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Why is IAMS so good for my dog?

IAMS Proactive Health* contains 24% more protein than the top 2 leading brands**. Protein is a critical nutrient and consistently needs replacing. Plenty of high quality protein is needed every single day to support the skin and coat, muscles, digestion, tissues such as the liver and even important messengers such as hormones.

*Adult Small & Medium Breed Rich in Chicken dry dog food compared with Bakers Complete Adult with Chicken & Country Vegetable and Harrington's Adult Rich in Turkey with vegetables.

**Top 2 leading brands sold in supermarkets based on IRI data for 52 weeks ending 31 Dec 2016


IAMS Protein level +47%

Why is protein so important for a healthy active life?

IAMS contains high quality ingredients to support a healthy, active life and playing a fundamental role in this is protein.

In your dog’s body, protein is a nutrient in demand, with numerous duties; supporting skin and coat, digestion, strong muscles and even important messengers such as hormones. Because IAMS Proactive Health* contains 24% more protein than the leading brands**, you can be certain he’ll have enough energy to play all day.

Chicken & turkey is the No.1 protein

The no 1 ingredient in IAMS is a tasty blend of chicken and turkey.

As ingredients are listed in order of their pre-cooked weight this means our blend of chicken and turkey is the most plentiful ingredient in IAMS Proactive Health. Chicken and turkey naturally provide essential amino acids like taurine, omega fats and vitamins and minerals and dogs really enjoy the taste.

No.1 ingredient
is chicken and turkey

Pricing is at the sole discretion of the retailer. *Adult Small & Medium Breed Rich in Chicken dry dog food compared with Bakers Complete Adult with Chicken & Country Vegetable and Harrington’s Adult Rich in Turkey with vegetables. **Top 2 leading brands sold in supermarkets based on IRI data for 52 weeks ending 16 Sept 2017. ***Source of retail prices from IRI, custom panel database, total grocery UK, past 12 weeks W/E 16 Sept 2017, for adult diet chicken/turkey based products in 2kg to 3kg bags. Exceptions: James Wellbeloved Turkey 2kg retail price recommended by James Wellbeloved Careline in April 2017. ****Information not available on packaging. *****This is modelled data based on pack declaration, Jan 2017. ****** Examples of added concentrated plant based proteins include corn gluten and maize gluten.



IAMS Dog FAQs

Why is IAMS so good for my dog?
In addition to providing high animal protein sources, IAMS also contains high quality ingredients supporting healthy active lives:

• Cleverly selected tooth friendly minerals for healthy teeth gently reducing tartar build up by up to 80% in 28 days* (*results in dogs may vary)
• Omega 6 & 3 oils for a superb skin and coat
• Special fibres beet pulp and prebiotic FOS for healthy digestion
• Enriched with antioxidants such as Vitamin E for a strong immune system

Furthermore IAMS recipes do not contain any artificial flavours, colours, fillers or GMOs.
Which protein sources are in IAMS?
We only add high levels of high quality animal protein to IAMS, including chicken, turkey and egg. This is quite different to adding to a formula a concentrated plant protein such as wheat gluten, soy or maize protein.
Why do you only add animal protein sources and not concentrated plant proteins sources to IAMS?
We believe dogs are best fed as carnivores and so only add animal proteins. Concentrated plant based proteins such as soy or corn gluten meal often contain a lower concentration of certain essential amino acids in comparison to high quality animal protein.
Why are the animal proteins in IAMS so good for my dog?
Animal protein sources like chicken, turkey and egg naturally enhance the food’s smell and taste, plus they provide essential amino acids for strong lean muscles, healthy bones, healthy skin and coat and even support hormone regulation.
What does dried chicken and turkey mean?
This simply means most of the moisture and some fat is removed, leaving nutritious protein for carnivores to enjoy and benefit from.
Is the chicken and turkey in IAMS suitable for human consumption?
We follow all manufacturing regulations very carefully and ensure that all of our dried chicken and turkey is sourced from the human food chain.
I am more than just a dog. I am an IAMS dog.