SUPERCOAT believes every dog deserves to live their 'best life'. Purina has been one of the leaders in the advancement of pet care and pet nutrition for over 85 years and it took our experts 14 years of research to develop the Purina Lifespan Study.​

The study was a world first in providing clear evidence that food restriction, aimed at maintaining an ideal physical state throughout their life, can lead to ‘up to 1.8 years more of healthier life.

It all started with 48 Labrador Retriever puppies who were paired within their litters according to their body weight and gender. In their pairs they were randomly assigned to a control group or a restricted feeding group. Both diets were nutritionally balanced and complete, the only difference being the amount fed. Each dog was weighed weekly whilst being monitored, and physically observed throughout their life. Every dog lived their healthy best and the control group had an average lifespan of 11.2 years whilst the restricted diet group averaged 13 years. The Life Span study also unveiled additional benefits of the restricted feeding diet including delayed muscle loss, less body fat and reduced signs of ageing.​ ​

We recommended following 3 simple steps to help your dog achieve 1.8 years​ more of healthy life.


Feed a complete and balanced pet food like SUPERCOAT daily throughout their life. We recommend you start as soon as you get your dog.​


Carefully follow the feeding guidelines by reducing the amount to the 'Ideal Body Condition' recommendation. Please refer to guide on the back of our packs.​


Maintain an ideal body condition throughout their life. Look for visible ribs with minimal fat. Looking down at your dog from above, the waist is clearly seen. From their side, the abdomen is diminished.​

The Body Condition System Chart

We have created a chart that allows for easy evaluation of your pet’s bodily state. Maintaining your dog’s ideal weight will support their healthiest life. It is always important to follow the feeding advice on all our packs and ensure your feeding your dog the correct portion for their weight and breed. Following these guidelines can avoid any health-related issues that could be due to over or under feeding your dog. You will notice we have both the standard feeding guideline and the Ideal Body Condition diet feeding guidelines on the back of all our packs.​ ​

Please note our feeding amounts are meant to be guides only, food intake can vary on breed, weight, age, sex, activity levels and environmental conditions. If you have any concerns, we recommend speaking to your