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Vague Labelling Means Dog Owners Don't Know What They're Feeding Pets

23 April 2015

UK - An investigation carried out by BBC television programme ‘Rip Off Britain’ has highlighted that many big-brand dog foods are carrying unclear labelling that masks the product’s true ingredients.

The research found that many dog owners in Britain find the labelling on pet food ‘confusing and vague’ and therefore don’t know exactly what they are feeding their beloved pets.

The programme, aired on Wednesday 22 April, revealed that big-brand pet food carrying labels such as ‘with tasty chicken’ may actually contain as little as four per cent chicken, while ‘rich in pork’ may contain only 14 per cent pork.

The term ‘meat derivatives’ can also mean that the food includes hooves, snouts, beaks or even feathers, said David Jackson, canine nutritionist, on the programme.

Tom Kibble, Director of Devoted Pet Foods says: “Unfortunately I’m not surprised by these findings. In fact, it was after discovering the high grain and low meat content in some dog foods myself, I felt driven to establish Devoted.

“Dogs that are fed food with an excessive grain content are more likely to suffer health issues, allergies and serious skin problems. It mustn’t be forgotten that dogs are carnivores and their bodies are designed to convert meat protein. Therefore they need a food with a high meat content.”

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