Sorry to nit pick, but they are not entirely accurate about AMP.
Here are the ingredients listed for their 2Kg packs of Prize Choice Freeflow mince as an example:
Ingredients
Chicken whole pieces, minced size 10 mm max.
No artificial colouring, fillers, preservatives, additives or cereals. Products may contain small bone pieces - 4g/100g may be present
Typical Analysis
Protein 14%, oil 15%, moisture 65%
and here are the Ingredients listed for NI Natural Chicken:
Natural Chicken
British chicken, British chicken livers, ground chicken bones, apples, carrots, pumpkin, sweet potato, Brewers' Yeast, cod liver oil, flaxseed oil, kelp
(Moisture 70.9%, protein 14.4%, fat 9.2%, ash 0.5%, carbohydrate 5%, fibre 0.5%)
Whilst AMP is similar, it is not exactly the same - for example, our product contains around 75% meat (and about 5% bone), with 20% fresh fruit and vegetables.
True: AMP Prize Choice is 96% meat and 4% bone and contains no fruit or vegetables.
AMP does not contain bone which is essential for a proper BARF (bone and raw food) diet.
False (see above)
In addition, our protein content is generally higher
er true -by 0.4%
we add not only Omega 3, but also flaxseed, kelp and brewers' yeast for essential nutrients.
.
True
AMP also contains rice, which your dog is not designed to eat.
False. They are looking at Natures menu, not Prize Choice.
Our products contain no grains or fillers of any kind.
Neither does AMP Prize Choice
In addition, we make no charge for delivery,
True AMP do, but you're paying a lot less for their products. Their minimum order is £60.00 + carriage of £4.25
So yes, Omega 3, flaxseed, kelp, brewers' yeast, fruit and veggies, are in NI chicken (together with 0.4% more protein and 5.9% more water) @ £4.29/Kg but not in AMP Prize Choice freeflow mince @£1.695/Kg
Is it going to cost you £2.595 to add fruit veggies, kelp Brewers yeast and Omega 3 to each Kg of meat?
You do the sums. If your time is worth more -then I suppose it is worth it for some people.
I don't have any interest in promoting AMP nor do I have anything against NI, but I do like accuracy