Supercoat (Purina)

Review Details
Website: Purina Supercoat
Country of Origin: Australia
Available from: Pet Circle, My Pet Warehouse, Woolworths, :PETStock:
Purina Supercoat

Purina Supercoat

10/10/2016 Protein increased from 22% to 24% (most likely an increase in corn and/or vegetable proteins)

Purina can be found everywhere. They’re a huge company, with their products in most pet shops and supermarkets. Supercoat has the slogan “High quality foods with wholesome, natural and well balanced ingredients“. We’ll use that as a benchmark for this review.

Let’s take a look…

The top ingredient isn’t very specific. We see references to “meat” and “poultry”, as well as “by-products” (which will be offal, heads, brains, feet, and all the waste not fit for human consumption). I’ll take an educated stab-in-the-dark here and say this meat and poultry is sourced very cheaply from a rendering plant, a place where diseased, disabled, dying animals are cooked up together to create a very cheap “meat” product. They often throw in other rank meats, waste oils and fats from various sources, and anything else to bulk it up and keep the cost down.

To bulk up the food they use wheat, the #1 most problematic grain for allergies and dull coat in dogs, and then a mixture of sorghumcorn, and possibly some barley as a lucky dip, AND THEN cereal by-products which amount to the remaining floor sweepings. It’s illegal to sell this stuff for human consumption, but not for pets.

The big picture with this food is cheap meat and then cheap grains, cheap grains, cheap grains. In reality the cheap grains make up much more of the food than the poor quality meat. It’s also low in animal fats and high in carbs, neither being a positive point when it comes to a canine diet.

Is this what justifies the use of the word wholesome in their slogan? Perhaps by natural they’re referring to the processed animal remains in their “meat” ingredients? I’ll give Purina credit for one thing, they’re very good at marketing. This isn’t surprising given the profit they turn from peddling such rubbish.

I often ask people in the park what they feed their dogs, especially if they look really healthy or really unhealthy. If I had a dollar for every time the owner of a stocky dog with a dull coat has replied “Supercoat”…

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Where to buy?


Good points…

Absolutely, positively, nothing.

Bad points…

All of it.

Guaranteed Analysis

* Carbohydrates aren’t listed on pet food labels. This value is calculated based on levels of protein, fat, moisture, and ash. Estimated values for moisture and ash have been used where these values haven’t been given (moisture of 10%, and ash of 8%).


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).

Ingredients prior to 10/10/2016:

Meat & meat by-products (from chicken, beef and/or lamb) and/or poultry by-products; wholegrain cereals (wheat and/or sorghum); cereal by-products and/or vegetable proteins; other cereals; minerals and vitamins (including, calcium carbonate and/or phosphoric acid, sodium chloride and/or potassium chloride; vitamin E, zinc sulphate, ferrous sulphate, niacin, copper sulphate, manganous oxide, thiamine mononitrate, riboflavin, vitamin A, pyridoxine hydrochloride, folic acid, potassium iodide, vitamin D3, cobalt carbonate, sodium selenite, vitamin B12; choline chloride); beet pulp; garlic, rosemary plant extract.