Winner Plus Dry Dog Food: What Our First Trials Revealed

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When the first shipment of Winner Plus dry dog food arrived at FendaF, we weren’t conducting a laboratory trial or repeating the manufacturer’s marketing copy. We had four very different dogs and a genuine curiosity about whether the food would suit them. So Faddu, Ossu, Fentu and Peku each started with a different formula. Things did not go entirely according to plan. If you know these dogs, that probably won’t come as a surprise. :)

When selecting Winner Plus, the manufacturer’s declared use of GMO-free ingredients mattered to us, as did a desire to avoid several additives we considered unnecessary. This was one of our selection criteria, not a claim that every dog food containing GMOs is unsafe or that a GMO-free label alone proves superior nutrition. A food should be assessed as a whole: its ingredients, energy content, nutritional balance and how an individual dog responds.

Four dogs, four different needs

Faddu was already very familiar with raw food, so we chose the cold-pressed Natural Plus Active for him to see whether it might fit better with his usual way of eating. For Fentu we selected the more energy-dense Performance. At the time, he was rather lean for a German Shepherd, and the idea was to help him maintain his weight.

Ossu was given Growth Holistic because of his age. He had suffered from itchy skin that occasionally developed into quite a severe hot spot, as well as problems with his elbows. Naturally, we hoped a suitable food might support his well-being. However, trying one diet cannot prove that the itch was caused by food or that added glucosamine can correct an anatomical elbow problem.

Peku, already an older gentleman, received Light Senior. For him the most practical question was body weight. When energy expenditure is lower, a food with a lower calorie density may suit better than a formula designed for a highly active working dog. However, the word “Senior” is not proof of suitability. We still need to consider the day’s total calories, muscle mass and whether the dog receives enough nutrients.

The first tasting: the dogs did not exactly agree with our plan

At the first tasting, Faddu and Ossu were in the office and both were initially suspicious of the different kibbles. After some sniffing, Faddu first approved Growth Holistic, which was actually intended for Ossu. Then he accepted Active and Light Senior. Performance was a definite no. Ossu, meanwhile, was mostly willing to try the Growth Holistic chosen for him. So much for our carefully designed testing plan.

Peku was the least concerned of all four: almost anything placed in his bowl seemed acceptable. Fentu, by contrast, had very firm opinions. One evening Irene arrived home at about nine o’clock, and Fentu had staged a proper drama. Scratching the kitchen cabinet and barking insistently made it clear that dinner was late. Then Performance went into his bowl. He sniffed it and refused to eat. Eventually some of his familiar Wolf of Wilderness duck kibble was mixed in. The result was impressive: he selected the old pieces, ate them and spat the new ones onto the floor.

He tried several other varieties later. At first Active was the most acceptable. The following day’s Performance became more appealing with a little Winner Plus salmon oil. Over time, he grew accustomed to cold-pressed Active. This was an observation of real eating behaviour, not evidence of long-term health benefits. Taste, smell, texture, familiarity and even how hungry a dog feels at that moment can all influence its choices.

After approximately six weeks, the situation at the time was this: Faddu and Fentu were eating Active, Ossu ate both Growth Holistic and Active, and Peku continued with Light Senior. These are historical experiences. They do not necessarily describe the dogs’ current diets, nor do they promise the same results for every other dog.

Cold-pressed food: does a lower temperature mean better nutrition?

Cold pressing was one reason Active initially interested us. According to the manufacturer, it involves gentler processing than conventional extrusion. The producer describes processing temperatures of up to 72°C for cold pressing, compared with the hotter extrusion process often used for standard dry food. This is a general description of a manufacturing method, not independent laboratory confirmation of every production stage or the final nutrient profile.

Why does that distinction matter? Heat can reduce some heat-sensitive compounds, but processing can also improve starch availability and reduce certain undesirable factors. Digestibility depends on the raw materials, processing time, moisture, pressure and other conditions.

A 2024 study compared different processing methods in corn-based dog foods and found differences in starch processing and digestibility. That does not establish that any Winner Plus formula is better or worse. A “cold-pressed” label also does not prove that live probiotics or active enzymes remain in the food unless their amounts in the finished product have actually been measured.

To me, it is therefore more honest to ask “does this particular food suit this particular dog?” than to declare one manufacturing method universally superior.

Compare actual recipes, not just the names on the bags

According to the manufacturer’s currently published information, Performance contains 31% crude protein, 22% fat and approximately 4,134 kcal/kg of metabolizable energy. This can make sense for a dog with greater energy needs, but the situation is quite different for a sedentary, overweight dog than for an active working dog.

The public Light Senior product page lists 21% crude protein, 8% fat and 3,425 kcal/kg. So 100 g of Performance provides approximately 413 kcal, while 100 g of Light Senior provides 343 kcal: a difference of around 70 kcal per 100 g. These are the manufacturer’s figures, not the results of an independent nutrient analysis.

Growth Holistic is described as containing 29% crude protein and 18% fat. Its ingredients include duck, rice, dried salmon, pea protein, herbs and berries. This brings up my favourite “But why?” question: does a higher protein percentage necessarily mean more meat? No. We need to distinguish animal and plant protein sources, digestibility and the balance of the entire recipe. The pea protein in Growth Holistic is a meaningful contributor to its protein content. One ingredient alone does not define the quality of a food.

FendaF’s own choices have to pass the same test as any other brand. If we took the Winner Plus name off the bag, would our assessment of these recipes remain the same? That is an honest question to revisit regularly. The manufacturer’s transparency, analytical information, quality control and a particular animal’s response matter more than the logo.

GMO-free, gluten-free, “holistic”: what do the labels actually mean?

GMO-free describes a particular ingredient and production choice. It can be important to a buyer, as it was and still is to us. However, the label alone cannot establish that a food is clinically better. Similarly, gluten-free does not automatically mean easier to digest for every dog. A confirmed sensitivity to a specific ingredient makes this an individual issue.

“Holistic” is not a medical category that demonstrates nutritional value. What matters is the actual composition. Herbs, berries and functional additives may feature on a label, but their presence does not tell us whether the amounts used produce a measurable clinical effect. With glucosamine, for example, the dose and intended benefit matter more than simply seeing its name in the ingredient list.

How would I assess a new food today?

First, I would ask why I want to change the food. Does the dog need more energy, better weight control, a recipe suited to sensitive digestion or a very specific diet because of a medical diagnosis? Next, I would examine ingredients, calories and nutritional balance, and ask the manufacturer for additional information where needed. I would not make the decision from percentages or product photographs alone. At the same time, an uncomplicated, natural and understandable ingredient list remains important to us.

Unless the dog’s medical situation requires otherwise, a change should be gradual. Monitor appetite, stools, skin, ears, weight and energy. If food allergy is suspected, casually switching between products is not enough for a diagnosis; a controlled elimination diet may be needed. And if a dog turns its nose up at one bowl, that does not prove the food is poor. Fentu is living evidence that dogs can have very particular culinary opinions.

Winner Plus was and remains a conscious choice for FendaF. But a trustworthy recommendation should still make sense if we temporarily remove the brand name from the picture. Our dogs’ experiences give that choice life; ingredients, manufacturing controls and scientific limitations provide context.

References

WINNER PLUS. Performance: official ingredients and energy values.

WINNER PLUS. Light Senior: official ingredients and energy values.

WINNER PLUS. Growth Holistic: official ingredients and analysis.

WINNER PLUS GmbH. Natural Plus Active: description of cold pressing.

Alvarenga IC et al. (2024). Processing of corn-based dog foods through pelleting, baking and extrusion. Journal of Animal Science. DOI: 10.1093/jas/skae067.

WSAVA Global Nutrition Committee. Selecting a Pet Food / Nutritional Assessment Guidelines.