When we first started developing our dog food, we kept hearing this mantra: "More protein is better." It's everywhere in pet food marketing. But is it really true? We decided to look at the facts.

First, let's talk about canine evolution. Yes, dogs descended from wolves, but they've been living with humans for over 10,000 years. That's a long time for evolution to work its magic. Unlike wolves, modern dogs have developed genes that allow them to digest carbohydrates efficiently. This adaptation supports their digestive function and overall health.

Now, let's consider lifestyle. Wolves might spend an entire day hunting for one meal in harsh conditions. Your average pet dog? They're more likely spending their day lounging about, with maybe an hour or two of walks. This dramatic shift in activity levels means their nutritional needs have changed too.

So, how much protein do dogs actually need? We turned to the experts. The UK Petfood and FEDIAF (the European Pet Food Industry Federation) have clear guidelines. For low-activity dogs (less than an hour of daily lead walking), they recommend a minimum of 18 grams of protein per 100 grams of dry matter. For moderately active dogs (1-3 hours of outdoor activity), it's 21 grams per 100 grams of dry matter.

We opted for 21% protein in our OG Plant Crunch. That translates to 23.3 grams of protein per 100 grams of dry matter - right in line with recommendations for moderately active dogs.

But why not go higher? Here's where the science gets interesting. Dogs can't store excess protein. When they consume too much, their bodies have to work overtime to get rid of it. This puts unnecessary strain on their liver and kidneys. It's a bit like forcing yourself to eat an entire roast chicken at every meal - your body would struggle to process it all.

There's more. Excessive protein intake has been linked to behavioural issues in dogs. Some dogs may become hyperactive or even aggressive. It can also lead to digestive problems like diarrhoea, bloating, and gas. None of which are pleasant for the dog or the owner!

We also considered the rising issue of food sensitivities in dogs. Many dogs develop allergies to common animal protein sources like chicken, beef, or lamb. These allergies can trigger skin infections and gastrointestinal issues. That's why we chose a blend of plant-based proteins for our formula: green peas, split peas, potato protein, naked oats, and maize gluten. This diverse mix provides a complete amino acid profile while reducing the risk of triggering allergies.

It's worth noting that while protein is crucial, it's not the only important nutrient. A balanced diet that includes fibre from carbohydrates can help maintain healthy digestion and regular bowel movements. Our formula takes this into account too.

Of course, there's no one-size-fits-all solution in pet nutrition. A working dog who spends all day herding sheep will have different needs than a therapy dog whose job is to receive cuddles. But for the average pet dog, our 21% protein formula provides an optimal balance.

In the end, our decision wasn't about following trends or making bold marketing claims. It was about providing balanced nutrition based on scientific evidence and expert recommendations. Because that's what our dogs deserve - not hype, but health.