Brushing a dog's teeth is the thing every vet agrees about and almost nobody manages. PlaqueOff takes the other route entirely: a powder that goes on the food once a day, which is a far lower bar to clear than a toothbrush and an unwilling spaniel at ten o'clock at night.

There is one ingredient in it — a seaweed, Ascophyllum nodosum, which ProDen harvest from the seas off Norway and Iceland. The analysis gives natural iodine at 0.08%, crude protein 5–8%, crude fat 2–4%, crude ash 15–27% and crude fibre under 8%, and a scoop carries 0.17 calories, so it adds effectively nothing to the day's food. It suits cats and dogs equally, and there are no artificial colours, preservatives, gluten or sugar in it.

• 60g, 180g or 420g tub with a measuring scoop
• Single ingredient: Ascophyllum nodosum seaweed
• Natural iodine 0.08%
• 0.17 calories per scoop
• Suitable for both cats and dogs
• Free from artificial colours, preservatives, gluten and sugar

One clear exception, and one honest expectation. ProDen do not recommend this for animals undergoing treatment for hyperthyroidism — it is a seaweed and it carries iodine, so that exclusion matters and is worth a word with your vet if there is any thyroid history. And it is not a quick fix: ProDen's own trials put visible change somewhere between three and eight weeks. Follow the scoop guide printed on the tub, which is set by your animal's weight, and treat hard tartar that is already on the teeth as a conversation with your vet rather than something a powder undoes.

Who it's for: owners of a cat or dog who will not tolerate a toothbrush, and anyone wanting to stay on top of breath and plaque between check-ups.