Thanks all for responding. I don't think they're lying. They could be of course, but I think it's extremely unlikely. I think it's far more likely that they are what they claim to be - a company that's been making and selling animal feed for several hundred years, and is simply seizing on a new distribution channel.

They have a massively positive feedback rating, including loads of repeat business.

The full nutritional rundown of the food is:

Cereals (rice minimum 4%), meat and animal derivatives (chicken minimum 4%), Derivatives of vegetable origin, Oils and fats, Minerals, EU Registered Antioxidant E321.

Analysis:

22% Protein, 12% Oil, 2% Fibre 8.5% Ash.

Vitamin A 12000 i.u./Kg
Vitamin D3 1200i.u./Kg
Vitamin E 120i.u./Kg

...which on the face of it seems on a par with the one we've been getting, at well over twice the price.

Going by the ingredients and the analysis, rather than the source, does this look like a reasonable option? Or is there some clear & obvious indication that it should be avoided?

Thanks again.