Working dogs burn through a bag of food fast enough that owners of them tend to buy on price more than any other group, which is exactly the shopper a bag calling itself "Active" and naming a meat on the front is aimed at.

This is Wagg's complete dry food for working dogs, built on 26% meat meal and gravy, itself containing a minimum of 5% chicken, alongside whole grain wheat and barley, vegetable fibre, maize, chicken fat, whole linseeds, dried green peas and beet pulp, with added minerals, chicory root and yucca. It comes in a 2KG bag.

• Protein 22%, fat content 8%
• Fibre 3.5%, ash 8.5%
• Meat meal and gravy 26%, with a minimum of 5% chicken
• Chicory root (1000 mg/kg) and yucca (150 mg/kg) added
• Full vitamin and trace element top-up
• 2KG bag

What "Chicken" means on this bag. The name puts chicken on the front, but the composition panel shows it as a minimum of 5% within a 26% meat meal and gravy blend — both figures sit on the same label, they're just not next to each other in the way a shopper reads them. Whole grain wheat and barley follow straight after that 26%.

Who it's for: owners of a working dog wanting a low-cost, everyday complete food — not owners shopping specifically for a high-meat or single-protein recipe.