Are Supermarket Pet Food Ingredients Unclear?

| Bone Idol Dog Food, Dog Food, Guides & Resources, Healthy & Wellbeing

Are supermarket pet food ingredients unclear?

New research has revealed that a staggering 95% of dog foods sold in Britain’s supermarkets and on Amazon’s bestseller list don’t reveal their exact ingredients. Here at Bone Idol we are keen to promote clean labelling of pet foods to ensure that consumers know exactly what they are feeding their pets. If it’s not listed on our bag, it’s not in the bag!

Research found that there are four common trends across supermarket pet foods that leave consumers struggling to decipher pet food labels and we want to help you make the right decision for your pet. 

Mystery Meats 

85% of supermarket own-label dog foods and almost two-thirds of big brand dog foods list ‘meat and animal derivatives’ as an ingredient. This is an ambiguous term and doesn’t clearly tell you what animal protein your pet is eating and could include parts that are difficult for your pet to digest.

At Bone Idol, we clearly label the protein source and inclusion level of our freshly prepared meats. These meats are of a high quality and are easily digestible, meaning that a high proportion of the nutrients are available for absorption by the dog. Every product we sell has a full and individual ingredients guide.

You can read all about our recipes HERE

Confusing Carbs 

Numerous pet food labels declare ‘cereals’ within their composition which could refer to a variety of grain-based ingredients. This can make it difficult for you as pet parents when trying to  select a food if your dog has sensitivities to certain ingredients. Bone Idol Grain Free recipes are formulated without grains and instead use a blend of sweet potato and potato which are nutritious carbohydrate sources for pets with more sensitive digestion. These are clearly labelled, making it easy to avoid your pets known allergens and prevent digestive upset.

You can see each of our individual products and the ingredients HERE

Befuddling Fats 

Another vague term that is often found on pet food labels is ‘oils and fats’ which again makes it impossible to be sure what ingredients are included and whether these have any nutritional value for the pet.

Fats are essential in a dog’s diet, but at Bone Idol we use high quality fats rich in omega-3 and omega-6 fatty acids that are nutritious for your dog and help to support skin and coat health for example.

Bone Idol Dog Food BUY NOW here. 


You can call or email our flagship Brighton store 7 days a week with any questions you may have, our team our doggy experts and will be on hand to help. Email: or Call: 01273 695631

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