reduces the score by -6.7 points, and ingredients without printed percentages deducts -6.3 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 | 0.8 | 9.191 | +7.56 |
| Meat share of dry matter | 33.9% | 0.096 | +3.26 |
| Carb share of dry matter | 4.1% | -0.115 | -0.47 |
| Oil share of dry matter | 7.6% | -0.092 | -0.70 |
| Vegetable share of dry matter | 29.3% | -0.005 | -0.15 |
| Supplement share of dry matter | 17.8% | -0.012 | -0.22 |
| Undeclared quantities | 60.0% | -0.106 | -6.33 |
| 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 | 0.8 | 9.191 | +7.56 |
| Meat share of dry matter | 33.9% | 0.096 | +3.26 |
| Carb share of dry matter | 4.1% | -0.115 | -0.47 |
| Oil share of dry matter | 7.6% | -0.092 | -0.70 |
| Vegetable share of dry matter | 29.3% | -0.005 | -0.15 |
| Additive share of dry matter | 0.0% | 0.163 | +0.00 |
| Supplement share of dry matter | 17.8% | -0.012 | -0.22 |
| 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 | 60.0% | -0.106 | -6.33 |
| 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
- +2 transparency bonus
- Subtotal
- 65.3
- Final score
- 65/100
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 | 26.5 | 29.3 (band 18.845303867403317 to 40%) | 99.6 |
| Fat | 15.5 | 17.1 (band 5.75828729281768 to 20%) | 100 |
| Fibre | 3 | 3.3 (band 0.5 to 5%) | 100 |
| Calcium | 1.2 | 1.3 (band 0.5234806629834254 to 2.5%) | 94.4 |
| Omega fatty acids (omega-6 and omega-3) | - | - | 100 |
| Energy (kcal/100g) | 379 | 418.8 | 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 6 declared nutrients (combined weight 80); undeclared nutrients do not affect the score. Moisture was not declared and was estimated at 9.5% from the food type.
Declared fortification: 9 nutritional additives on the label
- Vitamin A 17000 IU/kg
- Vitamin D3 1500 IU/kg
- Vitamin E 70mg/kg
- Iodine (Calcium Iodate Anhydrous) 2.5mg/kg
- Selenium (Sodium Selenite) 0.1mg/kg
- Copper (Copper (II) Sulphate Pentahydrate) 8mg/kg
- Iron (Iron (II) Sulphate Monohydrate) 60mg/kg
- Manganese (Manganese (II) Oxide) 50mg/kg
- Zinc (Zinc Oxide) 100mg/kg
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 (40% of the recipe mass) (voluntary) | 8/20 |
| Analytical constituents declared (mandatory) - not on file | 0/15 |
| Additives declared (mandatory) | 10/10 |
| 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) | 5/5 |
Capped at 60: mandatory items missing (Analytical constituents declared).
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.
50/100 · limited — 2 checkable claims: 2 consistent, 0 contradicted.
Consistent with the label
- "No added pork, dairy, eggs or soya" — supported by the declared pork data.
- "Grain Free Recipe" — supported by the declared grain-free data.
6 further claims on file that we cannot check against the label.
Capped by an upheld ASA ruling from the last 3 years: view ruling
Limited: at least one claim contradicts the declared label, or a recent upheld ASA ruling applies.
| Claim | Type | Check | Substantiation |
|---|---|---|---|
| Hypoallergenic (on page) | Functional | not checkable | Manufacturer assertion |
| Ideal for smaller breeds (on page) | Functional | not checkable | Manufacturer assertion |
| Perfect for smaller mouths when compared to Natures Goodness Adult Chicken Dry Dog Food (on page) | Functional | not checkable | Manufacturer assertion |
| With Freshly Prepared Chicken (on page) | Content | not checkable | Manufacturer assertion |
| No added pork, dairy, eggs or soya (on page) | Free-from | consistent | Manufacturer assertion |
| Made using freshly prepared chicken and vegetables (on page) | Content | not checkable | Manufacturer assertion |
| Smaller sized kibble (on page) | Content | not checkable | Manufacturer assertion |
| Grain Free Recipe (on page) | Free-from | 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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