Media Kit
In The Kibble reviews dog food from the label up. We read the guaranteed analysis, convert it to dry matter, estimate the starch, count the named proteins and check the brand's recall history. This page holds the description, the figures, the method and the artwork, so anything written about the site can be checked against the source rather than guessed at.
Describe Us In Our Own Words
Three lengths, all current. Copy one straight into a piece rather than paraphrasing it, and the description will still be accurate the next time somebody checks it.
In The Kibble reviews dog food from the label up: guaranteed analysis converted to dry matter, starch estimated, ingredients read in order, recalls matched by manufacturer.
In The Kibble is a dog food reference site. Every review starts from the manufacturer's own guaranteed analysis, converts it to a dry matter basis so any two foods compare directly, estimates the starch left over, reads the first five ingredients in order, and matches the brand against the FDA recall record. We publish figures and the reasoning behind them, not verdicts.
In The Kibble is a dog food reference site built around the one document every bag carries: the guaranteed analysis. Each published review transcribes the manufacturer's own protein, fat, fiber, moisture, calorie content and full ingredient declaration, then converts those figures to a dry matter basis so a kibble and a wet food can be read against each other. From the same figures the site estimates the starch, which no manufacturer prints, and labels it as an estimate wherever it appears. The first five ingredients are read in order, and every brand is matched against the U.S. Food and Drug Administration recall record, which is checked daily. The archive holds 2,543 published reviews across 250 brands, an ingredient reference of 1,452 entries, and 211 recall notices going back to 2012. The site publishes label data, not veterinary advice.
What The Archive Holds
Four counts, each taken from the published archive at the moment this page is served, so the page cannot drift away from the site. What each one counts, and what it does not, is written next to it.
How A Number Gets On The Page
Transcribe The Label
Protein, fat, fiber, moisture, calorie content and the full ingredient declaration are copied from the manufacturer's own published label. Nothing in that step is our opinion. All 2,543 published foods carry a complete set of the four guaranteed figures.
Convert To Dry Matter
The guaranteed analysis is measured as fed, which includes the water, so a kibble at 10 percent moisture and a wet food at 78 percent are quoting their protein against completely different amounts of actual food. The conversion removes the water so a food can be compared with any other, wet or dry.
Estimate The Starch
No manufacturer prints it. It is what is left of the guaranteed analysis once protein, fat, fiber and moisture are taken out, with ash assumed at 6 percent for dry foods and 2 percent for foods above 40 percent moisture. That leftover is mostly starch but also carries sugars and the fiber a crude fiber test misses, so read it as a close estimate rather than an exact figure.
Read The Ingredients In Order
Ingredients are listed heaviest first, so position carries weight. We weigh the first five rather than reacting to a single name further down, and we mark the point in the list where salt appears, because a dog food needs very little salt and everything after it is present in an even smaller amount.
Match The Recall Record
Recall notices come from the U.S. Food and Drug Administration and are matched to the manufacturer, so a flagged maker shows up on every recipe it makes rather than only the product named in the notice. Where a notice names the exact recipe on a page, that page says so. The feed is checked daily and the log updates when it changes.
One Honest Limit
These figures are what a label will tell us: protein, starch, the top of the ingredient list, flagged additives and the brand's recall record. They cannot tell you whether a dog will do well on a food. Allergies, gut sensitivity, age and health conditions all matter more than any of it, and none of them are printed on a bag. Where a manufacturer figure is missing we print the words "not published" rather than a number that looks measured.
What You May Quote, And How
Every figure on the site may be quoted, in print or online, with attribution and a link to the page it came from. No permission is needed, there is no embargo, and there is no charge.
Source: In The Kibble (inthekibble.com), <page title>, retrieved <date>.
In The Kibble converts every guaranteed analysis to a dry matter basis and lists 2,543 published dog food reviews across 250 brands (In The Kibble, "Dog Food Reviews", retrieved August 22, 2026).
Label A Dry Matter Figure As Dry Matter
The bag prints as fed. Our conversion removes the water, so the two numbers differ for the same food. A dry matter figure quoted without the words "dry matter" reads as a manufacturer figure and is not one.
Label A Starch Figure As Estimated
The starch figure is derived from the guaranteed analysis by difference, with ash assumed, and no manufacturer publishes one. Quote it with the word estimated or calculated attached. It is a leftover, not a lab result, and it cannot tell you which starches a food uses or how they were cooked.
Link The FDA, Not Only Us
Our recall records republish the company announcement and link back to the original notice. Quote the FDA release as the primary source and use our log as the index. "No FDA recall on record" means none is in our data. It is not a guarantee that none exists.
What Is Off Limits
Four things the site does not say. Reading any of them into a figure would misstate what is published here, so they are written down rather than left to be inferred.
There Is No Public Rating
The site publishes no overall rating, grade, star or league table, and there is no best dog food list to quote. What is published is the measured figures and the reasoning behind them. Anything presented as our verdict on a food would be an invention.
This Is Label Data, Not Veterinary Advice
Nothing here diagnoses, treats or recommends. A figure is not a health claim, and a food that reads well on paper is not therefore right for a given dog. Every dog is different, and the choice sits with the reader and their vet.
A Derived Figure Is Ours, Not The Brand's
Dry matter values and the starch estimate are calculated by us from the label. Attributing them to the manufacturer states that the brand published something it did not.
A Recall Is Not A Verdict On A Brand
Most recalls are voluntary and precautionary, and a brand that recalls quickly is often being careful rather than careless. What we can tell you is what was recalled, when, and why.
How The Site Stays Independent
No food on this site is for sale. Some links to retailers are affiliate links: Amazon links carry our Amazon Associates tag, and we may earn a commission when someone buys through them. Retailer links and prices are attached after a food's figures are computed, and they never change a figure, the order of a list or what a page says. Every figure is transcribed from the manufacturer's published label or derived from those figures by a stated method, so a brand cannot change one by asking, and no brand pays for placement. If any of that changes, this section changes with it and the date on this page moves.
Audience Figures
Audience reporting is being re-baselined, so no number is published here yet. Filtered figures are available on request, and this block will carry them once the baseline is settled. Nothing above depends on them: the catalog counts are taken from the archive as this page loads, and the method is written down so it can be checked.
The Wordmark And The Mark
The logo is a bowl holding three kibbles, set beside the name In The Kibble in a transitional serif. SVG is the master and should be used wherever a vector can go. PNG exports are provided for everything else. The lettering is supplied as outlines; use the files rather than re-setting it in a font.
Display type is Inter Tight at weight 500, set uppercase and tracked in slightly. Body copy is Inter. Figures, labels and dates are set in Roboto Mono, which is the site's machine voice. Corners are square everywhere, borders carry the weight, and the site uses no drop shadows.
Writing The Name, Using The Mark
Write It As In The Kibble
Three words, each capitalized, no hyphen and no run together spelling. A browser tab reads "In The Kibble - Dog Food Reviews", but the trailing words are a descriptor, not part of the name. On first mention: In The Kibble (inthekibble.com).
Do Not Alter The Artwork
Do not recolor it, re-set the lettering in a font, stretch it, rotate it, add a border or a shadow, or move the bowl away from the word. On dark grounds use the reversed file rather than inverting the primary one, because the dark rim and lettering disappear against a dark ground.
Do Not Lock It To Another Logo
Do not set the mark beside a brand logo, inside a badge, or in a lockup that reads as a partnership. The site does not endorse foods and the artwork must not suggest that it does.
There Is No Seal Or Award
No approval mark, no award, no certified badge exists. Any badge built out of this artwork would claim something the site does not publish.
Getting In Touch
One route, read by the people who write the site. Press questions, partnership questions and corrections all arrive in the same place, so nothing sits in a mailbox nobody opens. Put CORRECTION in the subject line if a figure here is wrong and we will check it against the label and fix it.
The site is published as an organization rather than under a personal byline, so a quote should be attributed to In The Kibble rather than to an individual.
Think You Know What Your Dog Can Eat?
Ten everyday foods. Safe, In Moderation or Never. No googling, no second guesses. Then share your score with your friends, however embarrassing it turns out to be.
115 foods in the deck. Grapes are in there. So is cheese.
Think You
Know?
Ten foods, one at a time. Call each one Safe, In Moderation or Never, then flip the card to see if you had it right. The ones you miss are listed at the end.
Keys: 1 Safe 2 Moderation 3 Never Enter Next
Copied. Paste it anywhere your friends will see it.
Want the reason behind every answer? The 80-page e-book, $7.99
Now, is your dog's food any good?
Look it up: estimated starch, calories per cup and every ingredient, for 2,543 foods.