You're standing in a pet shop (or scrolling online), looking at two treats that look almost identical. One costs £5, the other costs £10. Both promise “natural” and “healthy.” So which one should you buy?
The answer is in the label. Most dog owners never look past the marketing claims on the front. That's where manufacturers hide the truth — in the ingredient list and nutritional information on the back.
The Front of the Package: Marketing vs. Reality
Front-of-pack claims are designed to sell, not inform. Treat them as a starting point, then verify everything on the back.
- “Natural” — no legal definition for pet treats in the UK.
- “Healthy” — vague. Check ingredients and nutrition.
- “Made with real chicken” — could still be a tiny percentage.
- “No artificial colours or flavours” — meaningful if true, so verify.
- “Organic” — meaningful when backed by certification.
The Ingredient List: Where to Look First
Ingredients are listed by weight. The first 3–5 ingredients make up most of the treat.
What to look for
- Specific meat first (chicken, beef, lamb, fish) — not “meat meal” or “animal by-products”.
- Recognisable ingredients you can pronounce.
- Limited ingredients — fewer is often better.
- Natural preservation like mixed tocopherols (vitamin E) or rosemary extract.
Red flags to avoid
- BHA, BHT, ethoxyquin (synthetic preservatives)
- Tartrazine, sunset yellow, allura red (synthetic colours)
- “Artificial flavour”
- “Meat meal” or “animal by-products”
- Corn syrup / high-fructose corn syrup
The Nutritional Information Panel
- Crude protein: aim for at least 15–20% in treats.
- Crude fat: typically 5–15% depending on your dog.
- Crude fibre: often 2–5%.
- Moisture: higher moisture can mean shorter shelf life.
Your 60-Second Checklist
- Flip to the back
- Check the first ingredient (specific meat vs filler)
- Scan for synthetic additives
- Check protein and fat levels
- Look for certifications (organic)
- Find manufacturer info + batch number