FeedWise methodology, version 2.0
How FeedWise Scores Dog Food
Every food in FeedWise is scored by the same deterministic 100 point model. The score is generated from verified ingredients, formulation, processing, sourcing, nutritional information and safety data. Brand reputation, company size, advertising and customer star ratings are never inputs, and no product score is ever entered by hand.
The seven categories
Animal Protein Quality Named animal ingredients, organ meats, egg, named animal and marine fats, verified animal ingredient proportion, less any dilution from concentrated plant proteins. | 25 |
Ingredient Quality Every ingredient is placed in a quality tier from A to E and weighted by its position on the label. Artificial colours, added sugars, vague animal ingredients, ingredient splitting and protein isolates all reduce this score. | 20 |
Carbohydrate and Plant Load Disclosed carbohydrate where published, otherwise an estimate calculated as 100 minus protein, fat, moisture, fibre and ash. Source quality, combined pulse load and refined starch fractions are then considered. | 15 |
Processing and Food Integrity Raw and freeze dried score highest, air dried, dehydrated and gently cooked next, then canned, baked and cold pressed, then extruded. Raw handling safety is assessed separately. | 10 |
Transparency and Sourcing Species identification, published sourcing, country of origin, manufacturing location, detailed nutritional analysis, traceability and supplier information. Marketing language does not count. | 10 |
Nutritional Formulation Complete and balanced status for the stated life stage, detailed analysis, qualified formulation expertise, feeding trial validation and disclosed calcium and phosphorus. | 10 |
Safety and Quality Control Batch testing, pathogen testing, supplier verification, lot traceability, nutrient verification, a recognised manufacturing quality program and recall context including corrective action. | 10 |
| Total | 100 |
The public score is the 100 point result divided by ten and rounded to one decimal place. There is only one canonical calculation, so 91 points is always 9.1.
Ingredient tiers
Tier A, Exceptional food ingredients
Named fresh or raw meat, named fish, whole fish, liver, heart, kidney, spleen, egg, named animal fats and named fish oils.
Tier B, High quality supportive ingredients
Pumpkin, carrot, spinach, broccoli, zucchini, berries, appropriate seeds, kelp and other whole food inclusions.
Tier C, Moderate or neutral ingredients
Oats, barley, rice, potato, sweet potato, millet, quinoa and whole pulses in modest amounts.
Tier D, Lower value formulation ingredients
Prominent corn or wheat, pea starch, potato starch, tapioca, flours and other refined carbohydrate fractions.
Tier E, Major formulation concern
Pea protein, potato protein, corn gluten meal, substantial wheat gluten, soy protein concentrate, artificial colours, added sugars and vague animal ingredients.
Ingredient position matters
An ingredient is not rewarded simply for appearing somewhere on a label. Position one carries full weight, position two carries 0.90, position three 0.80, position four 0.70, position five 0.60, positions six to ten 0.40, positions eleven to twenty 0.20 and anything beyond that 0.10. A trace of blueberry at the end of a long kibble panel cannot lift a score.
Pulse load and ingredient splitting
Peas, lentils, chickpeas and beans are never assessed in isolation. FeedWise calculates a combined pulse load across the whole panel. In the same way, peas, pea starch, pea protein and pea fibre are grouped into one pea family, and the same grouping is applied to corn, rice, wheat, potato, soy, lentils and chickpeas. When several fractions of the same core plant appear, the product is flagged for ingredient splitting.
Unknown is not negative
FeedWise never invents percentages, sourcing locations, manufacturing practices, feeding trials or testing programs. Where evidence has not been published, the product page says not publicly verified, the missing item is listed openly and the scoring confidence is reduced to High Confidence, Moderate Confidence or Limited Data. Manufacturers can supply evidence at any time and the score is recalculated from that evidence.
Classification ranges
| 9.0 to 10.0 | Exceptional |
| 8.0 to 8.9 | Excellent |
| 7.0 to 7.9 | Very Good |
| 6.0 to 6.9 | Good |
| 5.0 to 5.9 | Fair |
| 4.0 to 4.9 | Below Average |
| 0.0 to 3.9 | Poor |
What FeedWise never uses
- Customer star ratings and community reviews
- Brand reputation, marketing spend or manufacturer size
- Retailer relationships, affiliate links or paid placement
- Manually entered scores of any kind
Corrections are made to the underlying evidence, never to the score. When evidence changes, the engine recalculates and the change is written to the score history.
Request a Wise correction →