Concept for Life Medium Senior is tailored, premium nutrition based on the individual dietary requirements of medium-sized, senior breeds of dog. This complete dry dog food has many benefits, including:

• Promotes vitality:
  The special composition of nutrients, vitamins and essential fatty acids can help to counteract the first signs of ageing and keep your senior dog more lively and active. The antioxidants in aronia berries, green tea and hops all help to protect cells against ageing and let your dog grow old gracefully.
• Ideal weight maintenance:
  The adjusted fat content can help your dog to maintain its ideal weight. L‑carnitine can also help activate the body’s own fat reserves.
• Joint & cartilage protection:
  The formula contains a special mix of nutrients including the cartilage components glucosamine and chondroitin sulphate. Vitamin C can also support the formation of collagen which is important for the cartilage function in older dogs of medium size breeds.
• Supports kidney function:
  The adjusted phosphorus and sodium content means that your senior dog’s kidneys are less stressed.
• Dental health:
  The Stay‑Clean™ complex with highly soluble vitamin C reduces bacterial plaque formation and dental tartar.
• Balanced nutrient mix:
  Provides a balanced mix of all the important proteins, fatty acids, fibre, vitamins and minerals your dog needs for a long, healthy life.
• Shiny fur and healthy skin:
  The vitamin‑B complex, in combination with copper, organically‑bound zinc, and high‑quality omega‑3 and omega‑6 fatty acids, help to promote glossy fur and supple skin.
• Developed with vets
• Rich in meat
• Made with rice, an easily digested carbohydrate. Free from wheat and soya

The basis of a long and active dog life is a species‑appropriate, balanced nutrition. Concept for Life Medium Senior provides your senior dog with optimal all‑round care. As your dog gets older, you will notice that they become a little calmer, their metabolism begins to slow down and their daily energy requirement decreases. You may find that your dog loses muscle mass while gaining fatty tissue because they are not moving around so much. As your dog is eating less food, this can cause dry skin and dull fur due to vitamin and nutrient deficiencies.

Concept for Life Medium Senior provides your senior dog with a balanced diet: the nutritional composition and special antioxidant complex have been formulated to meet your senior dog’s specific requirements and to promote vitality, all‑round health and well‑being.

The adapted energy content in Concept for Life Medium Senior helps your senior medium breed dog to age gracefully. The special composition of nutrients and vitamins, as well as the antioxidants in aronia berries, green tea and hops, can help to counteract the first signs of ageing and keep your senior dog more lively and active. The antioxidants all help to protect cells against ageing. The special FORMULA X actively supports life‑long health and can help to keep your senior dog in good shape. Concept for Life contains lots of fresh meat with an adjusted fat content, which is combined with L‑carnitine to help older dogs to maintain their ideal weight. The added functional ingredients create a balanced mix of premium nutrients, so the resulting kibble is easy to digest and well accepted.

This tasty kibble also contains a special vitamin‑B complex which, in combination with copper, organically‑bound zinc, as well as high‑quality omega‑3 and omega‑6 fatty acids, can help to promote glossy fur and supple skin. The Stay‑Clean™ complex with highly soluble vitamin C reduces the formation of bacterial plaque and dental tartar.

Concept for Life is a unique and scientific‑based nutritional concept, which focuses on your dog’s individual well‑being and dietary requirements at different life stages. The variety Medium Senior provides your medium‑sized senior dog with a balanced nutrition.

Concept for Life – tailored nutrition for your pet.

Concept for Life Medium Senior is a premium, complete dry food for medium-sized senior dogs (aged 7 years and over, weighing between 11‑25kg) and is available in the following sizes: 1.5kg, 6kg (4 × 1.5kg) and 12kg.

Concept for Life - Medium Senior is a complete dry food for adult dogs.

Ingredients:
Fresh chicken meat (20%), rice, maize, poultry protein (13.5%, partly dried and hydrolysed), greaves meal, rice flour, dried beet pulp, poultry fat, linseed hydrolysed), greaves meal, rice flour, dried beet pulp, poultry fat, linseed, lignocellulose, brewer's yeast (dried), egg powder, potassium chloride, calcium carbonate, sodium chloride, salmon oil (0.2%), yeast cell walls (0.2%, rich in mannan-oligosaccharides and beta-glucans), Sunflower oil (0.1%), psyllium husks (dried), chicory inulin (0.1%), aronia berry pomace (0.1%, dried, rich in polyphenols), glucosamine from animal tissue (0.04%), chondroitin sulphate (0.02%), hops and green tea (0.01% each). Green tea (0.01% each, dried, rich in flavonoids), marigold extract (0.01%, rich in lutein).

Energy per kg:
ME (FEDIAF, 2019) 15.61 MJ / 3,728 kcal.

Additives per kg:
Nutritional additives:
Vitamin A 15000 IU, vitamin D3 1400 IU, vitamin E 400 IU, vitamin C 300mg, vitamin B1 15mg, vitamin B2 15mg, vitamin B6/pyridoxine hydrochloride 10mg, vitamin B12 220mcg, niacin 40mg, calcium D-panthotenate 40mg, folic acid 1.5mg, biotin 400mcg, choline chloride 3000mg, L-carnitine 50mg, Copper (copper(II) sulphate pentahydrate) 12.5mg, zinc (zinc sulphate, monohydrate) 100mg, zinc (glycine zinc chelate hydrate (solid)) 60mg, iron (iron(II) sulphate monohydrate) 250mg, manganese (manganese(II) sulphate, monohydrate) 30mg, iodine (calcium iodate, anhydrous) 2.2mg, selenium (sodium selenite) 0.40mg.
Technological additives:
Antioxidant.

Feeding Recommendation:
The food quantities given are recommendations and should be adjusted according to your dog’s individual needs in order to maintain ideal body weight. The kibble should be served dry. Please make sure your dog always has fresh water available.

Dog’s weight in kg	Daily amount - reduced activity	Daily amount - normal activity	Daily amount - increased activity
11kg	130g	155g	195g
12kg	140g	165g	205g
14kg	155g	185g	235g
15kg	165g	195g	245g
16kg	170g	205g	255g
18kg	185g	225g	280g
20kg	200g	240g	305g
22kg	220g	260g	325g
24kg	235g	275g	360g
25kg	240g	285g	360g