Updated 25 May 2014
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Pedigree Adult Vital

Type of food Dry extruded complete
Dog types Pet dogs
Breed sizes
Suitable for toy breed dogs
Adult weight 1-4kg. e.g. Chihuahua, Pomeranian, Yorkshire Terrier
Suitable for small breed dogs
Adult weight 4-10kg. e.g. Beagle, Dachshund, Jack Russell
Suitable for medium breed dogs
Adult weight 10-25kg. e.g. Border Collie, Staffie, Springer, Vizsla
Suitable for large breed dogs
Adult weight 25-45kg. e.g. Boxer, Labrador, Greyhound
Suitable for giant breed dogs
Adult weight 45kg+ e.g. Bernese, Great Dane, Mastiff
Dog ages From 12 months to 7 years
Pack sizes 1.5kg, 3kg & 15kg bags
RRP 15kg bags = £28.75

Nutritional rating

17%

At a glance

Not natural: Contains some added artificial preservatives, antioxidants, colourings, flavourings and/or other controversial synthetic ingredients
Not high in meat: Contains less than 30% meat (on a dry matter basis) or meat percentage is unspecified
Not hypoallergenic: Contains one or more common allergy causing ingredients or has an ingredient list that is too unclear to rule out their presence
Not clearly labelled: It is difficult to tell exactly what is in this food due to a lack of labelling clarity

Price per day

£
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Nutrition

Ingredients List

Cereals, Meat and Animal Derivatives (Including 4% Chicken), Oils and Fats (Including 0.2% Fish Oil, 0.2% Sunflower Oil), Derivatives of Vegetable Origin (Including 2% Dried Beet Pulp), Minerals (Including 0.7% Sodium Tripolyphosphate), Antioxidants, Preservatives.

Typical Analysis

Protein:21%, Fat Content:13%, Inorganic Matter:6.5%, Crude Fibre:3%, Calcium:1.3%, Phosphorus:1%, Omega 6 Fatty Acids:2.9%, Omega 3 Fatty Acids:0.4%. Additives Per Kg: Nutritional Additives: Vitamin A:16310 IU, Vitamin D3:1432 IU, Vitamin E:288 mg, Vitamin B1:7.5 mg, Vitamin B2:15.5 mg, Vitamin B6:3.9 mg, Vitamin B9:2.3 mg, Vitamin B12:0.05 mg, Vitamin B5:33.9 mg, Vitamin B3:29 mg, Biotin:0.31 mg, Calcium Iodate Anhydrous:1.7 mg, Cupric Sulphate Pentahydrate:67.5 mg, Manganous Sulphate Monohydrate:380 mg, Sodium Selenite:0.59 mg, Zinc Sulphate Monohydrate:554 mg.

Dry weight nutrients

Above average

Average

Below average

* NFE carbohydrate level (i.e. not including fibre). Level estimated from available data.

Pricing

15kg bags RRP

£28.75

Grams per day

0g

Cost per day

£

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Company

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Company info
Made by: Pedigree Petfoods
Company HQ: Melton Mowbray, UK
Parent company: Mars
Sister brands: Cesar11 Cesar foods listed
Chappie22 Chappie foods listed
Frolic22 Frolic foods listed
Greenies44 Greenies treats listed
James Wellbeloved3737 James Wellbeloved foods listed88 James Wellbeloved treats listed
Royal Canin3232 Royal Canin foods listed
Techni-Cal1111 Techni-Cal foods listed
Manufacturer's product description

Oops, we haven't added this information just yet

Nutritional rating

17%

Review

low meat content

Low meat content

contains wheat

Wheat

contains artificial additives

Artificial additives

unclear ingredients list

Unclear labelling

contains byproducts or derivatives

By-products / derivatives

For 40 years, Pedigree's signature yellow tins and bags have dominated every supermarket pet isle across the country and their relentless advertising has drilled their brand so far into our collective consciousness that, for many of us, when we think of dog food, we think of Pedigree.

Pedigree is the UK's most popular brand of dog food. In fact, it has been the nation's number one food for several decades. Clearly then, they must be doing something right... right?

Well, what they are doing right is marketing. Pedigree spend many millions of pounds on advertising, product positioning and event sponsorship every year in the UK alone. Before the 'Pedigree Dogs Exposed' controversy in 2008, Pedigree were probably best known for being the main sponsor of Crufts (a deal said to be worth £500,000 a year) which has helped to give Pedigree a certain prestige in dog owners' minds. Of course, I have nothing specifically against advertising dog foods but what you have to remember is that a pound spent on marketing is one less being spent on what actually matters... the ingredients.

Reading down the the ingredient list, it's easy to see why so many canine nutritionists wince at the very mention of Pedigree. All of the ingredients are listed as broad umbrella terms like 'cereals', 'meat and animal derivatives', 'derivatives of vegetable origin' and so on. These terms are so broad that virtually any vaguely edible substance you could think of would fall into one category or another making the entire list virtually meaningless.

Granted, Pedigree do shed a speck of light on their ingredients with bracketed information like "including 4% chicken", for example, but all of the provided percentages put together only come to 7.1% of the food. The other 92.9% is a complete mystery.

Providing almost no information on what goes into a product helps a pet food manufacturer in two ways: First, it helps to obscure information and ingredients that might put customers off and, second, it allows the formula to be changed as often as the manufacturer likes depending on what ingredients are cheap at the that time. Our advice is always to look for as much clarity in labelling as possible and to leave foods with broad, ambiguous terms like these well alone.

The only thing we can be absolutely sure about is that Pedigree contains artificial additives. Sodium Tripolyphosphate or STPP is often cited as a mild skin irritant but much more worrying is the unspecified 'preservatives' and 'antioxidants' at the end of the list. These two terms can be used for a whole host of additives including several of the most controversial ingredients found in pet foods. Since it is not made clear which preservatives and antioxidants are being used, these alone are grounds for steering clear of the food as far as we're concerned.

Pedigree's one saving grace is that it no longer appears to contain any artificial colourings which, to their credit, is a huge step in the right direction.

Conclusion: Back-to-back controversial ingredients, almost no labelling clarity and unspecified artificial preservatives. Our advice is to leave it on the shelf.

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