|Country of origin||Australia|
|Available from||, Various Retailers, Veterinary Practices|
Prime100 seem to have a surprisingly loyal following and are heavily endorsed by a number of Facebook groups. In our Prime100 SPD review we’ll take a look at the nutritional aspects of these rolls, whether they live up to the hype, and whether the Prime100 company is as transparent as they claim to be.
Prime100 dog food review
What the marketing says
Prime100 pet foods feature a “Vet Recommended” stamp, which may trick you into believing the products are endorsed by some official veterinary body. So what does this vet recommended stamp really mean?
On further research we found Prime100 own a website “VetRecommended.com.au”. This website makes a few statements such as “VET RECOMMENDED – THE BEST HEALTH FOR YOUR PET”, with a number of glowing testimonials of their choosing (which may or may not be genuine), and small print at the bottom saying “Prime100 PTY LTD ABN: 75 166 483 021”.
Prime100 seem to claim transparency, but we note the company has attempted to conceal numerous issues with the rolls over the years and are quick to delete consumer posts on their Facebook page if they’re in any way negative.
In regard to reports regarding plastic contaminants in Prime100 rolls mentioned here and here we found Prime100 reluctant to notify consumers. Not only were they reluctant, their conduct was far from professional in their correspondence with us. They did eventually publicise the plastic issues on their Facebook page, but in contrast with the correspondence we had from Prime100, a retail store, and numerous affected consumers, the post played down the situation to only mention a single case of soft plastic, which was quickly pushed down the page by a few unrelated meme posts.
We were recently made aware of another post subsequently deleted from their Facebook page which speaks of Prime100 using knackery meats in their products between 2013 and 2020, from a knackery listed on the Internet as “dead and injured animal removalists”. We note the statements Prime100 use in relation to human grade ingredients, and urge you to ensure products are labelled as 100% human grade if this is what you believe you are paying for. Statements such as “Includes human grade ingredients” or “sourced from human consumption facilities” do not necessarily mean the entire product is made from human grade ingredients, and in terms of pet grade meats most are sourced from human grade meat production facilities.
Unfortunately due to our dealings with the Prime100 company, it is very difficult to trust any of their products. Plastic and other contaminants can and do affect many pet food manufacturers, and in our opinion it is far better for a pet food manufacturer to be transparent than have a pet food review website be transparent for them.
Nevertheless, the remainder of our Prime100 dog food review will remain unbiased and focus on the ingredients and analysis of the Prime100 rolls (SPD™, SK-G™, SK-D™, a/f200V™, and Chicken & Vegetables/Beef & Vegetables).
If you are interested in dry food, then we also have a Prime100 SPD Zero G dog food review.
What the ingredients really say
We’ll take a look at Prime100 SPD™ Chicken & Brown Rice dog food roll for the purpose of this review, with SPD™ in this case referring to “Single Protein Diet”, meaning only one ingredient is a source of protein. They seem to like trademarking acronyms at Prime100, and have even trademarked RAW™ which represents their own spin on the raw philosophy.
Many dogs suffer reactions to ingredients in common brands of pet food, with symptoms such as itchy skin, itchy coat, gunky eyes, skin rashes, gas, and very likely worse if these symptoms are unaddressed. It’s a common belief most diet-related sensitives are triggered by meat proteins such as chicken, beef, or lamb, but it’s almost always overlooked that cereals/cereal by-products, food colourings, preservatives, and poor ingredients as a whole play a very significant part in these reactions. Unfortunately for many dogs the affects of a disrupted microbiome from a poor diet can take a very long time to rectify.
If your dog is suffering such a reaction then a single protein diet may be an answer, but it’s always worth attempting an elimination diet to determine the root cause, as well as seeking the advice of a reputable vet.
Alternatives in terms of addressing food sensitivities and allergies in dogs are Frontier Pets as a freeze-dried food, or Canidae PURE and Taste of the Wild PREY as dry foods. You may find any pet food of a decent standard absent of cereals may also rectify such symptoms.
The first two ingredients in Prime100 SPD™ Chicken & Brown Rice is chicken (including ground chicken bone) and brown rice, so at least they’re transparent in terms of ingredients. We can expect these ingredients to be relatively equal in proportion, so expect there to be as much brown rice as there is chicken. The third and final main ingredient is potato starch, which will likely tip the ingredients of the roll over to non-meat based rather than meat-based, but in terms of pet food this is still relatively good and 28.5% protein/20% fat is respectable for a dog food roll and much better than Prime Pantry as a Prime100 supermarket brand.
The third and fourth ingredients are vitamins and minerals which are required to make Prime100 dog food rolls AAFCO compliant and “complete and balanced”.
There are some nice minor inclusions in the Prime100 dog food rolls which are worth noting. Flaxseed oil is included to provide omega-3 and omega-6 fatty acids. Psyllium husk helps regulate the consistency of dog poo, both in terms of constipation or diarrhoea, and is a useful addition if your dog suffers irritable bowel syndrome (IBS).
Assuming Prime100 rolls are in fact 100% human grade ingredients then these would be worth feeding over similar rolls you may find in the supermarkets.
Prime100 Rolls vs Prime Pantry Rolls
Prime Pantry is the supermarket alternative to Prime100 and therefore targets the regular supermarket consumer demographic. The Prime Pantry rolls are lower in protein and fat than the Prime100 counterparts due to containing more non-meat ingredients as the majority of the product.
To offer a comparison, a Prime100 roll may have one meat and two non-meat ingredients in what we consider the “majority” of the formula. The Prime Pantry Chicken with Broccoli and Apple may have as many as five non-meat ingredients to one meat ingredient.
We also note there are no claims of human grade ingredients on Prime Pantry rolls, so it is possible Prime100 rolls utilise a better standard of ingredients.
We would recommend feeding Prime100 dog food rolls if the choice is between Prime100 and Prime Pantry rolls.
Where to buy Prime100 dog food
Prime100 dog food rolls can be found in a number of Australian pet stores as well as .
Prime100 dog food rolls
There are a variety of Prime100 dog food rolls available, all of which are summarised by this review:
- Prime100 SPD™ Lamb & Rosemary Roll
- Prime100 SPD™ Chicken & Rosemary Roll
- Prime100 SK-G™ Duck & Sweet Potato Roll
- Prime100 SK-G™ Turkey & Flaxseed Roll
- Prime100 SK-D™ Wild Boar & Pumpkin Roll
- Prime100 SK-D™ Salmon & Tapioca Roll
- Prime100 SK-D™ Crocodile & Tapioca Roll
- Prime100 SK-D™ Kangaroo & Pumpkin Roll
- Prime100 SK-D™ Kangaroo & Potato Roll
- Prime100 a/f200V™ Pea & Hemp Oil Roll
- Prime100 Chicken & Vegetables Roll
- Prime100 Beef & Vegetables Roll
Ingredients of Prime100 SPD™ Chicken & Brown Rice Roll
Ingredients of Prime100 SPD™ Chicken & Brown Rice dog food roll:
Chicken (including ground chicken bone), brown rice, potato starch, vitamins, minerals, flaxseed oil, psyllium husk, sunflower oil, salt, natural digestive enzymes, celery seed powder.
(Vitamin A, Vitamin D, Vitamin E, Vitamin K, Vitamin B1, Vitamin B2, Vitamin B3, Vitamin B5, Vitamin B6, Vitamin B12, Folic Acid, Citric Acid, Zinc, Iron, Manganese, Calcium Iodate, Selenium).
Guaranteed analysis of Prime100™ SPD Chicken & Brown Rice Roll
Guaranteed analysis of Prime100 SPD™ Chicken & Brown Rice dog food roll on a dry matter basis:
Australian pet food regulations do not enforce recalls, and accordingly pet food recalls in Australia are voluntary.
Calling Aussie pet lovers – join the mailing list!
Given the Australian pet food industry is largely unregulated it allows for pet food manufacturers to be dishonest. How a manufacturer conducts themselves on social media platforms such as Facebook and how they respond to consumer complaints can really show how trustworthy they are. We have not found this to be the case with Prime100.
- We are unable to ascertain the trustworthiness of the Prime100 company.