Guide·6 min
How to read a pet food label
Ingredient order, guaranteed analysis, AAFCO statement — what to look for and what's marketing noise.
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Nutrition
The right food for this pet — age, breed, condition, everything.
Everyday food, prescription diets, treats and breed-specific formulas — with a vet-nutritionist review on every recommendation.
Get a diet recommendation
Read the Food overview
✓AAFCO/FEDIAF compliant
✓Nutritionist on staff
✓Cold-chain fresh delivery
Live overview
Food
Nutrition that fits your pet, not a shelf.
Evidence-led care plan
What this is
Overview
The single biggest lever on your pet's lifespan is not the vet — it's what goes in the bowl, twice a day, for 12+ years.
But 'premium' on a bag is a marketing claim, not a nutritional standard. We stock only foods that meet AAFCO or FEDIAF nutrient profiles for the correct life stage, and label them plainly.
If your pet has a condition — kidney, allergies, weight, dental — a vet nutritionist matches the formula before you buy.
Why it matters
What you get with food.
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Vet-nutritionist matched
Not an algorithm alone — a real nutritionist checks conditions and calorie needs.
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Auto-ship, adjustable
Recurring delivery with easy pause, swap or resize — no dark-pattern subscription trap.
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Real labels
Every product page shows the full guaranteed analysis, ingredient split and AAFCO/FEDIAF statement.
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Allergy-friendly options
Novel-protein and limited-ingredient formulas for elimination diets.
Options
What's inside food.
01
Everyday diets
Complete and balanced dry and wet food for adult, puppy/kitten and senior life stages.
02
Prescription diets
Renal, urinary, hepatic, gastrointestinal, dermatological and weight-management formulas.
03
Breed-specific
Formulas tuned for size, coat and known breed predispositions.
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Fresh & raw
Gently cooked and raw options with clear food-safety and transition guidance.
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Treats & toppers
Single-ingredient treats, dental chews, meal toppers — calorie-labelled.
06
Custom meal plans
Home-cooked recipes formulated by a vet nutritionist for medical or preference reasons.
How it works
The process, no surprises.
01
Tell us about your pet
Species, breed, age, weight, activity level, any medical conditions, current food.
02
Get a matched plan
Nutritionist-reviewed shortlist with reasoning, calories, and daily portions.
03
Ship, transition, adjust
We stagger the switch over 7 days and check in after 30 to fine-tune.
Expert guidance
Read before you book.
How-to·4 min
Transitioning to a new food, without the diarrhea
The 7-day gradual mix, when to slow down, and why cold turkey almost always backfires.
Read →
Myth-buster·7 min
Grain-free is healthier — mostly false
The FDA DCM investigation, taurine, and why 'grain-free' became a marketing category not a nutrition one.
Read →
FAQs
Questions we actually get asked.
Can't find your answer? Message us — a real human replies within a few hours.
Trust signals
Why owners stay with us.
AAFCO/FEDIAF compliant
Every food we stock meets a recognised nutrient profile for its labelled life stage.
Nutritionist on staff
Prescription and custom plans are reviewed by a board-certified veterinary nutritionist.
Cold-chain fresh delivery
Fresh and frozen orders ship in insulated packaging with temperature logging.
You might also need
Get the right food, first try.
Two-minute questionnaire. A real nutritionist checks it. Delivered to your door.
Get a recommendation →