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Why chooseIvory Coat?

Wholegrain vs Grain Free

We know diet plays an important role in our own lives, so why should it be any different to our pets? When it comes to choosing a quality pet food, we want one that will support our precious family member’s health and bring out their best. But just like us, there is no “one size fits all” diet. Our pets all have different health needs and different taste preferences. Which is why at Ivory Coat in addition to our wide variety of flavours and textures, we have both a Whole Grain and Grain Free range.


Grains are complex carbohydrates that are a good food source of nutrition and energy. Examples of grains are corn, oats and rice (all gluten free) or gluten containing barley, rye, spelt, and wheat. These grains can be whole or refined. So exactly as it sounds, wholegrains are the entire grain, containing all its key parts - bran, endosperm and germ. Each part of the wholegrain contains important nutritional elements. The Bran, being the hard protective outer shell, is high in fibre, vitamins and minerals. The Endosperm is the food supply for the Germ and so has a high level of starchy carbohydrates and protein, and the Germ is the embryo of the grain and contains essential fatty acids, vitamin E, B-vitamins and minerals. For this reason, wholegrains are more nutritious than refined grains, as refined grains have the bran and the germ removed. This is why in human nutrition we are told to eat brown rice over white rice because it is more nutritious!

Whole grains can be considered as nutritious for dogs. Its fibre source can benefit their digestive system, gut health and nutrient absorption. The vitamins, minerals, essential fatty acids and protein are essential in contributing towards what dogs need for the creation of a Complete and Balanced meal. And the combination of protein and complex carbohydrates in the grains may provide the satiety sensation of staying “fuller” for longer.

View our product range for dogs
Grain free

Just like us, some dogs may be more sensitive than others with certain ingredients. That is why at Ivory Coat we have both a wholegrain range and grain free options. The grain free products are designed for dogs who may not feel at their best when eating grain containing foods. As the name suggests, Our Ivory Coat Grain Free range contain no added grains in the product. Instead, the recipes use a combination of meat and vegetables in the recipe, with added vitamins, minerals and other trace nutrients. These products are higher in protein compared to the wholegrain products and are formulated to provide your dog with their daily nutritional needs (ie A Nutritionally Complete and Balanced food for dogs).

So, no matter the reason, there is an Ivory Coat product that your dog will love and that will love your dog too!

View our product range for dogs
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