About Furra
The UK's leading independent dog food review site - honest, algorithm-based ratings with no sponsorships or bias.
We're fully committed to your dog's nutrition
Since day one, we've been dedicated to helping dog owners make informed feeding decisions. Because to us, your dog isn't just a pet - they're family. Our algorithm-based ratings cut through misleading marketing so you can find the best food with confidence.
How we rate dog foods
Every food receives a score from 0 to 100% based on four key evaluation criteria, assessed entirely from publicly available product information.
Ingredient Quality
We assess ingredient sourcing and quality, favouring specific meat proteins over ambiguous terms while flagging artificial additives, excessive fillers, and inferior by-products.
Nutritional Completeness
We determine whether foods provide appropriate protein, fat, fibre, vitamin, and mineral balances suited to specific dog life stages and types.
Transparency
Manufacturers receive higher ratings for clearly listing all ingredients, providing accurate nutritional data, and disclosing sourcing information.
Value for Money
Our cost-per-day assessments consider ingredient quality, recognising that premium-priced foods can offer excellent value when justified by ingredient standards.
The rating scale
Fiercely independent
We never accept manufacturer payments that influence our ratings, and we don't accept free samples in exchange for positive reviews. Every rating is based solely on publicly available product information, ingredient lists, and nutritional data.
Furra sustains itself through affiliate links. When you buy a product through one of our links, we may earn a small commission at no extra cost to you. These arrangements never affect our ratings or editorial decisions.