How We Score Dog Food
FurScore is our proprietary, independent rating system. No sponsorship, no brand relationships, no bias.
Every dog food listed on Furra gets a FurScore out of 100, generated by our proprietary scoring algorithm. It analyses each product's nutritional data, ingredient list, labelling quality, price, and processing method, with no human editorial bias.
Crucially, scores are relative. Each product is ranked against every other food in our database, so the scores shift as new products are added. A food that was “Good” last month might become “Average” if significantly better alternatives enter the market. We recalculate scores monthly and as more products enter the market and our database.
The algorithm
What goes into the score
Meat & Protein Quality
The biggest factor. We look at actual meat content (% of the food that is real meat), protein on a dry-matter basis so wet and dry foods are compared fairly, and whether protein sources are named (e.g. "chicken") or vague (e.g. "meat and animal derivatives"). Named, identifiable ingredients score higher.
Carbohydrate & Filler Load
Dogs have no dietary requirement for carbohydrates. High carb content, especially from poor sources like generic "cereals", is penalised. We also deduct points for any controversial or low-transparency ingredients in the recipe.
Ash Quality
Ash is the mineral content left after burning. Very high ash can indicate excessive bone content or cheap fillers. We reward lower ash levels on a dry-matter basis, which is a reliable signal of ingredient quality.
Value for Money
Price per 100g compared across the market. A premium food that's also competitively priced scores higher than an equally nutritious food that costs significantly more. If price data isn't available, this pillar is redistributed to nutrition.
Transparency & Labelling
Foods with clear labelling, natural ingredients, and a high declared meat content earn bonus points. We reward brands that tell you exactly what's in the bag.
Processing Method
Raw, freeze-dried, and air-dried foods retain more nutrients through minimal processing. Cold-pressed and fresh foods follow. Standard extruded kibble sits at the lower end, though it is not penalised heavily.
Score labels
What the labels mean
Our independence
No bias, no paid placements
Furra has no commercial relationships with any dog food brand. We don't accept payment to feature, promote, or adjust scores. Affiliate links (used to help fund the site) are clearly labelled and have zero influence on scores. A food that earns a low FurScore will show that score regardless of whether we have an affiliate link to it.
The algorithm is the same for every product. If you spot something that looks wrong or have a question about a specific score, get in touch.
