|Available from||Pet Circle, My Pet Warehouse|
Advance is a Mars Petcare brand, just like Optimum and Royal Canin. You can argue it’s the more premium version of Optimum.
They offer many formulas for specific breeds (a strategy which has worked well for Royal Canin), but that can be considered clever marketing more than anything else. Let’s take a look at Advance Adult Turkey & Rice as a benchmark.
They’ve used the oldest marketing trick in the book with this one – ingredient splitting. Turkey is the first ingredient! Yup, but it’s only first because the second two ingredients are rice… and more rice. The truth is there’s likely twice as much rice as turkey. Tricky, eh!
On a positive note rice is one of the better grains, and it’s great for manufacturers because it’s cheap.
The formula as a whole is basic. Many brands these days contain fruits and veggies, superfoods, or other health boosters. There’s none of those here.
Vitamins and minerals aren’t listed individually which suggests the use of a pre-mix (imported from overseas). Antioxidants aren’t disclosed as natural, so we can assume they’re chemical. These are key signs of cost cutting, extending the profit margin, and the reason companies like Mars are so successful.
The composition of 24% protein and 17% fat is okay, and there are many foods much worse than this. I estimate carbs at 42.5%, which highlights the amount of rice to turkey.
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Turkey Meal, Rice, Rice Flour, Chicken Fat, Sorghum, Chicken Meal, Dried Beet Pulp, Natural Flavour (Chicken), Sunflower Oil, Salt, Minerals, Inulin, Vitamins, Methionine, Antioxidants.
- Turkey meal as the "first ingredient"
- Rice as a better grain than wheat/wheat by-products.
- Lots of rice.
- Ambiguous antioxidants.