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Inception is formulated with animal or fish protein first to serve your canine companions' needs. They understand your canine companions are carnivore first, omnivore second and thrive with good animal or fish protein in their diets. At Inception, they ensure their first two ingredients are animal or fish protein. They want to give your canine companions everything they need for a long and happy life with you. Inception Chicken Recipe for dogs is formulated to meet the nutritional levels established by the Association of American Feed Control Officials (AAFCO) for Adult Maintenance.