Simpsons is a relatively new brand, and entering a very packed market as it's competing in the 'Natural' Food shelves.
If you want to feed your dog a 'wolf' type diet packed full of meat and cereal free then Simpsons offer an 80/20 food (that means animal ingredients (80%) fruit, vegetables and botanicals (20%) and 0% grains) and being UK made this is probably cheaper than some of the very expensive imported brands coming across from the US
The Simpsons recipes fall neatly into the 'natural' pet food sector and although not the cheapest out there, this is good quality food.
A little confusing to list the total meat content as a straight addition of dried meat, fresh meat and fat though in the example below.
Expect to pay around £45 for a 12kg sack of their standard range and £55 for the 80;20 food.
Based not just on quality of ingredients, but if it seems to offer value for money!
Lamb (min 45% - Dried Lamb, Deboned Lamb, Lamb Fat) Potato (min 26%) Beet Pulp, Brewers Yeast, Lamb Gravy, Dried Egg, Salmon Oil, Minerals, Linseeds, Vitamins, Yucca Extract, Cranberries, Nucleotides, Mannanoligosaccharides (MOS), Fructooligosaccharides (FOS), Glucosamine, MSM, Chondroitin.
Protein 25%, Fat 14%, Fibre 3.5%
Deboned chicken(27%), dried chicken(16%), deboned salmon(13%), sweet potato, potato, dried white fish(7%), dried salmon(5%), dried turkey(4%), chicken fat(2%), chicken gravy(2%), dried whole egg(2%), deboned white fish(2%), pea fibre, lucerne, minerals, vitamins, dried apple, dried carrot, spinach, dried seaweed, dried cranberry, prebiotic FOS, aniseed, fenugreek, glucosamine, MSM, chondroitin, thyme, marjoram, oregano, parsley, sage.
Protein 38%, Fat 18%, Fibre 2%