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Pure Pet Food · air-dried

Pure Herring review

Air-driedPuppyAdultNaturalJoint careFussy eatersSkin and coat
Good

An solid, honest air-dried food. 33% declared meat content is respectable, and the label tells you exactly what is inside. The breakdown below shows exactly where every point went.

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Label last checked

Image © Pure Pet Food

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Top 43%scores higher than 57% of rated foodsacross all 3530 foods we've scored
Goodscore bandthe dot marks where it sits among every food we've rated
33%declared meat content
375kcal per 100 g

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 13 ingredients (declared percentages used for 9, position estimates for the rest).
27.2 / 40
Label clarity
Every ingredient individually named (+5); percentages cover 53% of the recipe (+3.2); meat sources named (+2); recipe reads as a fixed formula (+2).
12.2 / 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 33%.
11.6 / 15
Nutritional balance
Estimated carbohydrate 47% dry matter (high); fat 13.0% DM in the healthy band; moisture not declared - 8% assumed for the dry-matter maths; fibre 2.2% DM (+2); ash 9.2% DM - sensible mineral load (+1.2); functional extras: omega-3 source, joint support, pre/probiotics (+2).
6.4 / 10
Processing
Air-dried - gentle preservation.
8 / 10
ODF Score
Algorithm v1.4.0 · scored July 28, 2026 · full methodology public
75 / 100

Our analysis

Breaking the 75 down: the biggest single loss is ingredient quality, where it takes 27.2 of a possible 40. Its strongest showing is additives at 10 of 10.

The label declares 33% meat, which is a real number, which already puts it ahead of the many that print none, and the ingredient list names things individually rather than hiding them in catch-all categories.

Ingredients

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

Meat & fish

Herring & White Fish 33%Dehydrated Herring 18%Dehydrated White Fish 10%

Carbs & grains

Brown Rice

Fruit & veg

PotatoCarrot 8.2%Peas 1.5%Spinach 0.6%

Oils & fats

Hemp Oil 5%Salmon Oil 1%

Supplements & extras

Vegetable Stock 4%MineralsAlgaesource of Omega 3Glucosamine 0.05%Chondroitin 0.05%
Good qualityAcceptable / watch the amountRed flagGeneric / neutralOutlined = first five on the label

Feeding & cost

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

How heavy is your dog?

A typical 15 kg adult dog needs about 188 g a day.

No reliable price data for this food yet, so no cost estimate - we only show numbers we can back.

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 15 kg dog works out near 725 kcal).
  2. Portion: divide that by this food's energy density, 375 kcal/100g, to get the grams above - a denser food needs fewer grams.

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

28.3 % DM
Directory average: 40.7

Fat

13 % DM
Directory average: 21

Est. carbs

47.3 % DM
Directory average: 28.7

Fibre

2.2 % DM
Directory average: 3

Ash

9.2 % DM
Directory average: 8.4

Energy

375 kcal/100g
Directory average: 401.4

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.

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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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