Fidelis Fresh Menu in glass jars

Better than dry food

Fidelis Fresh Menu	Extruded dry food
High-quality fresh ingredients	Often lower-grade ingredients such as meat meals
Meat is gently cooked	Produced at high temperature and pressure
No artificial additives or preservatives	High proportion of pre-processed ingredients
High natural nutrient content	Relies on added synthetic vitamins
Smells like real food	Smells of the fats sprayed on after cooking
Shelf-stable without refrigeration	Heat-processed at around 130°C

The problem with kibble

Is dry dog food safe?

Most dry dog food is made by extrusion. Whatever the bag says – organic, free-range, vegan or insect – everything is mixed into a dough, kneaded, then forced through a die at high pressure and temperature and shaped into pellets. It’s the cheapest way to make dog food in large quantities.

1

Starch and meals hold it together

To form a kibble that holds its shape, extrusion needs ingredients like starch, carbohydrate residues and animal meals, which are harder for dogs to digest. Fresh ingredients alone won’t stick together, so only a limited share of fresh meat can be used.
2

Flavour and vitamins added afterwards

The result is a dry kibble with limited fresh content, fewer natural nutrients and a largely artificial taste. Fats for flavour and synthetic vitamins are sprayed on after production. Many owners find it can contribute to intolerances, poor digestion and a strong-smelling coat.

Our air-dried alternative

No fridge, but don’t want industrial kibble?

Try our Air Dried Menus: fresh ingredients, gently air-dried instead of extruded. They’re a complementary food, so feed them alongside a complete food such as our Fresh Menu.

Fidelis Air Dried Menus

Better than extruded dry food

Fidelis Air Dried Menus	Industrial dry food
High-quality fresh ingredients	Often lower-grade ingredients such as meat meals
High natural nutrient content	High proportion of pre-processed ingredients
No artificial additives	Relies on added synthetic vitamins
Gently air-dried	Extruded or cold-pressed
Smells delicious	Smells artificial

Fidelis Air Dried Menus compared with dry food

Why fresh

The Fidelis difference

Our Fresh Menus have no artificial additives and a high natural nutrient content. They look, smell and taste like real food – because they are real food.

Gently cooked to keep nutrients

Gentle cooking helps keep the nutrients in the original ingredients, so we only need a small top-up of vitamin D and trace minerals – not the long list of synthetic vitamins sprayed onto kibble.

A more natural way to feed

Dry food is convenient, but we believe fresh food is a more natural and potentially healthier option. Many owners notice better digestion, a healthier coat and more enthusiasm at mealtimes.