Dog treat labels can include unfamiliar terms such as complementary feed, crude protein, crude ash, animal derivatives and additives.

This guide explains what those terms mean, what to check before buying and how Fido’s separates its single-ingredient natural range from crafted, bagged and packed products containing several ingredients.

What to check first | Complete or complementary | Composition | Analytical constituents | Label claims | Fido’s ranges

What to Check First

Before choosing a dog treat, look beyond the product name and front photograph. Check:

• What the product is: treat, chew, feed material or complementary pet food
• Which animal it is intended for: for example, dogs
• Composition or ingredients: what the product contains
• Analytical constituents: measured percentages such as protein and oils and fats
• Additives: anything declared under the additives heading
• Feeding directions: how the manufacturer says it should be offered
• Net quantity: the weight, count or pack size
• Best-before date and storage: how long and where it should be kept
• Batch information: useful for identifying and tracing a particular production batch

For products sold online, also read the complete product description before ordering. If the information online and the current packet appear different, contact Fido’s before feeding the product.

Complete, Complementary or Feed Material?

Complete pet food

A product described as complete is intended to provide all the nutrients a dog needs when it is fed according to its instructions and is appropriate for that dog’s life stage.

Complementary pet food

A complementary product is intended to be fed alongside the dog’s normal diet. Most treats, rewards and chews are complementary rather than complete meals.

A complementary treat should therefore form only part of the dog’s diet. It shouldn’t replace an appropriate complete food unless a vet or qualified nutrition professional has advised otherwise.

Feed material

A feed material is a product that can be fed on its own or used as an ingredient in another animal feed. Some single-ingredient natural treats may be described this way on their packaging.

How to Read the Composition or Ingredients

The composition tells you what the product is made from. Ingredients are generally declared in descending order by weight, so the ingredient used in the greatest quantity appears first.

Individually named ingredients

A label may list each ingredient separately, such as:

This makes the individual components easy to identify, although you should still check additives and analytical information elsewhere on the label.

Category descriptions

UK pet food labels may also use legally recognised category names such as:

• meat and animal derivatives;
• cereals;
• oils and fats;
• derivatives of vegetable origin.

A category description doesn’t mean the product has no controlled ingredient information. It allows the producer to declare ingredients by an authorised category rather than naming every individual ingredient on the packet.

What does “with chicken” mean?

A product described as “with chicken” is not necessarily made only from chicken. The label should state the amount of the highlighted ingredient, but other animal or plant ingredients may also be present.

Read the complete composition rather than assuming that the named flavour or protein on the front is the product’s only ingredient.

Single Ingredient and Single Protein Are Not Always the Same Claim

Single ingredient should mean that only one ingredient is used.

Single protein generally refers to one named animal-protein source, but the product may still contain other non-protein ingredients. Always read the full composition rather than relying only on the phrase printed on the front.

Where a dog is following a veterinary elimination diet or has a suspected food allergy, ask the vet exactly which products and ingredients are permitted. An ordinary treat marketed by protein type isn’t a substitute for veterinary dietary guidance.

What Are Analytical Constituents?

Analytical constituents are measured parts of the product shown as percentages. They commonly include:

The word “crude” describes the laboratory method used to measure these constituents. It doesn’t mean that the ingredient is dirty, untreated or poor quality.

Analytical percentages don’t tell you everything about ingredient source, treat hardness, calorie content or whether the product is appropriate for a particular medical condition.

What Are Additives?

Additives may be included for nutritional or technological reasons. Depending on the product, these might include vitamins, minerals, preservatives, antioxidants, colours or flavouring substances.

The presence of an additive doesn’t automatically make a product unsuitable, and the absence of one doesn’t automatically make it right for every dog. Read what is actually declared and consider the dog’s individual diet.

For a question about an unfamiliar additive, contact the manufacturer or supplier and provide the product name and batch number.

Understanding Common Front-of-Pack Claims

Natural

“Natural” can be used in different ways across the pet-food market, so check what the business means by it and whether the detailed composition supports the claim.

At Fido’s, our natural range means that each treat is one part of an animal with nothing else added. Our crafted, bagged and packed products are separate ranges and may contain several ingredients.

Grain-free

Grain-free tells you that grain ingredients aren’t included in the declared composition. It doesn’t tell you the product’s fat content, calories, hardness or whether it is suitable for a dog with a medical condition.

Additive-free

Check whether the claim applies to every type of additive or only particular ones, such as artificial colours or preservatives. The full composition and additives declaration provide the useful detail.

Low fat

Don’t assume that a product is low in fat because it looks lean or is marketed as a light snack. Check for a supported claim and the declared crude oils and fats figure.

Dogs that need a medically restricted-fat diet require veterinary advice. A general shop page or product label can’t decide what level is suitable for that individual dog.

Dental, calming, joint or digestive wording

Read these claims carefully. A treat must not be treated as a medicine or assumed to prevent, diagnose or treat a health condition.

Check the ingredients and supported product information, and speak to a vet about ongoing symptoms, dental disease, anxiety, digestive problems or a prescribed diet.

Best Before, Batch Number and Storage

Best-before date

The best-before date shows the period during which the unopened product should retain its expected quality when stored correctly.

Don’t feed a treat simply because it is within date if it smells unusual, appears mouldy, has damaged packaging or seems contaminated.

Batch number

The batch number allows a particular production batch to be identified. Keep the packet or photograph the batch details if you need to report a concern.

Storage instructions

Follow the current packet instructions. Many dried treats should be kept sealed in a cool, dry place, but the product’s own directions take priority.

How Fido’s Organises Its Treat Ranges

Fido’s natural range

Every item in this range is one part of an animal with nothing else added. This means the treats are single-ingredient, grain-free and additive-free.

Examples include animal ears, feet, skins, trachea and other individual natural chews. The exact animal part and protein should be shown on the individual product page.

Browse Fido’s natural dog treats

Crafted, bagged and packed ranges

These products may contain several ingredients or a prepared recipe. Read each product separately rather than applying the natural-range description to them.

Check the current listing for:

• complete composition;
• analytical constituents;
• additives where declared;
• pack size or count;
• feeding and safety information;
• any dog-specific suitability considerations.

Five Questions to Ask Before Buying

Need Help Reading a Product?

Bring the packet into our Normanton shop or send Fido’s a clear photograph of the front, composition, analytical constituents, additives and batch information.

We can help explain the wording and show you suitable products to compare. We can’t diagnose an allergy, prescribe a diet or confirm that a general treat is medically appropriate.

Read the Dog Treat & Chew Safety Guide

Browse all dog treats at Fido’s

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