Regulatory & Scientific Affairs Specialist and Veterinarian @Purina
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“Rich in” or “Flavoured with” are terms detailed in the FEDIAF* Code of Good labelling Practice to give us an indication on the quantity of that specific ingredient present in the pet food.
The amount of ingredients is indicated by using the following terms:
- “X Flavor": here, the ingredient is not present, but will only have a taste which comes from a flavouring substance, e.g. bacon flavour.
- “Flavoured with X" means that less than 4% of ingredient X is present in the product, e.g. .: flavoured with chicken.
- “With X" means that at least 4% of ingredient X is present in the product, e.g.: with chicken.
- “Rich in X" means that at least 14% of ingredient X is present in the product, e.g.: rich in lamb.
- “X menu" means that at least 26% of ingredient X is present in the product, e.g.: beef menu.
Here's a practical example: If ‘with chicken’ is written on a label it means that at least 4% of the product contains chicken. Usually, the percentage of meats and by-products is much higher. In this specific case, 4% just refers to chicken, and the rest of fleshy parts are potentially composed from different raw materials, such as more chicken, beef, lamb or duck.
So, remember: when you read ‘4% chicken’ on a package it is the minimum amount of that type of ingredient in the recipe.
* FEDIAF*: The European Pet Food Industry Association.