Supercoat (Purina)

Country of OriginAustralia
Available fromPet Circle, My Pet Warehouse

Forget buzz words like Smart Blend and Real Chicken. Real chicken as opposed to, what… fake chicken? Smart blend is something the Purina marketing team have wrily conjured up over a few long macs, as is Supercoat the name of the brand. As far as the product goes these words pay no relation.

The flavours in the range are irrelevant. It doesn’t matter if you buy Chicken, Beef, or Roo, if you look at the ingredients you’ll find they’re all pretty much identical – a concoction of meat/by-products and a laundry list of grains.

Add a few required vitamins and minerals to the mix and voila, a cheaply produced bag of animal feed packaged up as something far more glamorous than it is.

The top four ingredients are the bulk of the food, giving us (estimated) 1 part meat and meat by-products, to 3 parts grains and grain by-products. It’s possible almost half the bag is wheat and wheat by-products, shown to be the #1 cause of allergies, itchy skin, bloat, and long term poor health in dogs. It’s highly ironic they call it “Supercoat”, when over the years many dogs have suffered skin allergies, rashes, and a super dull coat on this food. I believe it’s called Supercoat as they’ve added in some omega fats, but it’s like sprinkling fast food with whey powder and calling it “Supermuscles” 🤷

It’s amazing how many people see this as a quality brand, but that’s testament to the marketing clout of Nestle Purina. Cunning marketing and clever ads don’t make it a good product, they just make it appear so.

Definitely not recommended. It’s glorified chook feed.

Ingredients

Meat and meat by-products (chicken, beef, lamb and/or pork) and or Poultry by-products,  Wholegrain Wheat,  Wholegrain Barley and/or Corn and/or Sorghum, Cereal by-products and/or Vegetable Proteins, Mineral (Calcium Carbonate, Potassium Chloride, Phosphoric Acid, Sodium Chloride, Copper, Iodine, Iron, Manganese, Magnesium, Selenium, Zinc), Beet pulp,  Vitamins (A, B1, B2, B3, B5, B6, B9, B12, D3, E and Choline), Garlic, rosemary plant extract (Natural Antioxidants).

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3.2 Total Score
Chook feed with swanky branding

CONS
  • Grain.
  • More Grain.
  • Grain By-Products.
User Rating: 1.33 (3 votes)