Full transparency

Every ingredient. Named. Explained. Visible.

01 · Transparency

Most pet food labels list ingredients by legal name only. You see 'poultry by-product meal' and have to trust that it's acceptable. We list everything — common name, function, and percentage. If we're not comfortable putting it on the bag, it doesn't go in the bowl.

02 · The math

77% chicken before we add anything else. The remaining 23% is the supporting cast: beet granules for digestive regularity, egg yolk granules for biotin, Chinese yam for digestive support, kale crumbs for antioxidants, plus sweet potato, cassava, cellulose, chicory root (prebiotic), apple powder, hawthorn, and blueberry powder.

03 · The line

No corn. No wheat. No soy. No artificial preservatives. No mystery meals.

Where the percentages go.

Every gram accounted for. AAFCO-balanced. No 'mostly chicken' marketing — actual chicken, named and weighed.

44% 22% 6% 5% 7% 1% 15%

Fresh Chicken 44%
Chicken Meal 22%
Chicken Oil 6%
Chicken Liver 5%
Nutrient Granules 7%
Salmon Oil 1%
Plant matter & botanicals 15%

No corn, wheat, or soy No artificial preservatives No by-products or mystery meals No added colours or flavours No carrageenan No corn, wheat, or soy No artificial preservatives No by-products or mystery meals No added colours or flavours No carrageenan

Protein — 44%

Fresh Chicken

Whole chicken meat. First ingredient, highest percentage. Real muscle protein — not flavouring, not digest, not a blend. 44% of the recipe before anything else is added.

Concentrate — 22%

Chicken Meal

Fresh chicken slowly dried to remove moisture. More concentrated protein per gram than whole chicken. A premium, named protein source — not an anonymous 'poultry meal'.

Organ — 5%

Chicken Liver

A rich natural source of Vitamin A, B vitamins, iron, and trace minerals that cats need but can't synthesise. Whole organ, not extracted or isolated.

Fat — 6%

Chicken Oil

Cold-pressed from named chicken. Provides essential fatty acids and improves palatability without the use of animal digest or synthetic flavour enhancers.

Omega-3 — 1%

Salmon Oil

EPA and DHA direct from the source. Supports coat shine, skin health, and joint lubrication. Works alongside the chicken oil to deliver a complete fatty acid profile.

Nutrient granules — 7%

Beet · Egg Yolk · Yam · Kale

Four named-percentage micronutrient sources combined: Beet Granules (2%) for fibre, Egg Yolk Granules (2%) for biotin and fat-soluble vitamins, Chinese Yam (2%) for digestive support, Kale Crumbs (1%) for antioxidants. Whole-food sources, not synthetic premix.