"Complete and balanced" means a food meets the legal minimum — not that it is optimally formulated. A food can carry that label while listing corn as its first ingredient, using synthetic preservatives flagged by the WHO, and coloring its kibble with dyes that dogs cannot even perceive.
"Premium." "Holistic." "Veterinarian recommended." None of these terms have legal definitions. Any manufacturer can use them regardless of what's inside the bag.
This score measures quality protein sources, carbohydrate load, and formula transparency — not regulatory compliance. Some well-known brands score lower than their reputation suggests. Some plant-based and lesser-known brands score considerably higher. The ingredients tell the truth regardless of the marketing budget behind them.
That's not a criticism of your choices — it's information you deserve to have.
AisleIQ was developed by NOBL Foods. NOBL products are evaluated using the exact same criteria, weights, and scoring methodology as every other brand in this database — no exceptions. The composite score, digestibility proxy, and EAA/protein proxy apply identically to all products including our own. If you believe any score is inaccurate or inconsistent across brands, we want to know: customerservice@noblfoods.com. We built this tool because we believe every dog owner deserves to see past the marketing on every bag — including ours.
AisleIQ was developed by NOBL Foods. NOBL products are evaluated using the exact same criteria, weights, and scoring methodology as every other brand in this database — no exceptions.
The composite score, digestibility proxy, and EAA/protein proxy apply identically to all products including our own. We built this tool because we believe every dog owner deserves to see past the marketing on every bag — including ours.
If you believe any score is inaccurate or inconsistent across brands, we want to know: customerservice@noblfoods.com