ASA ruling upheldThe Pack: A paid-for Facebook post and a post on a dog food retailer’s Facebook page misleadingly implied that a plant-based diet was healthier for dogs than a meat-based diet and made misleading and unsubstantiated environmental claims. ASA ruling, November 2022
The Pack Wet Food
Wet Pate complete Clear label
Is The Pack Wet Food a good dog food?
We score it 67/100 (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 rating of 67 out of 100 based on several key factors. The presence of ingredients without printed percentages contributed -8.6 points to the total. On the positive side, the overall quality of the ingredient list added +8 points, while printing percentages on the label contributed +3.2 points. Finally, the processing format further contributed +2.9 points to the final score.
66% of this recipe has no printed percentage. Estimated shares are model estimates, not label facts.
- Recipe67
- Nutritionalmedium100
- Transparency57
- 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 wet paté food for dogs of all life stages, with pea protein, lupin beans and papaya as the main ingredients.
Why you might choose it
- Prints ingredient percentages on the label.
- Doesn't list grain ingredients.
- High in protein: 40% protein on a dry-matter basis.
Why you might not
- High in fat: 20% fat on a dry-matter basis.
- Meat makes up an estimated 0% of the dry matter; carbohydrates dominate.
- The ASA upheld complaints about this brand's advertising on 2 November 2022: A paid-for Facebook post and a post on a dog food retailer’s Facebook page misleadingly implied that a plant-based diet was healthier for dogs than a...
Estimated composition
Typical analysis (as fed)
- Protein
- 10%
- Fat
- 5%
- Fibre
- 2%
- Ash
- 2.50%
- Moisture
- 75%
- Omega-3 fatty acids
- 2%
- Calcium
- 0.40%
- Phosphorus
- 0.23%
Additives & feeding info
Technological additives
gelling agent.; gelling agent.; gelling agent.
Who is this food for?
Suits
- Labelled by the manufacturer for all lifestages
- Grain-free: no grain ingredients listed
- Doesn't list chicken, beef, turkey, lamb, fish, venison, pork, duck as ingredients
Consider something else if:
- You are limiting fat: 20.0% on a dry-matter basis is in the high band
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 (29)
| # | As declared | Matched | Category | Tier | Declared % | Est. % |
|---|---|---|---|---|---|---|
| 1 | Pea Protein (8%) | Pea protein | carb | medium | 8 | 8.0 |
| 2 | Lupin Beans (5.4%) | Lupin Beans | veg | medium | 5.4 | 5.4 |
| 3 | Papaya (3.5%) | Papaya | veg | good | 3.5 | 3.5 |
| 4 | Blackberries (3%) | Blackberries | veg | good | 3 | 3.0 |
| 5 | Sunflower Oil (2.9%) | Sunflower oil | oil | good | 2.9 | 2.9 |
| 6 | Kale (2.3%) | Kale | veg | good | 2.3 | 2.3 |
| 7 | Pumpkin (2.3%) | Pumpkin | veg | good | 2.3 | 2.3 |
| 8 | Green Beans (2.2%) | Green Beans | veg | good | 2.2 | 2.2 |
| 9 | Brewer’s Yeast (2.1%) | Yeast | supplement | good | 2.1 | 2.1 |
| 10 | Rosemary | Rosemary | veg | good | - | 6.1 |
| 11 | Thyme | Thyme | veg | good | - | 5.9 |
| 12 | Chamomile | Chamomile | veg | good | - | 5.7 |
| 13 | Dandelion | Dandelion Root | veg | good | - | 5.5 |
| 14 | Basil | Basil | veg | good | - | 5.2 |
| 15 | Marjoram | Marjoram | veg | good | - | 5.0 |
| 16 | Coriander | Coriander | veg | good | - | 4.8 |
| 17 | Bay Laurel | Bay Laurel | veg | medium | - | 4.6 |
| 18 | Parsley | Parsley | veg | good | - | 4.4 |
| 19 | Sage | Sage | veg | good | - | 4.1 |
| 20 | Dill | Dill | veg | good | - | 3.9 |
| 21 | Yucca | Yucca Schidigera | supplement | good | - | 3.7 |
| 22 | Chicory Root (0.1%) | Chicory root | veg | good | 0.1 | 0.1 |
| 23 | Minerals | Vitamins and minerals | supplement | medium | - | 3.5 |
| 24 | Hemp Seeds (0.67%) | Hemp Seeds | veg | good | 0.67 | 0.7 |
| 25 | Pumpkin Seeds (0.67%) | Pumpkin Seeds | veg | good | 0.67 | 0.7 |
| 26 | Sunflower Seeds (0.67%) | Sunflower Seeds | veg | good | 0.67 | 0.7 |
| 27 | Turmeric (0.5%) | Turmeric | veg | good | 0.5 | 0.5 |
| 28 | Vegetable Broth | Vegetable Broth | other | medium | - | 3.3 |
| 29 | Algal Oil (0.04%) | Algal Oil | oil | good | 0.04 | 0.04 |
Brand
- Website
- https://thepackpet.com/
Trust and provenance
- Recall history
- No recalls recorded in our database
- Label data last checked
- 2026-09-14
- Scored with
- Model v2 (methodology)
- Product page
- thepackpet.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.
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 | 0.8 | 9.915 | +8.04 |
| Carb share of dry matter | 22.3% | -0.113 | -2.51 |
| Oil share of dry matter | 9.2% | -0.088 | -0.81 |
| Vegetable share of dry matter | 40.8% | -0.002 | -0.07 |
| Supplement share of dry matter | 27.1% | -0.009 | -0.24 |
| Other share of dry matter | 0.5% | -0.371 | -0.19 |
| Undeclared quantities | 65.7% | -0.131 | -8.59 |
| Prints ingredient percentages | yes | 3.194 | +3.19 |
| Complete diet | yes | 1.703 | +1.70 |
| Low meat (under 10% of dry matter) | yes | -1.988 | -1.99 |
| Processing multiplier | 1.00 | 32.336 | +32.34 |
| Processing: Wet Pate | yes | 2.935 | +2.94 |
Show all 40 components
| Component | Input | Coefficient | Contribution |
|---|---|---|---|
| Base score | - | 32.336 | +32.34 |
| Average ingredient quality | 0.8 | 9.915 | +8.04 |
| Meat share of dry matter | 0.0% | 0.116 | +0.00 |
| Carb share of dry matter | 22.3% | -0.113 | -2.51 |
| Oil share of dry matter | 9.2% | -0.088 | -0.81 |
| Vegetable share of dry matter | 40.8% | -0.002 | -0.07 |
| Additive share of dry matter | 0.0% | 0.177 | +0.00 |
| Supplement share of dry matter | 27.1% | -0.009 | -0.24 |
| Other share of dry matter | 0.5% | -0.371 | -0.19 |
| 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 | 65.7% | -0.131 | -8.59 |
| 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) | no | -0.506 | +0.00 |
| Low meat (under 10% of dry matter) | yes | -1.988 | -1.99 |
| High carb and low meat | no | -1.250 | +0.00 |
| Meat share × printed percentages | 0.0 | -0.073 | +0.00 |
| 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 | no | -6.996 | +0.00 |
| Processing: Dry Semi Moist | no | -6.833 | +0.00 |
| Processing: Dry Muesli | no | -10.711 | +0.00 |
| Processing: Wet Pate | yes | 2.935 | +2.94 |
| Processing: Wet Chunks | no | 2.292 | +0.00 |
- Processing-type offset
- -0.16
- Additives declared on label
- +1 transparency bonus
- Subtotal
- 67.0
- Final score
- 67/100
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.
| Model | Score | |
|---|---|---|
| v2 | 67/100 | current |
| v1 | 66/100 | |
| v1.9 | 67/100 |
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 | 10 | 40 (band 18 to 40%) | 100 |
| Fat | 5 | 20 (band 5.5 to 20%) | 100 |
| Fibre | 2 | 8 (band 0.5 to 5%) | 100 |
| Calcium | 0.4 | 1.6 (band 0.5 to 2.5%) | 100 |
| Phosphorus | 0.23 | 0.9 (band 0.4 to 1.6%) | 96 |
| Calcium:phosphorus ratio | 1.7 | 1.7 (band 1 to 2%) | 100 |
Scored over 6 declared nutrients (combined weight 80); undeclared nutrients do not affect the score.
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 (34.3% of the recipe mass) (voluntary) | 6.9/20 |
| Analytical constituents declared (mandatory) | 15/15 |
| Additives declared (mandatory) | 5/10 |
| Energy value declared (voluntary) - not on file | 0/5 |
| 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 (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 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 |
|---|---|---|
| Great for hypoallergenic diets (on page) | Functional | Manufacturer assertion |
| 100% nutritionally complete (on page) | Content | Manufacturer assertion |
| Grain free (on page) | Free-from | Manufacturer assertion |
| Inclusion of superfoods (on page) | Content | Manufacturer assertion |
| High protein (on page) | High/low level | Manufacturer assertion |
| Over 90% digestibility (on page) | Content | Manufacturer assertion |
| plant-based wet food (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.
Other products from The Pack
Alternatives to Wet Food
Foods in our database that are similar on ingredients, protein, format or price. Scores and figures are from the same deterministic model used everywhere on the site.
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