John Seeberg

Written by John Seeberg

Laura Ward

Reviewed by Laura Ward

Updated: June 4, 2024

Inception (Dry) Review

Updated: June 4, 2024

Our Verdict


Recommended with Reservations

Inception dry product range is made of three recipes which all receive the Cat Food Advisor rating, 3.5 stars.

This range of food lists animal protein as the first ingredient across all recipes, although protein levels are below average.  Carbohydrate is high which is a consideration depending on diet requirements.  This food has added vitamins and minerals to provide a balanced diet.

  • Includes animal protein
  • Added vitamins and minerals
  • High Carbohydrate content
  • Protein levels are below average.
  • Limited range

The table below shows each recipe in the range including our rating and the AAFCO nutrient profile: Growth (kitten), Maintenance (adult), All Life Stages, Supplemental or Unspecified.

Product line Rating AAFCO
Inception Chicken Recipe 3.5 M
Inception Turkey & Herring Meal Recipe 3.5 A
Inception Fish Recipe 3.5 A

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Recipe and Label Analysis

The Inception Chicken recipe was selected to represent the other products in the line for a detailed recipe and nutrient analysis.

Label and nutrient data below are calculated using dry matter basis.

Inception Chicken recipe

Estimated Dry Matter Nutrient Content







Chicken, chicken meal, oat, milo, millet, chicken fat (preserved with mixed tocopherols), natural flavor, flaxseed, potassium chloride, choline chloride, taurine, zinc proteinate, mixed tocopherols (a natural preservative), rosemary extract, iron proteinate, salt, calcium carbonate, vitamin E supplement, niacin supplement, copper proteinate, magnesium proteinate, sodium selenite, thiamine mononitrate, vitamin A supplement, dandelion powder, vitamin B6 supplement, calcium pantothenate, riboflavin supplement, biotin, vitamin B12 supplement, vitamin D3 supplement, folic acid, calcium iodate.

Fiber (estimated dry matter content) = 7%

Red denotes any controversial items

Ingredients Analysis

The first ingredient is chicken which is considered “the clean combination of flesh and skin derived from the parts or whole carcasses of chicken”.  1

Chicken is naturally rich in the 11 essential amino acids required by a cat to sustain life.

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

The third ingredient is oatOats are rich in B-vitamins, minerals and dietary fiber.

The fourth ingredient is milo which is another name for sorghum, 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, milo can be considered a quality non-meat ingredient.

The fifth ingredient is millet, a gluten-free grain harvested from certain seed grasses.  Millet is hypoallergenic and naturally rich in B-vitamins and fiber as well as other essential minerals.

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 natural ​​flavor.  Natural flavors doesn’t give us much information about the particular ingredients included in this cat food for flavoring purposes. 

We’re pleased that the flavorings used are natural, but more details are required to give any further information about these natural flavoring ingredients.  Flavorings are used to make the foods more appealing and tasty for our cats.

The eighth ingredient is flaxseed, one of the best plant sources of healthy omega-3 fatty acids.  Provided they’ve first been ground into a meal, flax seeds are also rich in soluble fiber.

However, flaxseed contains about 19% protein, a factor that must be considered when judging the actual meat content of this cat food.

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 two notable exceptions.

Taurine, an essential amino acid for cats associated with the healthy function of heart muscle and eye sight, and is crucial for maintaining good health in cats.  We view the presence of taurine in this recipe as a positive addition.

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

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Nutrient Analysis

Based on its ingredients alone, the Inception Chicken recipe looks like an average dry product.

The dashboard displays a dry matter protein reading of 33.3%, a fat level of 15.6% and an estimated carbohydrate level of 43.1%.

As a group, the brand features an average protein content of 33.3% and a mean fat level of 15.6%.  Together these figures suggest a carbohydrate content of 43.1% for the overall product line, alongside a fat to protein ratio of 47%.

This means this Inception range contains below-average protein, above-average carbohydrate and near-average fat, when compared to typical dry cat food.

Final Word

Inception dry cat food has a limited range but does offer poultry and a fish recipe. Each contains a below average protein content however it redeems itself because it has no questionable fillers or ingredients.

Has Inception cat food been recalled in the past?

No.  To the best of our knowledge, this food has not been recalled.

You can view a complete list of all cat food recalls since 2021 here.

To stay on top of any cat food product recalls, sign up for our free email alerts, here.


Inception Cat Food was launched in November 2019 by Pets Global and the food is produced by the makers of Zignature, Fussie Cat, and Essence. 

Inception cat food is made in the United States with globally sourced ingredients.  According to the FAQ section on the brand’s website, Inception sources their chicken, pork, whitefish, and herring from the United States and their herring and oats from Canada.


1: [1. Association of American Feed Control Officials].

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