That "Fresh Chicken" at number one? It might be a marketing illusion designed to hide the truth about fillers.
Fresh meat is 80% water. Once cooked into kibble, that weight vanishes. Your "meat first" meal might actually be grain-heavy after processing.
Manufacturers take one filler—like corn—and break it into three different names. This lets them push meat to the top spot legally.
Look for Pea Protein, Pea Fibre, and Dried Peas on the same bag. Combined, they often dwarf the meat content in the bag.
Labels using "Cereals" or "Animal Derivatives" hide the cheapest ingredients. You never know exactly what is going into your pet's bowl.
In your head, group every version of rice or potato together. If that group weighs more than the meat, it's the real main ingredient.
Most pet foods contain 1% salt. Anything listed after salt is present in a tiny, almost useless amount—no matter how healthy it sounds.
Is that spinach and kale listed after the salt? Your pet is getting less than a teaspoon per kilo. Don't pay extra for it.
Chicken Meal or Salmon Meal is already dry. It provides more actual protein than "Fresh" versions that lose weight in the oven.
Dull coats or large, frequent stools? It might be the split fillers. Transition to a non-split diet slowly over 7-10 days.
Carb percentages are often missing from Irish bags. Email the brand directly. A transparent manufacturer will always give you the data.
Marketing sells the front of the bag, but the back tells the truth. Once you see the "split," you can finally buy the nutrition your pet deserves.
Get the full guide on Irish labelling laws and the exact ingredients to avoid. Don't let your pet's bowl be a mystery.