• Meat and animal derivatives - a generic term for animal proteins which avoids having to specify where the meat comes from - it can be any part of the animal. This enables the pet food company to use whatever meat is the cheapest when they make their food - and there’s no way you can tell what it is.

• Derivatives of vegetable origin - sounds unpleasant, is unpleasant! Another loose term used to disguise all manner of hidden ingredients such as vegetable residues and even charcoal!

• EC permitted additives - this term hides a list of over 4000 chemicals, many of which have been banned from human foods due to health concerns, including E110 (sunset yellow) and E102 (tartrazine).

• Low quality proteins - cheap protein sources such as soya are used instead of meat in many pet foods. They are hard to digest and much less suitable than real meat proteins.