Supercoat Dog Food Review

Supercoat Dog Food Review
WebsiteNestlé Purina Supercoat
ManufacturerNestle Purina
Country of OriginAustralia
Available fromPet Circle My Pet Warehouse

Supercoat is made by chocolate company Nestlé under their Purina brand name. It doesn’t matter which variety you choose – chicken, beef, roo – because if you look at the ingredients they’re all pretty much the same. For the sake of our Supercoat dog food review we’ll delve into the ingredients and guaranteed analysis of the Adult chicken dry dog food.

Supercoat dog food review

What the marketing says

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 wryly 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 focus on the Supercoat website seems to be Australian made, yet given our industry is self-regulated and our standards voluntary it doesn’t mean it’s a quality product. Purina know how many Australians will only buy Australian products, so don’t let that dupe you.

Supercoat is endorsed by celeb vet Harry Cooper (aka Dr Harry), yet given the poor ingredients I expect this to be more about endorsement money than the health of your dog. He’s not the only celeb vet to endorse a dog food, with Dr Chris Brown cashing in on Mars alternative Optimum.

Alas, onwards with our Supercoat review…

What the labelling really says

Supercoat Dog Food Review

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” 🤷

Our neighbour used to have an overweight Spaniel with a terrible coat. I asked them once what they fed their dog, and they proudly replied “Only the best – Supercoat“. Sadly that dog isn’t with us anymore, and I doubt they ever questioned why.

To end on a very small plus point, at least Purina have used natural antioxidants in this product (rosemary extract) rather than chemicals. But, still…

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Supercoat dog food review summary

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.

Supercoat Ingredients

The ingredients of Supercoat dry dog food (as of January 2021) is as follows:

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).

Supercoat Guaranteed Analysis

The guaranteed analysis of Supercoat dry dog food (as of January 2021) is as follows:

Crude Fibre(max) 4.5%
Carbohydrates *Estimated 48%
* May be estimated. Read how to calculate carbohydrates in a pet food.

3.2 Total Score
Chook feed with swanky branding

  • Grain.
  • More Grain.
  • Grain By-Products.