You see lamb at the top of the bag at New World. But the math often tells a different story.
Manufacturers break one big filler into three small ones. Suddenly, meat looks like the main event, even when it isn't.
Scan the first seven ingredients. If you see 'Pea Protein', 'Pea Fibre', and 'Whole Peas', you are likely buying a pea biscuit.
'Fresh Chicken' is 70% water. Once cooked into dry kibble, that top-spot ingredient often shrinks to 4th or 5th place.
Unlike fresh meat, 'Lamb Meal' is weighed dry. It gives you a more accurate look at the actual protein density in the bag.
Swapping corn for three types of legumes is the same trick. Don't let a 'Grain-Free' badge blind you to heavy fillers.
The first 7 ingredients tell the real story. Group the plants together mentally—do they outnumber the meat?
This isn't a regulatory breach; it's a loophole. Labels can split ingredients as long as they are technically 'different' components.
Check the protein percentage. If 'Meat' is #1 but protein is under 22%, the label is playing games with your money.
Kiwi brands like Ziwi Peak or K9 Natural use 90% meat. They have nothing to hide because there is no room for splitting.
Low-quality fillers can lead to dull coats and vet visits. Real nutrition means smaller portions and a healthier pet.
A 'Meat First' label is a marketing promise, but the ingredient list is the mathematical proof. Learn to read the math, not the headlines.
Get the full list of 'Splitter' red flags and our top NZ-made food recommendations.