Platinum is a good-quality, meat-led semi-moist dog food, but it costs more than most UK kibble and its health claims are the brand’s own, not independent findings. We read the current UK labels for the main recipes, compared the figures with an independent UK rating site, and checked what owners say in public reviews. We have not run our own feeding trial, so treat this as a label-based review.
Quick verdict
- Best for: owners who want a high-meat food with a soft texture, fussy eaters, and small dogs that struggle with hard kibble.
- Think twice if: your dog needs a grain-free diet (Adult Chicken contains rice and corn), you are on a tight budget, or your dog has a diagnosed condition (ask your vet first).
- Headline figures (Adult Chicken): 70% fresh chicken, 26% protein, 16% fat, 19% moisture, 364 kcal per 100 g, £32.99 for 5 kg direct from the brand’s UK shop.
- Independent rating: 64% on All About Dog Food for Adult Chicken, which flags it as natural, high meat and nutritionally complete, but not hypoallergenic.
What is Platinum dog food?
Platinum is a German pet food brand, sold in the UK through its own online shop rather than supermarkets. The parent company, PLATINUM GmbH & Co. KG, was founded in 2004 near Mainz, and All About Dog Food lists it at Bingen am Rhein with around 200 staff. UK orders come from PLATINUM Pet Food & Care Ltd in Yate, near Bristol, with a free advice line on 0800 158 80 25.
How it is made (and why it is “semi-moist”)
Platinum uses a process it calls Fleischsaftgarung (FSG), German for cooking meat in its own juices. Per the brand’s dry food page, fresh meat is cooked in a vacuum at a low temperature with no added water, then the juice is slowly reduced. The result keeps about 19% moisture, so the pieces are soft and chewy rather than crunchy. That is why UK comparison sites classify it as a complete semi-moist food, not standard dry kibble.
Platinum also says its dry food does not swell in the stomach and so lowers the risk of gastric torsion (bloat). We found no independent study testing that claim for this food, so read it as marketing, not evidence. If your dog is a deep-chested breed prone to bloat, follow your vet’s feeding advice whatever you buy.
Is Platinum made in Germany? The brand is German and its UK listings give Germany as the origin for Adult Chicken. Some “Platinum Natural” recipes sold in central Europe list Spain as the country of origin, so check the bag if origin matters to you.
Platinum dog food ingredients: Adult Chicken label checked
Adult Chicken is the brand’s best-selling dry recipe, and its label is short and readable. This is the composition as printed on the UK product page on 31 October 2026:
Fresh chicken meat 70%, broken rice, corn (GMO-free), brewer’s yeast, apple pulp, salmon oil, yucca extract, flaxseed oil, olive oil, green-lipped mussel extract, carrots, tomatoes, African marigold, dandelion, broccoli, green tea, chamomile, oregano, milk thistle seed, cranberry seed, seaweed, potassium chloride.
| Nutrient | As fed | Dry matter |
|---|---|---|
| Protein | 26.0% | 32.1% |
| Fat | 16.0% | 19.8% |
| Fibre | 2.0% | 2.5% |
| Ash | 7.9% | 9.8% |
| Moisture | 19.0% | 0% |
| Carbohydrate (calculated) | not declared | 35.9% |
| Energy | 364.4 kcal / 100 g | not applicable |
As-fed figures from Platinum; dry matter figures from All About Dog Food.
What the label tells you:
- Meat comes first, and it is named. Chicken is the first ingredient and the only meat. There is no meat meal or vague “animal derivatives”. Like every food that declares fresh meat, the 70% is weighed before cooking, when raw chicken is mostly water.
- It is not grain-free. Broken rice and corn are the second and third ingredients. It contains no wheat or soya, which suits dogs that react to those, but not dogs on a strict grain-free plan.
- Moderate protein, fairly high fat. On a dry matter basis it sits at about 32% protein and 20% fat, a reasonable profile for an active adult dog. Less active or overweight dogs may suit the lighter VetActive Light recipe better.
- Useful extras, small amounts. Salmon oil and flaxseed oil add omega-3, and green-lipped mussel extract is often added for joints. The label does not give their quantities, so do not rely on them as a joint supplement.
- Single animal protein. If your dog is sensitive to chicken, choose a different protein from the range instead (lamb, beef or Iberian pork).
The Platinum range in the UK
The UK shop lists nine dry recipes, eight Menu wet foods and a set of treats, all made with the same FSG method. Here is what each one is for, based on the dry and wet range pages.
| Recipe | Type | Best suited to | Worth knowing |
|---|---|---|---|
| Adult Chicken | Dry | Most adult dogs | 70% fresh chicken; also sold as Mini pieces |
| Adult Beef, Adult Lamb, Adult Iberico | Dry | Adults that need a non-chicken protein | Same method, different single meat |
| Puppy Chicken | Dry | Puppies and young dogs | 73% fresh chicken, 27% protein, contains fish; Mini pieces available |
| VetActive Senior | Dry | Older dogs | Chicken based |
| VetActive Light | Dry | Overweight or less active dogs | Reduced fat and calories |
| VetActive Sensitive | Dry | Dogs with sensitive digestion | Turkey based |
| VetActive Hypoallergenic | Dry | Dogs with suspected food intolerances | Iberian pork as the protein |
| Menu (8 recipes) | Wet | Mixing with dry, or wet-only feeding | No added water, sold in cartons rather than tins |
| Treats and snacks | Treat | Training rewards | Not a complete food |
- Platinum Mini dog food: Mini is not a separate recipe. It is the same Adult Chicken or Puppy Chicken cut into pieces of about 10 mm for dogs up to 10 kg, against about 15 mm for standard pieces. It comes in 900 g bags.
- Platinum puppy food: Puppy Chicken has slightly more meat and protein than the adult recipe. The brand leaves out green-lipped mussel extract on purpose for young puppies, and its puppy feeding table runs to 12 months (see below).
- Platinum hypoallergenic dog food: VetActive Hypoallergenic uses a single, less common protein, which can help dogs that react to chicken or beef. “Hypoallergenic” is a marketing term here, not a prescription diet. If your vet suspects a food allergy, ask them before using it for an elimination trial.
- Platinum Menu dog food: Menu is the wet range, cooked in its own juices with no water or broth added, so portions are smaller than with typical tinned food. You can mix Menu and dry Platinum in the same meal.
Platinum dog food feeding guide
A 10 kg adult dog needs about 115 to 150 g of Platinum Adult Chicken a day, less than many kibbles because the food is energy dense. Start at the lower figure and only add more if your dog loses weight or condition.
Adult Chicken: daily amounts (from the UK product page)
| Dog’s weight | Grams per day |
|---|---|
| 3 to 5 kg | 55 to 85 g |
| 5 to 7.5 kg | 85 to 115 g |
| 7.5 to 10 kg | 115 to 150 g |
| 10 to 12.5 kg | 150 to 165 g |
| 12.5 to 15 kg | 165 to 190 g |
| 15 to 20 kg | 190 to 250 g |
| 20 to 25 kg | 250 to 300 g |
| 25 to 30 kg | 300 to 325 g |
| 30 to 40 kg | 325 to 425 g |
| 40 to 60 kg | 425 to 600 g |
| 60 to 80 kg | 600 to 750 g |
Puppy Chicken: daily amounts by expected adult weight (selected rows from the puppy feeding table)
| Expected adult weight | 2 months | 4 months | 6 months | 12 months |
|---|---|---|---|---|
| 5 kg | 85 g | 105 g | 110 g | 95 g |
| 10 kg | 130 g | 160 g | 175 g | 170 g |
| 20 kg | 205 g | 260 g | 285 g | 280 g |
| 30 kg | 270 g | 360 g | 370 g | 370 g |
How to serve it:
- Serve dry or slightly moistened with water, and feed straight away rather than soaking it.
- Always leave fresh water out.
- Weigh portions for the first few weeks; a cup measure is easy to overfill with a dense food.
- For an exact figure for your dog’s age, weight and activity, Platinum has a free food advisor.
Platinum dog food prices and cost per day
A 5 kg bag of Adult Chicken costs £32.99 from the UK shop, about £6.60 per kg, and the price per kg falls to £4.73 if you buy 30 kg at once. Prices below were checked on the Adult Chicken page on 31 October 2026 and can change.
| Adult Chicken pack | Price | Price per kg |
|---|---|---|
| 900 g Mini pieces | £11.99 | £13.32 |
| 3 x 900 g Mini pieces | £27.99 | £10.37 |
| 1.5 kg | £15.99 | £10.66 |
| 5 kg | £32.99 | £6.60 |
| 15 kg (3 x 5 kg) | £82.99 | £5.53 |
| 30 kg (6 x 5 kg) | £141.99 | £4.73 |
What it costs per day (our calculation from the feeding table and the prices above)
| Dog’s weight | Daily amount | Small-pack price per day | Bulk price per day |
|---|---|---|---|
| 5 kg | 85 g | £1.13 (900 g Mini) | £0.88 (3 x 900 g Mini) |
| 10 kg | 150 g | £0.99 (5 kg bag) | £0.71 (30 kg) |
| 20 kg | 250 g | £1.65 (5 kg bag) | £1.18 (30 kg) |
| 30 kg | 325 g | £2.14 (5 kg bag) | £1.54 (30 kg) |
Small dogs pay the most per kilo because Mini pieces only come in 900 g bags. Puppy Chicken costs a little more, at £34.99 for 5 kg.
Platinum dog food offers and coupons
We could not find a working public coupon code, and sites that list one rarely show proof that it works. The genuine savings on the UK shop are:
- Subscription discount: 2% off the first order, 5% off the second and 10% from the third, with the option to pause or cancel.
- Multi-bag prices: buying 2 to 6 bags of 5 kg cuts the price per kg (see the table above).
- Free delivery on orders over £29.
- Samples and trial packs so you can check your dog likes it before buying a large bag.
Platinum dog food reviews and complaints
Owner reviews are very positive, but read them with one caveat: a share of the public reviews come from people who were sent free food. The brand’s shop shows a 4.92 out of 5 average for Adult Chicken from more than 26,000 verified Trusted Shops ratings, and its Trustpilot page scores 4.8. Several of those Trustpilot reviewers say they tried the food free through a product-testing campaign.
What owners praise most:
- Fussy dogs eating the whole bowl, often the first reason people switch.
- Firmer, smaller stools and a shinier coat, though these are personal reports, not measured results.
- The soft texture, which suits small dogs and older dogs with dental wear.
The complaints that come up:
- Price. This is the most common objection, especially for large dogs on bulk packs.
- Interest fading. A few owners on European retail sites say their dog went off the food after a week or two, or that the smell faded once the bag was open.
- Ingredient concerns. One Trusted Shops reviewer avoids some wet recipes because of a vegetable on the label, so check the full ingredient list for any recipe you buy.
Does Platinum dog food cause diarrhoea?
There is no pattern of diarrhoea complaints in the reviews we read, but loose stools after a switch are common with any rich, high-meat food. The two usual causes are overfeeding, because Platinum is denser than most kibble, and changing food too quickly.
Platinum itself advises switching straight over with no transition and not mixing it with other dry food. That differs from the standard advice to change food gradually over about a week unless there is a reason to switch fast. If your dog has a sensitive stomach, we would follow the gradual route and feed at the low end of the table. Contact your vet if diarrhoea lasts more than a day or two, or comes with vomiting, blood or lethargy.
Pros and cons
| Pros | Cons |
|---|---|
| Named fresh meat as the first ingredient, no meat meal | Costs more per day than most UK kibble |
| Soft, chewy pieces that suit fussy, small and older dogs | Contains rice and corn, so not grain-free |
| No wheat, soya or artificial colours and flavours | Mostly sold direct online, so less easy to pick up locally |
| Clear, short ingredient list with full analysis | Health claims (bloat risk, “as nutritious as raw”) are the brand’s own |
| Mini pieces, puppy, senior, light and sensitive options | Not a veterinary diet for diagnosed allergies |
Who should consider it: owners of fussy eaters, small breeds that find hard kibble difficult, and anyone who wants a short, meat-first label and can afford around £1 to £2 a day for a medium dog.
Who should look elsewhere: dogs on a vet-prescribed or strictly grain-free diet, very large dogs on a tight budget, and dogs with known chicken sensitivity (unless you pick another protein).
Not to be confused with Canidae Platinum
Canidae Platinum is a different product from a different company. It is a US recipe from the brand Canidae for senior, less active and overweight dogs, made with chicken, turkey, lamb and fish meals rather than fresh meat. At least one US retailer now sells it under the name All Life Stages Less Active, noting it was formerly Platinum. Canidae Platinum dry food was also part of a voluntary recall in May 2012, linked to Salmonella at a third-party plant. Nothing in this review applies to Canidae products.
Frequently asked questions
Is Platinum dog food good?
Yes, for most healthy adult dogs it is a good-quality food. Adult Chicken lists 70% fresh chicken first, has no meat meal, wheat or soya, and meets complete-food standards. Its weak points are price and grain content, and its health claims come from the brand rather than independent studies.
Where is Platinum dog food made?
Platinum is a German company and its UK listings give Germany as the origin for Adult Chicken. UK orders are handled by PLATINUM Pet Food & Care Ltd in Yate, near Bristol. Some Platinum Natural recipes sold elsewhere in Europe list Spain, so check the bag.
Is Platinum dry dog food or semi-moist?
It is sold as dry food but is technically semi-moist. The pieces keep about 19% moisture from the meat juices, so they are soft and chewy. UK comparison sites list it as a complete semi-moist food.
How much Platinum should I feed my dog?
A 10 kg adult dog needs about 115 to 150 g of Adult Chicken a day, and a 20 kg dog about 250 g. Start at the lower figure in the feeding table and adjust to your dog’s weight and activity.
Is Platinum dog food grain-free?
Adult Chicken is not grain-free, as it contains broken rice and corn. It is free from wheat and soya. Check each recipe’s label if your dog must avoid grains entirely.
Can I mix Platinum wet and dry food?
Yes. Platinum says its wet Menu food and dry food digest at the same rate, so you can combine them in one meal or alternate them. Reduce the dry portion to allow for the wet food’s calories.
Where can I buy Platinum dog food in the UK?
Most UK owners buy direct from the brand’s shop at platinum.co.uk, which offers free delivery over £29 and a subscription discount. The brand also has a retailer search for independent pet shops that stock it.
How long does a bag of Platinum last once opened?
Platinum says its dry food keeps for 18 months from production to the best-before date, opened or unopened. Opened Menu wet food should go in the fridge and be used within 3 days.
When should a puppy move from Platinum Puppy to Adult?
Platinum suggests small breeds can stay on puppy food to 12 months and medium breeds can switch at around 6 months. Its advice for large breeds differs from the usual guidance, so ask your vet when to switch a large or giant breed puppy.
Our verdict
Platinum is worth the money if your dog is a fussy eater or does better on a soft, meat-first food, and if you can budget roughly £1 to £2 a day for a medium dog. It is not the right pick for strict grain-free feeding or vet-managed allergies, and its biggest health claims are unproven outside the brand’s own material. Order a sample or the smallest bag first, feed at the low end of the table, and judge it on your dog’s stools, weight and appetite after three to four weeks.
How we reviewed it: we read the current UK labels and feeding tables for Adult Chicken and Puppy Chicken, checked the full UK range and prices on 31 October 2026, compared the figures with All About Dog Food’s independent analysis, and read public owner reviews. [Editor: state here whether any link on this page earns a commission, before publishing.] We did not run our own feeding trial.
Related reading: Happy Dog food review | What can dogs not eat?
Sources
- Platinum UK: Adult Chicken (composition, analysis, feeding, prices)
- Platinum UK: Puppy Chicken
- Platinum UK: dry dog food range and FSG method
- Platinum UK: wet dog food range
- All About Dog Food: Platinum Adult Dry Chicken
- All About Dog Food: Platinum brand profile
- Platinum: about the company
- Trustpilot: PLATINUM Pet Food & Care Ltd
- PetMD: how to switch your dog’s food
- Dog Food Advisor: Canidae recall, May 2012
