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The 1st ethically sourced plant_based superfood for dogs.

Herbie Wilde is founded on love, prioritising your dog’s health and happiness over profit. We’re on a mission to set a new industry standard with the UK’s first ethically sourced, plant-based superfood for dogs. Traceable from farm to bowl and full of delicious, high-quality ingredients—so you can make the best choice for your dog and the planet.

A note from our founder, Ella
(and Bertie)

Herbie Wilde was born out of an understanding that what we put into our food is essential to nourish and nurture a healthy, happy dog.  This is true of how I healed my very sick dog Bertie from the highest-paid dog at our vets to a healthy, happy, adventurous pup today.

My goal as the founder is to instil our values across every decision we make, from sourcing the best quality ingredients responsibly, having minimal impact on the earth, and supporting trusted growers to allow us to protect our dogs and the future of the wildlife and the land that sustains us. 

I aim to support various causes, committed to re-wilding and restoring beautiful spaces for our dogs to always run wild.


Meet our expert team

Herbie Wilde has taken years of work with the help of some industry-leading experts; we have worked passionately to create a superfood formula based on the latest nutritional science that works hard to prioritise your dog’s health and happiness.

Growers Farmers – Herbie Wilde – Plant-based Dog Food

Our Farmers

Quality & Sustainable Advisors

Dr. Abe Wiley – Herbie Wilde – Plant-based Dog Food

Dr. Abe Wiley

Veterinary Consultant

Emma Passman – Herbie Wilde – Plant-based Dog Food

Emma Passman

Head of Nutritional Science

Ella Daines-Smith – Herbie Wilde – Plant-based Dog Food

Ella Daines-Smith


Our values

We believe in a kinder way of doing business. One that puts pups, people and the planet before profit. Prioritising provenance and carefully selecting ingredients that promote good health. At the same time, reinvesting in sustainable causes with every sale.

We don’t include nasty things in our food—or our conversations. We aren’t here to judge or start a debate; we want to make it easier for you to make informed choices regarding your dog’s health.

We are totally in love…

Founder Ella’s love for her dog Bertie is the inspiration behind Herbie Wilde. Our innate love of all animals and the understanding that our dogs are part of the family means that their health & well-being will always be at the heart of everything we do.

Herbie Web Provenance – Plant-based Superfood Dog Food – Ella and Bertie

We are plant powered

Using what Mother Nature gave us, we are harnessing natural ingredients to create a plant-based alternative that is hypoallergenic, nutrient-rich, better for the planet and kinder to animals.

We are honest

We will always tell you the truth. From leading with the provenance of our ingredients to constantly reviewing our commitment to sustainability, we value honesty and transparency in everything we do.

We are the new gold standard

We are raising industry standards by using the highest quality, ethically sourced ingredients and the latest nutritional science to constantly improve our recipes and optimise dogs’ health.

We are health-focused

From supporting immunity, health, and energy to helping ward off disease and cognitive decline – our superfood contains the most nutrient-dense ingredients available to prioritise your dog’s health.

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