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Concept for Life · dry

Concept for Life Medium Adult review

A solid, honest dry food. Just 23% declared meat content, and the label keeps too much vague. Feeding it costs about 54p a day for a typical adult dog - the breakdown below shows exactly what that buys.

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DryNaturalSensitive stomachSkin and coatDigestion
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Image © Concept for Life

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ODF Score 64/100 Good
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Top 66%scores higher than 34% of rated foodsacross all 3075 foods we've scored
Goodscore bandthe dot marks where it sits among every food we've rated
£0.54per day for a 10 kg dogcheaper than 68% of dry foods
23%declared meat content
Germanybrand origin

Where the points went

The full breakdown, exactly as the algorithm scored it. How our rating works

Ingredient quality
Weighted ingredient quality 68/100 across 18 ingredients (declared percentages used for 7, position estimates for the rest).
27.1 / 40
Label clarity
Vague category terms on the label (lignocellulose) - naming points withheld; percentages cover 26% of the recipe (+1.6); meat sources named (+2); recipe reads as a fixed formula (+2).
5.6 / 15
Additives
No artificial colours, flavours, controversial preservatives or added sugars found.
10 / 10
Red flags
No red-flag ingredients.
0 / 0
Meat content
Declared meat content 23%.
8.2 / 15
Nutritional balance
Estimated carbohydrate 48% dry matter (high); fat 15.2% DM in the healthy band; moisture not declared - 8% assumed for the dry-matter maths; fibre 2.7% DM (+2); ash 8.2% DM - sensible mineral load (+1.9); functional extras: omega-3 source, pre/probiotics (+2).
7 / 10
Processing
Assumed extruded kibble (standard high-heat process).
6 / 10
ODF Score
Algorithm v1.4.1 · scored August 19, 2026 · full methodology public
64 / 100

Our analysis

Breaking the 64 down: the biggest single loss is ingredient quality, where it takes 27.1 of a possible 40. Its strongest showing is additives at 10 of 10.

The label declares 23% meat, which is a low figure, and a declared low figure is still more honest than silence, and the ingredient list leans on vague groupings instead of naming what is actually in the bag.

At about 54p a day to feed a 10kg dog, the question is not whether it is cheap but whether the label justifies the price - and on our scoring, it broadly does.

Ingredients

Straight from the label, grouped by role - every ingredient is coloured by our published classification and links to its full page.

Meat & fish

Poultry proteinfresh chicken meat 20%

Carbs & grains

ricemaizerice flourlignocellulose 1.4%

Fruit & veg

dried beet pulp 3.5%

Oils & fats

poultry fatsalmon oil 0.3%sunflower oil 0.2%

Supplements & extras

linseed 1%monocalcium phosphatebrewer's yeast driedegg powdersodium chloridepotassium chlorideyeast cell wallsrich in mannan-oligosaccharides and beta-glucanschicory inulin 0.1%
Good qualityAcceptable / watch the amountRed flagGeneric / neutralOutlined = first five on the label
Additives (as declared on the label)
Nutritional additives: Original recipe: Vitamin A (12,000 IU), vitamin D3 (1400 IU), vitamin E (250 IU), vitamin C (300mg), vitamin B1 (12mg), vitamin B2 (12mg), vitamin B6 [pyridoxine hydrochloride] (8mg), vitamin B12 (180mcg), niacin (35mg), calcium-D-pantothenate (35mg), folic acid (1.2mg), biotin (300mcg), choline chloride (2200mg), copper [cupric(II) sulphate pentahydrate] (12.5mg), zinc [zinc sulphate monohydrate] (100mg), zinc [glycine zinc chelate hydrate (solid)] (60mg), iron [ferrous(II) sulphate monohydrate] (250mg), manganese [manganous(II) sulphate monohydrate] (30mg), iodine [calcium iodate anhydrous] (2.2mg), selenium [sodium selenite] (0.4mg). New recipe: Vitamin A (15,000 IU), vitamin D3 (1500 IU), vitamin E (250mg), iron [ferrous(II)-sulphate monohydrate] (50mg), copper [cupric(II)-sulphate-pentahydrate] (10mg), zinc [zinc sulphate monohydrate] (62.5mg), manganese [manganous(II)-sulphate monohydrate] (10mg), iodine [calcium iodate anhydrous] (1.5mg), selenium [sodium selenite] (0.2mg).

Feeding & cost

What a bag actually costs to feed - worked out per dog, not per pack.

Pack sizeRRPPer kg
12 kg£44.00£3.67

How heavy is your dog?

A typical 10 kg adult dog needs about 150 g a day = £0.54 / day, £16.42 / month.

How we work this out
  1. Energy: an adult dog at rest needs about 95 × weight0.75 kcal a day (the FEDIAF maintenance formula - a 10 kg dog works out near 534 kcal).
  2. Portion: divide that by this food's energy density, 357 kcal/100g, to get the grams above - a denser food needs fewer grams.
  3. Cost: multiply the grams by this food's price, £3.58 / kg, for the daily cost, then by 30.4 days for the month.

Estimates scale to your dog's weight and the food's calorie density - a denser food needs fewer grams. A rough guide; always follow the pack. Try the full feeding calculator

Nutrition

Declared analysis converted to a dry-matter basis, so wet and dry foods compare fairly.

Protein

26.1 % DM
Directory average: 28.2

Fat

15.2 % DM
Directory average: 14.8

Est. carbs

47.8 % DM
Directory average: 45.2

Fibre

2.7 % DM
Directory average: 3.6

Ash

8.2 % DM
Directory average: 7.9

Moisture isn't declared on this label - dry-matter figures assume 8% (typical for a dry food) and are marked estimated.

Carbohydrates are estimated: 100% minus protein, fat, fibre, ash and moisture.

Similar foods that score higher

Same type and life stage, better ODF Score, comparable price per day.

More from Concept for Life

Other foods in this range, whatever they score - the full picture, not just the top of the list.

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This is label analysis, not veterinary advice - if your dog has a health condition, talk to your vet before switching foods.

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