The Hidden Truth About Kibble: What’s Really in Your Dog’s Bowl?

Deb from Busy Pawz
Jul 22
3 min read

If you’ve ever flipped over a bag of kibble and felt completely overwhelmed by the label, you’re not alone. From buzzwords like “natural” and “premium” to confusing terms like “meat meal,” there’s a lot hidden behind the marketing. And unfortunately, even the brands that look healthy on the shelf often aren’t telling the full story.

Let’s unpack what’s really in most commercial kibble and why it might not be giving your dog the best shot at long-term health.

The Label Looks Fancy, But What Does It Really Mean?

Dog food labels are a masterclass in marketing. Words like “wholesome,” “balanced,” and “complete” are everywhere… but they’re not regulated in any meaningful way. Even “natural” can include synthetic preservatives and rendered ingredients.

Here are a few terms to look out for:

Meat meal or poultry meal - This is not the juicy roast chicken you’re picturing. It’s rendered meat byproducts (think: ground-up leftovers from processing plants), cooked at high temps that destroy nutrients.
Animal fat - Often vague and of low quality. This is sometimes where harmful preservatives like BHA and BHT sneak in.
Natural flavours - These are added to make otherwise bland kibble more palatable and often derived from questionable sources.

High Heat = Low Nutrition

Kibble is made using a process called extrusion, which involves extremely high temperatures and pressure. This not only strips away natural nutrients but also alters proteins and fats in a way that can make them harder to digest.

To make up for these losses, manufacturers often add back synthetic vitamins and minerals. But this “fortification” doesn’t make up for the damage done during processing - it’s like taking a multivitamin after eating fast food for every meal.

Carbs, Carbs, Carbs

Dogs are not obligate carnivores like cats, but they’re still primarily meat-eaters. Yet most kibbles are more than 50% carbohydrate - far more than your dog needs.

Why so much starch? It’s cheap, acts as a binder, and extends shelf life. But over time, excessive carbs can contribute to weight gain, chronic inflammation, yeast issues, and even behavioural changes.

What Should You Look For in a Healthier Dog Food?

Whether you’re choosing a kibble, raw mix, or even home-prepping meals, these ingredients are a good starting point:

Clearly named, single-source proteins Look for ingredients like “chicken,” “beef,” “duck,” or “lamb” not vague terms like “meat,” “animal,” or “poultry.” The more specific, the better.

Whole food ingredients You want to see recognisable foods: things like pumpkin, spinach, blueberries, eggs, or salmon oil. These provide real nutritional value not just filler.

Organ meats (clearly listed) Ingredients like beef liver or chicken heart are nutritional powerhouses. Just be sure they’re from a named animal and not lumped into “animal by-products.”

Natural preservatives (or none) If preservatives are listed, ideally they should be things like mixed tocopherols (a form of vitamin E). Avoid chemical ones like BHA, BHT, or ethoxyquin.

No artificial colours, flavours, or sweeteners These don’t benefit your dog and often hide the fact that the food isn’t very appealing without them.

Minimal processing (where possible) If you’re buying kibble, opt for brands that use low-temperature cooking methods, or explore gently cooked, freeze-dried, or raw options for even better nutrient retention.

Can’t Stop Feeding Kibble? Here’s How to Boost It

If switching to a fresh or raw diet feels overwhelming right now, that’s completely okay. You don’t need to overhaul everything overnight to start making better choices.

Here are a few simple ways to boost your dog’s bowl:

Add fresh food toppers Things like sardines, eggs, veggies, or raw meaty bones (appropriate for your dog) can add nutrients and variety
Soak kibble in warm water or bone broth This helps with digestion and hydration, especially during colder months when dogs tend to drink less.
Get confident reading labels Start by checking the first five ingredients. Look for named whole meats (like “chicken” or “beef”), organ meats, natural fats, and avoid vague terms like “animal by-products” or “meat meal.”

And when you’re ready to dig deeper, I highly recommend checking out Dr Conor Brady’s work at Dogs First. He’s been a massive inspiration for me, and his research breaks down the science in a way that’s super easy to understand.

Final Thoughts

Feeding your dog doesn’t need to be complicated but it should be informed. Once you start to scratch beneath the surface of those colourful bags on the shelf, it becomes clear that many “trusted” brands are serving up more marketing than nutrition.

The good news? You have options. And even small changes can have a big impact on your dog’s long-term wellbeing.

Thanks for reading!

Throw your dog a treat from us... and enjoy one for yourself too!

Deb & the Busy Pawz Crew xo

P.S. If you haven’t yet grabbed my free guides, check them out here