The 65% shown on our canned food packaging in Europe and the United Kingdom is calculated on an "as-fed" basis, which includes the water used during processing. This aligns with the European Pet Food Industry (FEDIAF) guidelines and reflects the product in its ready-to-serve form.
The 91-97% figure on our website is the range across our different recipes showing the meat, organs, seafood, and bone content before water is added during processing, offering a clearer view of the actual ingredient content in the formulation.
Both percentages are correct and represent our commitment to clear, honest labelling.
Regardless of how the percentages are calculated, the difference in percentage shows both with and without water. Rest assured, the quality of our ingredients and recipes remains the same.
