Supercoat Dog Food Review

Supercoat Dog Food Review -
Including Puppy, Senior & Grain Free

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"Is Supercoat good for dogs?"

If you’re wondering whether or not you should add this brand to your regular rotation, we’ve got your back. In today’s Supercoat dog food review our experts analysed everything you should know about this brand, so you don’t have to! Keep reading to figure out if this is a good fit for your pup.

  • Supercoat has 3 dry kibble lines available in Australia, one of which is grain-free.
  • Although their recipes claim a single animal protein on the front, all the products have undisclosed meat and meat by-products from up to 4 different sources -chicken, beef, lamb and/or pork-.
  • Their regular recipes also have a large amount of cereals including wheat, barley, corn, and sorghum, which many owners might want to avoid in large quantities.
Vizsla about to eat dinner

Supercoat Dog Food Review

Supercoat Dog Food Review

Taste & digestion

Ingredients

Protein content

Additives

Variety

Price

Taste & Digestion 3/5

In general, most dogs like the taste of this kibble and are willing to eat it at mealtimes.

However, several owners report sensitive dogs with runny stools and stomach upset after adding Supercoat to their daily feed. While this appears to be a relatively uncommon occurrence in comparison to the wide popularity of the brand, it’s important to introduce new foods slowly to your dog in order to avoid an upset stomach.

Because of the diarrhoea and upset stomach claims and given more sensitive tummies might not do well with this brand, we’re taking off 2 stars.

Ingredients 2/5

Supercoat doesn’t have the best ingredient list out there, although it isn’t the worse by far. Our main qualm is the amount of grain -specifically corn and wheat- in pretty much all recipes. For example, the first ingredient in their sensitive recipe is wholegrain cereals -an undisclosed mix of sorghum, oats, rice and corn- and the use of cereal by-products without specifying which cereals.

PRO TIP: Always look at the first 5 ingredients in your dog’s food. Those are the ones that make the majority of the food and should be healthy.

Other Supercoat recipes are based around animal proteins, but in most recipes only 1 out of the first 5 ingredients is protein-based. In fact, although their small-breed beef recipe starts with meat as the first ingredient, it’s followed by wheat, cereal by-products, barley, corn and sorghum. That doesn’t look like something an omnivore like your dog should be eating!

While some amount of highly digestible grains like rice can be healthy for your dog, gluten-heavy cereals usually aren’t. In fact, some breeds like Irish Setters and Border Terriers are genetically prone to gluten intolerances [1] shown through gastrointestinal distress, skin issues and even neurological signs [2].

The remainder of the ingredient list is pretty clean, although they don’t mention which preservatives are used. Because of the high amount of cereal and cereal by-products, and the non-disclosure of preservatives, we’re taking off 3 stars.

Protein Sources 2/5

Like other options from Purina dog food brands, Supercoat has a good amount of protein in line with official recommendations. The AAFCO guidelines recommends at least 18% of crude protein per 100 g, Supercoat packs 25% or more protein in all their adult recipes.

PRO TIP: Supercoat has enough protein content to keep your dog nourished

However, it isn’t clear whether or not that protein percentage comes mainly from animal protein or is heavily supplemented with vegetable sources. For example, most of their recipes list vegetable proteins within the first 5 ingredients, and their grain-free line also lists canola meal. Canola meal is ground canola seed, used to feed animals because of its high protein content. While it packs heaps of amino acids that your pup needs, it’s probably also responsible for a good chunk of the protein content in Supercoat’s recipe.

Since canola meal tends to have a high protein reading, a lot of dog food companies will pair it with cheap products to help boost the protein level. – Fit dog magazine [3]

On the other hand, we don’t like that protein-specific recipes include several non-disclosed animal proteins. In fact, while the front of the package claims a certain main protein -i.e. Chicken-, the ingredient list mentions only meat and meat by-products. For example, the kangaroo adult kibble indicates "meat and meat by-products (chicken, beef, kangaroo, lamb and/or pork)" while unsuspecting owners might only read the flavour indicated on the front.

In general, the protein sources aren’t too bad, but we’re taking off 3 stars because the flavours aren’t reflected in the composition of every recipe. In turn, this won’t suit dogs with sensitivities or those that need specific proteins.

Additives 3/5

In terms of additives, Supercoat’s recipes are very basic. Although many dog food brands are now including extra goodies like fruits, vegetables and superfoods like berries or chia seeds, Supercoat doesn’t. none of their recipes available in Australia have other extras beyond beet pulp, vitamins, minerals and amino acids.

On the flip side, the recipes mention natural flavours, without specifying what’s in them. In general, we don’t like when dog food brands don’t spell out every ingredient added to their recipes.

This kibble, like other brands doesn’t specifically mention which preservatives it uses on the food. This is a problem since sulphite, a common pet food preservative, can be dangerous in large quantities [4].

Because of the lack of nutritious extra foods, and the blanket terms for flavouring, we’re giving Supercoat 3 out of 5 in this category.

Variety 2.5/5

Supercoat offers several options tailored to your dog’s needs and preferences. They have a traditional line with grains, a premium line also with grains, and a grain-free line. Keep in mind their grain-free line is limited to two different recipes for adult dogs.

They also have some recipes to help with weight loss, senior dogs, extra active dogs and those with sensitive stomachs. While Supercoat doesn’t have specific recipes for large breed adult dogs, they do have options with small kibble for toy and mini breeds.

On the flip side, protein options are limited, especially if you’re looking for grain-free kibble. Traditional Supercoat dog food -with grains- is available in chicken, fish, lamb, beef and kangaroo flavours. In contrast, there’s only chicken and beef in the grain-free line. Keep in mind none of their recipes use a single animal protein, and all of them can have several other animal protein sources in undisclosed quantities.

Supercoat doesn’t offer any wet food options, and their puppy selection is very limited. Because of it, we’re giving this brand 2.5 out of 5 in this category.

Price 4/5

This is a reasonably-priced dog food that fits most people’s budgets. However, many owners complain the prices have recently gone up, while special discounts are scarce and bags are smaller. If you want to save a bit more, we recommend choosing larger bags and looking online for discounts that might not be available at your local store.

We’re taking off 1 star because of the smaller-sized bags and price hike, although this isn’t the most expensive brand in the market.


Purina Supercoat Puppy Food Review

puppy waiting patiently for dinner

Of course, our Purina Supercoat review wouldn’t be complete without a thorough look at their puppy options. For starters, their selection is very limited and not what we would call the best puppy food option. 

Supercoat only offers 2 different puppy recipes, one for large-breed pups, and another for all puppies.

In both large and regular puppy food, the only flavour available is chicken. However, keep in mind their puppy options also list a generic "meat and meat by-products". The list specifies that this could mean chicken, but also beef, lamb or pork, as well as fish and fish by-products. If your puppy has certain sensitivities, or you’d rather offer a limited-ingredient diet, this is probably not the brand for you.

On the other hand, they don’t offer smaller kibble options for toy and mini breed pups. This is especially important because their teeth are still relatively new and small pups have a harder time chewing on large kibble. In order to make sure your little one is properly nourished; their kibble needs to be of a manageable size. If you have an extra-small dog like a chihuahua or a Yorkshire terrier, it might be worth it to explore other options.

When it comes to extra goodies, Supercoat puppy kibble doesn’t have nutritious additives on top of their vitamin and mineral mix. There are also no wet food options if you’d like to give your little one an occasional treat.

All in all, while this isn’t an awful food to give a growing pup, there are other options with more flavour variety and better extras at a similar price point.


Don’t Buy If…

While Supercoat can be a great option for many dogs, you might want to try another brand if you:

  • Want to support small and medium-sized businesses: as we already mentioned, Supercoat is a Purina brand. While that in and of itself this isn’t a bad thing, you might want to support smaller businesses that aren’t owned by a multinational company
  • Don’t want to give cereal-based food to your dog: while not all dogs and their owners might want to go the grain-free route, it is important to choose a dog food with a healthy amount of animal protein. Many Supercoat recipes have 4 out of their 5 main ingredients be cereals and grains, which is way too much for most dogs.
  • Want to avoid corn and wheat: in line with the previous point, on top of having cereal and grains, Supercoat doesn’t specify which cereals every recipe has. That means that the specific amounts can change according to availability and season. Because corn and wheat are harder to digest for dogs, it’s best to avoid them in large quantities.
  • Have a dog with food sensitivities or allergies: Supercoat uses blanket terms for both their animal protein and cereal ingredients. In fact, no recipe has a single source of animal protein or carbs. This makes it impossible to recommend them if your dog has specific sensitivities, because you could never be sure of the amount and source of the ingredients.

Purina Supercoat Review: The Verdict

If it’s everything you have, go ahead. However, there are better options at this price point. Other dog food brands stick to one or two animal proteins per recipe or avoid wheat even on their original recipes. On top of this, many other options at this price will also offer extra nutritional boosts like superfoods, fruits and veggies already mixed in.

Want to read more dog food brand reviews? Check out the below:

References
  1. Biagi, F., Maimaris, S., Vecchiato, C. G., Costetti, M., & Biagi, G. (2020). Gluten-sensitive enteropathy of the Irish Setter and similarities with human celiac disease. Minerva gastroenterologica e dietologica, 66(2), 151–156. https://doi.org/10.23736/S1121-421X.19.02648-5. Available https://pubmed.ncbi.nlm.nih.gov/31820885/
  2. Are Dogs Gluten Sensitive? Shotts Vet Ltd. Available https://www.shottsvet.com/single-post/2017/06/05/Are-dogs-gluten-sensitive
  3. Unhealthy dog food disguised as quality food. Fit dog magazine. Available https://www.fitdog.com/blog/unhealthy-dog-food-disguised-as-quality-food/
  4. What should I feed my dog? RSPCA knowledge base. Available https://kb.rspca.org.au/knowledge-base/what-should-i-feed-my-dog/
Eloisa Thomas

Eloisa Thomas is a dog lover & anthropologist. She enjoys writing content that will actually help people understand their dogs better.

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