About Furra
Furra is built on one idea: every dog deserves honest advice about what they eat. No sponsorships, no brand deals. Just an independent team obsessed with ingredients, nutrition, and transparency.
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 FurScore works
Every food on Furra receives a FurScore out of 100, generated by our proprietary algorithm. It evaluates four key areas using publicly available product data, with no human editorial bias.
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 FurScore scale
Meet the team
Graham Dodd
Dog Trainer & Co-founder, Furra
Graham is a professional dog trainer and co-founder of Furra, with over ten years of experience living and working with dogs. His…
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Gavin Rogers
Co-founder, Furra
Gavin is a co-founder of Furra, helping build a platform that gives UK dog owners genuinely honest, data-driven information about what they're…
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Niko Moustoukas
Co-founder & Lead Developer, Furra
Niko is the co-founder and lead developer behind Furra, responsible for building the platform and designing the FurScore algorithm that sits at…
See articles→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.