As questions around dog food ingredients and manufacturing hit the headlines, meat for dogs has launched a deliberately provocative tool asking owners how much they really know about what they feed their pets.
Dog owners are being challenged to take a closer look at what's actually in their dog's bowl with the launch of a new online Kibble Calculator.
Created by British raw dog food brand meat for dogs, the free tool asks owners a series of questions about what they expect from dog food; from recognisable ingredients and meat content to fillers and processing.
It then calculates just how compatible those expectations are with kibble.
Spoiler: kibble doesn't do particularly well.
The calculator arrives as dog food ingredients and manufacturing are receiving renewed scrutiny, following recent high-profile product recalls and growing questions from owners about exactly what goes into the food they give their pets.
Rather than focusing on individual manufacturers, meat for dogs wants owners to ask a much simpler question:
Do you actually know what you're feeding your dog?
The brand argues that dog food has become increasingly complicated, with lengthy ingredient lists, nutritional terminology, supplements and highly processed products becoming normalised.
Its alternative is deliberately less complicated: raw meat, bone and offal.
The Kibble Calculator takes that philosophy to its logical (and admittedly ridiculous) conclusion.
The brand describes its methodology as:
“Scientifically questionable. Emotionally accurate.”
Users receive a score at the end which can be shared on social media, while meat for dogs plans to follow the launch with research into how well British dog owners actually understand the ingredients and processing behind their pets' food.
Take the Kibble Calculator:
meatfordogs.co.uk/pages/kibble-calculator