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Next Level Purpose Dry Dog Food Review

Karan French


Karan French
Karan French

Karan French

Senior Researcher

Karan is a senior researcher at the Dog Food Advisor, working closely with our in-house pet nutritionist, Laura Ward, to give pet parents all the information they need to find the best food for their dog.

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Updated: April 29, 2024

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Our Verdict


Next Level Purpose dry dog food receives the Dog Food Advisor high rating, 4.5-stars.

  • Good levels of protein
  • A range of foods for giant breeds
  • Lack of transparency
  • Contains controversial ingredients

The product line includes six dog foods.

Each recipe includes its AAFCO nutrient profile: Growth (puppy), Maintenance (adult), All Life Stages, Supplemental or Unspecified.

Product line Rating AAFCO
Next Level Performance Plus 4 M
Next Level Hi-Pro Puppy 4.5 A
Next Level Ocean Catch 4 M
Next Level Giant Breed Puppy + Growth 4.5 A
Next Level Giant Breed Active Adult 4.5 M
Next Level Giant Breed Mature Adult 4.5 M

Recipe and Label Analysis

Next Level Giant Breed Mature Adult was selected to represent the other products in the line for a detailed recipe and nutrient analysis.

Next Level Giant Breed Mature Adult

Estimated Dry Matter Nutrient Content







Chicken meal, brown rice, whole grain sorghum, ground rice, peas, chicken fat (preserved with mixed tocopherols), hydrolyzed whole chicken, dried beet pulp, dried yeast, menhaden fish meal, dehydrated alfalfa product, millet, blood meal, yeast culture, natural flavors, flaxseed, potassium chloride, dried kelp meal, choline chloride, glucosamine hydrochloride, chondroitin sulfate, salt, dried chicory root, taurine, dl-methionine, l-carnitine, vitamins (vitamin A supplement, vitamin D3 supplement, vitamin E supplement, niacin, folic acid, biotin, calcium pantothenate, thiamine mononitrate, pyridoxine hydrochloride, riboflavin supplement, l-ascorbyl-2-polyphosphate (source of vitamin C), vitamin B12 supplement), minerals (zinc sulfate, ferrous sulfate, manganese sulfate, copper sulfate, zinc proteinate, manganese proteinate, copper proteinate, calcium iodate, selenium yeast, mixed tocopherols (preservative), dried enterococcus faecium fermentation product, dried lactobacillus casei fermentation product, dried lactobacillus acidophilus fermentation product, yucca schidigera extract

Fiber (estimated dry matter content) = 5.5%

Red denotes any controversial items

Estimated Nutrient Content
Method Protein Fat Carbs
Guaranteed Analysis 25% 10% NA
Dry Matter Basis 28% 11% 53%
Calorie Weighted Basis 26% 25% 49%

Ingredients Analysis

The first ingredient is chicken meal which is considered a meat concentrate and contains nearly 300% more protein than fresh chicken.

The second ingredient is brown rice, a complex carbohydrate that (once cooked) can be fairly easy to digest. However, aside from its natural energy content, rice is of only modest nutritional value to a dog.

The third ingredient is sorghum. Sorghum (milo) is a starchy cereal grain with a nutrient profile similar to corn.

Since it is gluten-free and boasts a smoother blood sugar behavior than other grains, sorghum may be considered an acceptable non-meat ingredient.

The fourth ingredient is ground rice, another name for rice flour. Ground rice is made from either white or brown rice and is considered a gluten-free substitute for wheat flour.

The fifth ingredient is 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 sixth ingredient is chicken fat. Chicken fat is obtained from rendering chicken, a process similar to making soup in which the fat itself is skimmed from the surface of the liquid.

Chicken fat is high in linoleic acid, an omega-6 fatty acid essential for life. Although it doesn’t sound very appetizing, chicken fat is actually a quality ingredient.

The seventh ingredient is hydrolyzed whole chicken. Hydrolyzed animal protein is considered a protein concentrate. Being hydrolyzed means that the animal proteins have been chemically broken-down into their component amino acids. Hydrolyzed proteins are considered hypoallergenic as they are not identifiable by the body to trigger allergy reactions. 

The eighth ingredient is beet pulp. Beet pulp is a controversial ingredient, a high fiber by-product of sugar beet processing.

Some denounce beet pulp as an inexpensive filler while others cite its outstanding intestinal health and blood sugar benefits.

We only call your attention here to the controversy and believe the inclusion of beet pulp in reasonable amounts in most dog foods is entirely acceptable.

The ninth ingredient is dried yeast, which can be a controversial item. Dried yeast contains about 45% protein and is rich in other healthy nutrients.

Fans believe yeast repels fleas and supports the immune system. Critics argue yeast ingredients can be linked to allergies.

This may be true, but (like all allergies) only if your particular dog is allergic to the yeast itself. In any case, unless your dog is specifically allergic to it, we feel yeast should be considered a positive addition.

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 the product.

This recipe has four notable exceptions.

Firstly, chelated minerals, are minerals that have been chemically attached to protein. This makes them easier to absorb. Chelated minerals are usually found in better dog foods.

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

Taurine, is an important amino acid associated with the healthy function of heart muscle. Although taurine is not typically considered essential in canines, some dogs have been shown to be deficient in this critical nutrient.

Since taurine deficiency appears to be more common in pets consuming grain-free diets, we view its presence in this recipe as a positive addition.

Next is chicory root. Chicory is rich in, 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 used to promote the growth of healthy bacteria in a dog’s digestive tract.

Nutrient Analysis

Based on its ingredients alone, Next Level Giant Breed Mature Adult looks like an above-average dry product.

The dashboard displays a dry matter protein reading of 27.8%, a fat level of 11.1% and an estimated carbohydrate level of 53.1%.

As a group, the brand features a protein content of 28.8% and a mean fat level of 15.2%. Together these figures suggest a carbohydrate content of 48% for the overall product line, alongside a fat-to-protein ratio of 52%.

This means the Next Level Purpose product range contains near-average protein, near-average carbohydrate, and near-average fat, when compared to typical dry dog food.

Next Level Dog Food Recall History

The following automated list (if present) includes all dog food recalls related to Next Level through May 2024.

No recalls noted.

You can view a complete list of all dog food recalls since 2009 here.

Our Rating of Next Level Dog Food

This product range contains good-quality ingredients for all life stages and breed sizes. It is grain-free dry dog food and uses a significant amount of named meat meals as its dominant source of animal protein.


Highly Recommended

A Final Word

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