Updated 01 Mar 2021
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Tails.com Example Recipes Adult

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

1kg packs

RRP

1kg packs = £5.23

Exclusive to

Tails.com

Notes

Tails.com generate 'bespoke' formulas according to the details customers enter on their website. The recipes presented here are just a sample of those available.

For the above recipes we entered 4 year old neutered male at ideal weight doing 1 hour exercise per day with no special dietary requirements.

To see what formula they recommend for your dog, you will have to create an account on the Tails.com website.

Please take a look at our review below for more details.

Nutritional rating

55%

At a glance

Natural: Free from added artificial preservatives, antioxidants, colourings, flavourings or other controversial synthetic ingredients
Not high in meat: Contains less than 30% meat ingredients (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.

Certified nutritionally complete: This food complies fully with the complete food nutrient tolerances as recommended by FEDIAF and/or AAFCO

Price per day

£
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Nutrition

Composition

Mixing bowl:

Maize, Chicken 26.8% (Chicken Meal 12%, Chicken Offal 9.5%, Chicken Fat 3.5%, Chicken Gravy 1.8%), Poultry 4.3% (Poultry Meal 3%, Poultry Fat 0.9%, Poultry Gravy 0.4%), Maize Protein Feed, Maize Protein, Meat and Bone Meal 3.2%, Beef Meal 3.2%, Brown Rice, Beet Pulp, Minerals and Vitamins, Linseed, Sweet Potatoes, Dried Yeast, Dried Seaweed, Potatoes, Salt, Chicory Extract, Glucosamine Hydrochloride, Chondroitin Sulphate, Yucca Extract, Marigold.

Italicised text = Information not usually on label but provided by manufacturer to help with our ratings.

As fed (BETA):

Why is this different from the ingredients list?

Typical Analysis

Protein: 24.9%; Fat: 12.9%; Fibre: 2.8%; Ash: 7.8%.

Nutritional additives (per kg)

Biotin 0.07 mg, Zinc 56.73 mg, Manganese 21.94 mg, Iodine 1.21 mg, Iron 15.04 mg, Copper 1.52 mg, Selenium 0.04 mg, L-carnitine 25.75 mg, Vitamin D3 (as Cholecalciferol) 1622.62 IU, Vitamin A (as Retinyl Acetate) 15366.32 IU, Vitamin E (as Alpha Tocopherol Acetate) 316.8 mg, Vitamin C (as Ascorbyl Monophosphate) 36.48 IU.

Energy

370.1 kcal/100g

Dry weight nutrients

Above average

Average

Below average

Pricing

1kg packs RRP

£5.23

Grams per day

0g

Cost per day

£

Approved supplier:

Company

See more
Company info
Name: Tailsco
HQ: London, UK
Parent company: Nestle S.A.
Brands: Bakers1212 Bakers foods listed1313 Bakers treats listed
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Beta1212 Beta foods listed
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Omega11 Omega foods listed
Pro Plan1717 Pro Plan foods listed
Tails.com1515 Tails.com foods listed
Winalot1515 Winalot foods listed11 Winalot treats listed
Manufacturer's product description

" Bespoke kibble design

Optimised kibble size for Bichon Frise cross Lhasa Apso cross Poodle (Miniature)s.

Strong immune system

With selenium, beta-carotene and antioxidants to help keep your dog's immune system healthy

High quality protein

High quality protein to help your dog maintain a healthy body condition.


Tails.com is a nutritionally tailored dog food service which creates a personal recipe for your dog from over a million combinations and delivers it to your door.

We believe that every dog is different; why should we feed them the same? Being nutritionally tailored, your dog's kibble recipe will contain the right balance of fat, fibre, protein, vitamins, minerals and supplements for them and, when your dog’s needs change as they age, so their unique recipe changes too.

Our innovative approach to technology and manufacturing means we’re able to offer this level of personalisation at scale. And, because we sell directly to our customers, we’re able to offer their dogs’ unique recipe at affordable prices.

Tails.com offers free UK-wide delivery, and includes a handy portion cup so you never have to think about the right volume of food to feed your dog. "

Nutritional rating

55%

Review

We don't usually do full written reviews any more (as they are just too time consuming to write and keep up-to-date) but with the sheer amount of questions we're getting about Tails.com right now, we think this one is well warranted.

What is Tails.com?

Tails.com is the first and best known 'bespoke' pet food producer in the UK. Using your dog's details, they create a food that is "perfectly tailored to your dog's unique nutritional needs", deliver it to your door in just the right amounts each month and even put your dog's name on the bag!

The concept has proven extremely popular and, as a result, Tails.com has quickly established a huge presence in the industry.

In 2018 Nestl Purina acquired a controlling share in the business.

Are Tails.com recipes really bespoke?

More or less. Tails has a selection of stock recipes with titles like 'Active Mobility', 'Calorie Management', 'Healthy Activity' and so on. The details a customer enters into the Tails.com website determine which stock formulas are blended together and in what ratios to provide over a million possible combinations. So while it's true that each dog's food is not prepared and cooked individually (which would frankly be impossible), the final mix of ingredients and nutrients is effectively bespoke.

How do I see my bespoke ingredients list?

At the very least you will have to register an account (including providing your email address and filling in a questionnaire) before you get access to any specifics like ingredients, typical analyses etc. and even then it's not guaranteed. Several times while we were creating test formulas on the Tails.com website, the ingredients lists and nutritional breakdowns were not provided at any stage in the process.

Of course, we understand it's impossible for Tails.com to declare the full ingredients lists before customers provide their dogs' details but for the sake of transparency, Tails should really remove the registration requirement, ensure the ingredient list is always provided and publish the ingredients lists of all of their stock recipes so that customers at least have some idea of what they are in store for before signing up.

Is Tails.com food any good?

The big question. Naturally, with so many different permutations available, some formulas are better than others. By our standards, the majority of the ingredients lists we were able to generate through the Tails.com website were scored between 45% and 65%. For some specific dogs with quite niche nutritional requirements, it was possible to generate formulas rating up to 71%.

At the higher end, Tails.com formulas generally contain relatively high proportions of meat (including fresh meat), some good quality whole grains and a decent array of nutritional supplements. Conversely, at the lower end, Tails formulas often contain large quantities of wheat and/or maize, numerous unclear ingredients and artificial additives.

Interestingly, what you pick as your dog's current diet has a sizeable impact on the formula Tails generate for you. Essentially, if you are currently spending a lot on dog food, they will aim to match that by generating a higher quality, more expensive formula and for those currently spending less, the bespoke formula will be lower grade and less expensive.

Is Tails.com food expensive?

From our findings, feeding a dog on Tails dry food is slightly more expensive than the market average. For example, for an average 14kg adult dog with no special dietary requirements you would be looking at around 1 per day (compared with the market average of 85p/day).

It's worth noting that this is also considerably higher than Tails themselves advertise (49p/day for an average small dog, 68p/day for an average medium dog).

As you might expect, the more special dietary requirements you add, the higher the price gets.

Conclusions

To sum up, Tails formulas are generally quite unremarkable in terms of quality and come in at a slightly above average price.

You can make specific requests on the website's questionnaire to improve the quality somewhat but that will also bump up the cost.

For some dogs with very specific dietary needs, Tails.com's customisability might be helpful but for the vast majority a quick search on our dog food directory will likely prove more productive with no shortage of higher quality, lower cost, more transparent options to fit almost any nutritional requirements.

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