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I and Love and You Lovingly Simple (Dry)

Discussion in 'Health & Nutritional Care' started by Dog Food Advisor, Jul 7, 2018.

  1. Dog Food Advisor

    Dog Food Advisor Little Dog

    Rating: 4.5 out of 5 stars

    I and Love and You Lovingly Simple Dog Food receives the Advisor’s second-highest tier rating of 4.5 stars.


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    The I and Love and You Lovingly Simple product line includes 2 dry dog foods.

    Each recipe below includes its related AAFCO nutrient profile when available on the product’s official webpage: Growth, Maintenance, All Life Stages, Supplemental or Unspecified.

    Important: Because many websites do not reliably specify which Growth or All Life Stages recipes are safe for large breed puppies, we do not include that data in this report. Be sure to check actual packaging for that information.

    • I and Love and You Lovingly Simple Lamb and Sweet Potato [A]
    • I and Love and You Lovingly Simple Whitefish and Sweet Potato [A]

    I and Love and You Lovingly Simple Whitefish and Sweet Potato recipe was selected to represent both products in the line for this review.

    I and Love and You Lovingly Simple Whitefish and Sweet Potato


    Dry Dog Food

    Estimated Dry Matter Nutrient Content

    Protein = 34% | Fat = 17% | Carbs = 41%

    Ingredients: Whitefish, menhaden fishmeal, peas, chickpeas, sunflower oil (preserved with mixed tocopherols), sweet potatoes, pea protein, pea starch, natural flavors, salt, calcium carbonate, chicory root, minerals (zinc proteinate, iron proteinate, copper proteinate, manganese proteinate, cobalt proteinate, sodium selenite), vitamins (choline chloride, vitamin A supplement, vitamin D3 supplement, vitamin E supplement, niacin, D-calcium pantothenate, pyridoxine hydrochloride (source of vitamin B6), thiamine mononitrate, riboflavin supplement, folic acid, vitamin B12 supplement), dried Lactobacillus acidophilus fermentation product, dried Lactobacillus casei fermentation product, dried Bifidobacterium thermophilum fermentation product, dried Enterococcus faecium fermentation product

    Fiber (estimated dry matter content) = 4.5%

    Red items indicate controversial ingredients

    Estimated Nutrient Content
    MethodProteinFatCarbs
    Guaranteed Analysis30%15%NA
    Dry Matter Basis34%17%41%
    Calorie Weighted Basis29%36%35%
    Protein = 29% | Fat = 36% | Carbs = 35%

    The first ingredient in this dog food is whitefish, a marine or freshwater species native to Canada and the California coast.

    The second ingredient is menhaden fish meal. Because it is considered a meat concentrate, fish meal contains almost 300% more protein than fresh fish itself.

    Menhaden are small ocean fish related to herring. They’re rich in protein and omega-3 fatty acids. What’s more, in their mid-depth habitat, menhaden are not exposed to mercury contamination as can be typical with deep water species.

    This item is typically obtained from the “clean, dried, ground tissue of undecomposed whole fish and fish cuttings” of commercial fish operations.1

    The third ingredient includes peas. Peas are a quality source of carbohydrates. And like all legumes, they’re rich in natural fiber.

    However, peas contain about 25% protein, a factor that must be considered when judging the meat content of this dog food.

    The fourth ingredient includes chickpeas, also known as garbanzo beans. Like peas, bean and lentils, the chickpea is a nutritious member of the fiber-rich legume (or pulse) family of vegetables.

    However, chickpeas contain about 22% protein, a factor that must be considered when judging the actual meat content of this dog food.

    The fifth ingredient is sunflower oil. Sunflower oil is nutritionally similar to safflower oil. Since these oils are high in omega-6 fatty acids and contain no omega-3’s, they’re considered less nutritious than canola or flaxseed oils.

    Sunflower oil is notable for its resistance to heat damage during cooking.

    There are several different types of sunflower oil, some better than others. Without knowing more, it’s impossible to judge the quality of this ingredient.

    The sixth ingredient is sweet potato. Sweet potatoes are a gluten-free source of complex carbohydrates in a dog food. They are naturally rich in dietary fiber and beta carotene.

    The seventh ingredient is pea protein, what remains of a pea after removing the starchy part of the vegetable.

    Even though it contains over 80% protein, this ingredient would be expected to have a lower biological value than meat.

    And less costly plant-based products like this can notably boost the total protein reported on the label — a factor that must be considered when judging the meat content of this dog food.

    The eighth ingredient is pea starch, a paste-like, gluten-free carbohydrate extract probably used here as a binder for making kibble. Aside from its energy content (calories), pea starch is of only modest nutritional value to a dog.

    From here, the list goes on to include a number of other items.

    But to be realistic, ingredients located this far down the list (other than nutritional supplements) are not likely to affect the overall rating of this product.

    With 3 notable exceptions

    After the natural flavors, we find chicory root. Chicory is rich in inulin, a starch-like compound made up of repeating units of carbohydrates and found in certain roots and tubers.

    Not only is inulin a natural source of soluble dietary fiber, it’s also a prebiotic used to promote the growth of healthy bacteria in a dog’s digestive tract.

    In addition, we note the inclusion of dried fermentation products in this recipe. Fermentation products are typically added to provide enzymes to aid the animal with digestion.

    And lastly, this food also contains chelated minerals, minerals that have been chemically attached to protein. This makes them easier to absorb. Chelated minerals are usually found in better dog foods.

    I and Love and You
    Lovingly Simple Dog Food
    The Bottom Line



    Judging by its ingredients alone, I and Love and You Lovingly Simple looks like an above-average dry dog food.

    But ingredient quality by itself cannot tell the whole story. We still need to estimate the product’s meat content before determining a final rating.

    The dashboard displays a dry matter protein reading of 34%, a fat level of 17% and estimated carbohydrates of about 41%.

    And a fat-to-protein ratio of about 50%.

    Above-average protein. Near-average fat. And Below-average carbs when compared to a typical dry dog food.

    When you consider the protein-boosting effect of the peas, chickpeas, and pea protein, this looks like the profile of a kibble containing a notable amount of meat.

    Bottom line?

    I and Love and You Lovingly Simple is a plant-based dry dog food using a notable amount of fish and fish meal as its main source of animal protein, thus earning the brand 4.5 stars.

    Highly recommended.

    Please note certain recipes are sometimes given a higher or lower rating based upon our estimate of their total meat content and (when appropriate) their fat-to-protein ratios.

    I and Love and You Dog Food
    Recall History



    The following list (if present) includes all dog food recalls since 2009 directly related to this product line. If there are no recalls listed in this section, we have not yet reported any events.


    You can view a complete list of all dog food recalls sorted by date. Or view the same list sorted alphabetically by brand.

    To learn why our ratings have nothing to do with a product’s recall history, please visit our Dog Food Recalls FAQ page.

    Get free dog food recall alerts sent to you by email. Subscribe to The Advisor’s recall notification list.

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    A Final Word


    The descriptions and analyses expressed in this and every article on this website represent the views and opinions of the author.

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    Each review is offered in good faith and has been designed to help you make a more informed decision when buying dog food.

    However, due to the biological uniqueness of every animal, none of our ratings are intended to suggest feeding a particular product will result in a specific dietary response or health benefit for your pet.

    For a better understanding of how we analyze each product, please read our article, "The Problem with Dog Food Reviews".

    Remember, no dog food can possibly be appropriate for every life stage, lifestyle or health condition. So, choose wisely. And when in doubt, consult a qualified veterinary professional for help.

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    Notes and Updates


    07/07/2018 Last Update

    1. Association of American Feed Control Officials

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