What's in 100g: how to read a NomNomPaws label
Most pet food labels say percent. Ours say grams. Here's how to read one, and what you'll find on every pack we make.
Grams, not percent
Every menu card and every label lists what goes into 100g of that recipe, ingredient by ingredient, in grams, in the order the kitchen weighs them. The numbers add up to 100. You can put a pack on a kitchen scale and check us.
A percentage hides the recipe behind a ratio. A gram count is the recipe. That's the whole reason we write it that way.
The five proteins
Chicken breast, lean and gentle, great for everyday. Beef, rich and hearty, packed with energy. Duck, kind to tummies. Salmon, omega-rich for skin and coat. Green-lipped mussel, natural joint support. Every recipe is built around one or two of them, and the label names which.
Alongside the headline meat, most recipes carry a little heart, gizzard and liver, and some carry a whole quail egg. Each one is listed with its grams like everything else.
Vegetables you'd recognise
Pumpkin, purple sweet potato, carrot, broccoli and corn. That's the full list across the menu. If you'd put it on your own plate, it can go in the bowl. No fillers, no mystery meal, nothing you can't pronounce.
What never goes in
No pork and no lard go into any recipe. No fillers and no mystery meal either: every card on the menu lists what goes into 100g, and the label on the pack says the same.
Classic, Premium, and the tags
Each card carries a tier first: Classic is the everyday range, Premium is the salmon range. Then the headline protein, then what the recipe is good for, in the kitchen's own words: growth and muscle, digestion, skin and coat, weight care, immunity. Support, never a promise.
Want to see the eleven labels side by side? Every one of them is on the menu, grams and all.
Everything here is feeding guidance from a kitchen, not veterinary advice. Pets on medication, pregnant, very young, very old or unwell: ask your vet before changing their food.
Last updated 2 October 2026
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