Treat Calories and the 10% Rule

What does it actually mean when a dog treat label says "meat and animal derivatives" instead of telling you which animal is in it?

It means the label is using a category term. And while that is perfectly legal, it makes it difficult to know which animal species were used in the treat.[1][2]

This page explains the difference between category labels and named ingredients, why it matters when you are trying to pick a decent treat, and what to look for instead.

What are category labels?

UK pet food law defines a list of broad ingredient categories that manufacturers can use on their labels instead of naming each ingredient individually.[1][2]

The most common ones you will see on dog treat packaging are:

  • "Meat and animal derivatives" - legally defined as all the fleshy parts of slaughtered warm-blooded land animals, plus all products and derivatives of processing the carcase or parts of it.[1]
  • "Cereals" - covers grains broadly, without specifying which ones.[1]
  • "Derivatives of vegetable origin" - derivatives from processing vegetables, cereals, legumes, or oil seeds. That is a wide net.[1]
  • "Oils and fats" - can be animal, vegetable, or both. The label does not have to say which.[1]
  • "Various sugars" - another basket term covering multiple possible sugar sources.[1]

These categories are defined in law. They are not made up by individual brands. But they are deliberately broad, and that broadness is the problem for anyone trying to work out what is actually in the bag.[1][2]

What are named ingredients?

Named ingredients do the opposite. Instead of grouping things into a wide basket, the label lists what was actually used. For example: "chicken", "dehydrated duck", "sweet potato", "salmon oil".[2][3]

This is sometimes called "specific-name composition" in industry guidance. The European Pet Food Federation (FEDIAF) describes it as listing feed materials "by specific name" rather than by category.[2]

For compound feeds, including treats with multiple ingredients blended together, UK rules allow either method. Manufacturers can list by category or by name. For many single-ingredient chews and other single feed materials, FEDIAF guidance says the feed material should be listed by its specific name.[2]

Why this matters when you are choosing a treat

This is not a technicality. It affects what you can and cannot work out from the label.

If a treat says "meat and animal derivatives", you do not know which animal species were used. You do not know which parts of the animal went in. You may not know with certainty whether the underlying species mix has stayed the same from one batch to the next, because a broad category can cover different species without the label wording changing.[1][3][4]

UK Pet Food, the industry trade body, explains this directly. Category labelling can allow manufacturers to use ingredients from different animal species based on supply levels without changing the label each time. That flexibility may suit manufacturing, but it gives the buyer less direct information to judge.[4]

If a treat says "chicken 33%, duck 29%, turkey 18%", you know exactly which species are in it, roughly how much of each, and you can compare that against another product on the shelf.

That is the core difference. Category labels tell you the type of ingredient in broad terms. Named ingredients tell you what is actually there.[1][2][3]

What category labels can tell you

They are not completely meaningless. A category label tells you the ingredient falls within a legally defined group. "Meat and animal derivatives" means the contents should be fleshy parts of warm-blooded land animals or derivatives from processing. It sets a boundary.[1]

It also tells you the manufacturer has chosen the less specific labelling route, which UK law allows.[1][2][3]

What category labels cannot tell you

They cannot tell you the species. Chicken, lamb, pork, or a mix? The label does not say.[1][4]

They cannot tell you which parts of the animal were used. Muscle, organ, or trimmings? The category covers all of these.[1]

They cannot tell you whether the recipe is consistent from batch to batch. Category terms allow changes in the animals used without any visible change on the label.[4]

They cannot tell you the proportion, unless a specific ingredient has been highlighted on the packaging - in which case it triggers a legal requirement to declare a percentage for that ingredient.[2][3]

In short, they tell you roughly what kind of ingredient is present, but not enough to make a confident judgement about what you are actually feeding your dog.[1][2][3]

The "tell me more" rule most buyers do not know about

There is a detail in the regulations that rarely gets mentioned on pack.

When a manufacturer uses category labelling, they are required to provide contact details so that buyers can request the names of the actual ingredients within the categories.[2][3]

The rules allow for a follow-up route for buyers who want more detail. That matters because category labelling is allowed, but the label alone may not tell you which specific ingredients sit inside the category.[2][3]

For more on the biggest category term dog owners spot, read our page on What Are Derivatives in Dog Treats?.

Why named ingredients are easier to judge

Named ingredients do not guarantee quality. A treat listing "chicken" is not automatically better than one listing "meat and animal derivatives".

However, you can see the species. You can see the order of ingredients by weight. You can compare one product against another on a like-for-like basis. You can more easily judge the balance of the recipe. You can make a more informed call about whether you would actually choose to feed it long term.[2][3]

That is transparency in practical terms. Not a quality guarantee. Not a health claim. Just more visible information for a buyer who wants to make a deliberate decision.

For the wider pattern of label fog, read Hidden Nasties in Dog Treats.

A fair word about what named ingredients do not solve

Named ingredients are listed by weight at the point of mixing. A fresh ingredient with high water content, like "fresh chicken", can sit at the top of the list but contribute less actual protein after cooking than a dehydrated ingredient listed further down.[2]

This is sometimes called the "mixing bowl principle". It means ingredient order is not always a straightforward ranking of what matters most in the finished product.[2]

Named ingredients are more useful than category baskets. But they still need reading with a bit of care. The goal is not to swap one oversimplification for another.

What Bounce & Bella treats look like on the label

We use named ingredients across our range. Here is what that looks like in practice.

Venison Strips - one ingredient: venison. That is the full ingredient list. No category term to decode.

Natural Beef Dog Chews - 100% Pure Beef - one ingredient: air-dried beef. Same principle: a named ingredient, clearly stated.

Pure Chicken Nibbles - one ingredient: chicken. A training treat with a simple, named ingredient list.

Poultry Training Treats - a multi-ingredient example: fresh poultry (chicken 33%, duck 29%, turkey 18%) 80%, potatoes and sweet potato 20%. Named species, stated percentages, five ingredients total. You can read it and know what you are getting.

These are what ingredients lists look like when you choose to name everything instead of using broad categories.

If you want to understand how front-of-pack meat wording can create confusion, read The 4% Rule: How Front-of-Pack Meat Claims Really Work.

What to look for on the label

When you pick up a pack of dog treats, check the ingredients list for these things:

  • Are the animal ingredients named by species? "Chicken" or "beef" tells you more than "meat and animal derivatives".[1][2]
  • Can you count the ingredients easily? A short, readable list is usually easier to judge than a long, cluttered one, clouded by industry language.
  • Are percentages given for the main ingredients? This helps you see how much of the headline ingredient is actually in the product.[2][3]
  • Is the list specific enough to compare against another product? If two treats both say "meat and animal derivatives", you cannot meaningfully compare them. If one says "chicken 60%" and another says "lamb 45%, rice 30%", you can.[1][2][3]

None of this requires specialist knowledge. It just requires a label that gives you enough information to work with.

For another part of the label that often causes confusion, read Additives in Dog Treats.

The short version

Category labels are legal. They are defined in UK law. They are not automatically a sign of poor quality.[1][2][3]

But they are broad, and they make it harder to judge what you are actually feeding your dog. Named ingredients give you more to work with. More clarity on species, proportions, and what is really in the bag.[1][2][3][4]

If you want to make a confident choice about a dog treat, the ingredients list is the best place to start. And the clearer that list is, the easier your job becomes.

References

  1. UK legislation. The Food and Feed (Miscellaneous Amendments) Regulations 2022. Includes category definitions for feed materials.
  2. FEDIAF. Code of Good Labelling Practice for Pet Food. Publication October 2019.
  3. Food Standards Scotland. Regulatory guidance note on Regulation (EC) No 767/2009.
  4. UK Pet Food. Labelling of protein sources in pet food.
  5. Advertising Standards Authority. Substantiation.