Frequently Asked Questions

Herbie Wilde is the first ethically sourced plant-based superfood for dogs that is revolutionising meal times. Backed by leading canine nutritionists and vets, Herbie Wilde is a complete and nutrient-rich food for dogs of all sizes. We have worked passionately to create a superfood formula based on the latest nutritional science to prioritise your dog’s health and happiness. Ethically sourced and traceable from farm to bowl, our carefully selected quality ingredients, including the most digestible and nutritious plant-based proteins, enable you to make the healthiest choice for your dog and the planet.

We believe that you deserve to know and understand exactly what your dogs are eating to make the best possible choices for your dog’s health and longevity. Provenance is defined as an ingredient’s origin – used as a guide to authenticity and quality. In an industry lacking transparency, we decided to be different.

Quality is often claimed but rarely evidenced. We are proud of our Growers, their ethical farming methods, and the quality of their produce. We hope that by offering transparency, the quality of our food speaks for itself.

The latest nutritional science makes it clear that dogs benefit from a broad and varied diet. This is part of the reason we have included 39 natural ingredients and all 26 essential vitamins and minerals, protein, essential fats, carbs, fibre and phytonutrients in Herbie Wilde. We worked with industry leaders to formulate a superior plant-based superfood made up of carefully selected whole-natural ingredients chosen for their health-supporting benefits and that combine to produce a food that is balanced, complete, and over-delivers in all nutritional areas.

We have gone to great lengths to ensure that our food is balanced and so much more than nutritionally complete, providing all the essential nutrients that adult dogs need to thrive in the correct proportions. We conduct regular laboratory testing of our food batches to measure the amount of every nutrient defined as essential by the strict guidance and panel of dog nutrition experts at the PFMA (Pet Food Manufacturers Association) and achieve the nutritional guidelines set out by FEDIAF (European Pet food Industry Federation) for dogs.

Each serving of Herbie Wilde has as much protein as a serving of steak.

Diets designed for adult dogs without health issues should have 20-30% protein (Herbie Wilde has 24%) as a percentage of dry food weight. Adding additional protein beyond a dog’s metabolic requirement is not healthier, as protein cannot be stored for later use. Excess protein is stripped of the amino acids, converted into energy (glycogen), and stored as fat tissue in the same way that energy from carbohydrates and fat is.

Amino acids are the fundamental ‘building blocks’ of proteins, and a dog’s diet also requires specific, ‘essential’ amino acids that their bodies do not synthesise. Plants create and provide all the essential amino acids in different ratios.

We use a variety of plant-based protein sources in Herbie Wilde, including Sweet Potato, Quinoa, Chia seed, peas, chickpeas, and buckwheat, to create a balanced amino acid profile that aligns with and complements a dog’s nutritional needs.

We take an evidence-based approach to formulating and producing our food. As mentioned above, that includes using the standards established by other expert nutritionists and regulatory bodies. However, we use these as a minimum, not a target. We also work with our in-house vet, nutritionist, and industry leaders to process journals, and evaluations of new research are always ongoing as we set new standards for the industry.

Herbie Wilde’s in-house canine nutritionist, Emma, also draws from her extensive 20+ years of personal experience formulating diets and evaluating test results. Alongside our laboratory team working with our manufacturers, who can track the performance of hundreds of formulas through digestibility, palatability, and nutritional testing, our team has developed deep insights into how different nutrient sources and ingredient combinations work together. We apply these learnings to produce an ingredient combination that achieves our desired nutritional profiles and delivers optimal nutrition for a healthy life for your dog.

Yes, our food is soya, grain and gluten-free, as we don’t want to feed dogs ingredients that so many are intolerant of. We also prefer to source from carefully selected farms focused on habitat regeneration and wildlife preservation. Unfortunately, corn and soy are often grown in large, industrial ‘monocultures’ with limited biodiversity. Also, in case you were wondering, Quinoa and Buckwheat are not grains. They are types of seeds!

Yes, carbohydrates are a great energy source and other essential nutrients for our dogs. One of the most significant genetic differences between domestic dogs and wolves is that dogs have evolved to digest carbohydrates. Dogs developed more genes that produce amylase enzymes to break down starches. Dogs also have pancreatic amylase (as well as other carbohydrate enzymes), which allows them to digest over 95% of starches (similar to humans). It’s considered that these adaptions occurred to assist more omnivorous diets as they evolved alongside their human companions.

Our founding Herbie Wilde Formula is only suitable for dogs 12 months or older. Puppy food requires some unique and different formulating compared to adult food, but we are constantly working on developing new food suitable for varying stages of life.

Yes, as long as they are formulated to be nutritionally complete. Dogs, much like humans, require nutrients rather than specific ingredients.  No essential nutrients are supplied by meat and animal-derived products that can’t be replaced by a plant, seed, or synthesised essentials. Our carefully formulated, ethically sourced quality ingredients combine together to provide a perfectly balanced healthy nutrient profile for our dogs.

When Herbie Wilde was initially developed, we spent a lot of time testing and researching the effectiveness and durability of an algae-based vitamin D3.  At the time of our first small food run, we still didn’t have enough evidence to suggest it was durable enough to maintain its structure and provide a reliable source of Vitamin D3 for our dogs.  Therefore we decided to manufacture a small run of food with an ethically sourced lanolin-based Vitamin D3, with proven durability.

However, GOOD NEWS!  We have continued to test and have found an algae D3 that has passed our stringent tests, and therefore our next batch of food will be fully vegan. We have received the vegan certification to evidence this.  Please email hello@herbiewilde.com if you want to know when the food will be fully vegan.

We will always be driven by evidence-based research and research and testing that provides the best food for our dogs over anything else; this will always be our priority.

The most extensive study found that vegan dogs visit the vet less often, requiring fewer medications. It hailed plant-based, the “healthiest and least hazardous dietary choice for dogs”, which can add an invaluable 1.5 years to their life expectancy.

Plant-based food can offer many health benefits, particularly to dogs suffering from intolerances to specific animal proteins and other animal-derived ingredients.  Herbie Wilde has been formulated to exclude the most common allergens for dogs (beef, chicken, wheat, soy and dairy).  We are also grain-free and naturally hypoallergenic, making us perfect for dogs suffering from food-related allergies and intolerances.

Plant-based diets can also reduce the risk of microbiological issues, mainly linked to raw feeding. Plant-based diets are often lower in saturated fats and richer in omega oils than meat-based diets.

See more about ‘why plant-based is the future for our dogs?’ here.

This is a common misconception, partially due to the confusing similarity of language used to describe species classification terminology (taxonomy) and descriptors of an animal’s nutritional requirements. The dog species (Canis familiaris) is classified as part of the taxonomical order Carnivora, which includes 280 species (all called carnivorans, not to be confused with carnivores) with a broad range of dietary preferences.

The carnivorans include animals with diets described as obligate carnivores (animals that typically eat meat) like wolves and domestic cats, omnivores (animals that can eat meat or plants) like raccoons, and even herbivores (animals that only eat plants) like the Giant Panda. So the giant panda is a carnivoran with a primarily herbivorous diet. Dogs’ nutritional requirements are omnivorous, meaning they can eat and derive nutrients from plants and animals. Their dietary requirements can therefore be met without the need for animal-derived products.

This is also supported by dogs’ physiology, including their evolution to produce enzymes that digest carbohydrates efficiently and the development of molar teeth with flat grinding surfaces.

To support this, the most extensive study found that vegan dogs visit the vet less often, requiring fewer medications. It hailed plant-based, the “healthiest and least hazardous dietary choice for dogs”, which can add an invaluable 1.5 years to their life expectancy.

Absolutely! Every little step we make towards a healthier diet for our dogs and a healthier planet for us all is positive, so please take your time; we understand these are big decisions. We are here to support you in making the right choices for you and your dog. Herbie Wilde can be used as a supplementary feed alongside their current diet to nourish them with some excellent plant-based nutrition. Remember to introduce any new food gradually over at least seven days; please look at our feeding and transition guide for more details here.

We completely understand – we don’t pretend that our dogs wouldn’t give us ‘that look’ for a sausage, and most of us associate dogs with loving meat. However, we can first-hand guarantee that all of our Herbie Wilde dog taste testers loved the taste of the food. Most of our working country dogs even chose it over their existing meat-based food. A recent study also concluded that vegan/vegetarian-based dog food is as palatable to dogs as any meat-based food.

We also understand that all dogs have different tastes, and some are fussier than others, so we offer a FREE 100g taster pack for your pups to try. You can use it as treats or mix it with some of their existing food; we know they will love it! Get your free sample here!

We put health and sustainability at the heart of our business – we base all of our decisions on how our choices impact the health of our dogs and the planet.

We understand that many people care deeply about the impact they have on the planet. We are totally aligned with this mindset and so have worked for years to ensure we have transparency across our supply chain, something that doesn’t exist within the mainstream dog food industry. This allows us to ensure we always have the best quality ingredients while also selecting farmers who are philosophically aligned with our duty of care for the animals, people and environments we touch.

This approach also allows us to make the right decisions across our business and is reflected in every little detail, such as what inks we use on our packaging to the biodegradable tape we use to seal our boxes.

Our plant-based pet food will use 20 times less land and reduce greenhouse gas emissions by 20-60 times compared with meat-based food.

Most dog foods source the cheapest ingredients to maximise profits. We are committed to putting purpose (the health of our dogs) before profit, so we have focused on sourcing the best ingredients from the best growers, where we have seen the ingredients grow from seedling to harvest. We didn’t want our ingredients to come from large-scale anonymous farms in countries like China with no transparency on growing methods nor how the local habitat is treated. So we worked for two years to break down walls and build relationships with the best growers aligned with our commitment to quality and care for the planet. This has been an arduous journey, and we aren’t finished. Still, we are so happy with how far we have come and building long-lasting and healthy relationships that allow us control and transparency across the ingredients and food we feed our dogs.

Our dry food bags can be recycled alongside carrier bags at larger stores and supermarkets or checked locally regarding kerbside collections. Our bags use up to 16% fewer fossil fuels, and 26% less water and reduce greenhouse gas emissions by 21% vs other non-recyclable bags. Our resealable bags can also ensure our food stays fresher for longer, helping minimise food waste.

Our boxes are made using sustainable materials and are recyclable, biodegradable and plastic-free, and our EcoTape™ is a fully biodegradable and 100% plastic-free self-adhesive paper packing tape. They are made from sustainably sourced materials with a natural rubber adhesive. It’s also manufactured in the UK.

Industrial meat production is the single biggest cause of global deforestation. The most significant environmental impact associated with our animal companions comes from producing meat-based pet food, which uses land, water and energy resources. It is a substantial source of greenhouse gas emissions. According to one estimate, owning a medium-sized dog can have a similar carbon footprint to a large car.

UCLA Professor Gregory Okin conducted research on the environmental impact of America’s pets.  He found that dogs and cats in US households create about 64 million tons of carbon dioxide and methane annually, which is the equivalent of the climate impact of 13.6 million cars create in a year.

On top of that, since dogs and cats consume more meat than the average human, our pets consume 25 percent of the total calories derived from animal products in the US.

Scientists worldwide are calling for change, and we have the ability to make a huge impact by feeding our dogs delicious plant-based food like Herbie Wilde.

The loss of natural habitats to factory farming provides a significant threat to the existence of wildlife, according to a University of Oxford study. According to research by the University of Edinburgh, an area twice the size of the UK is used to produce dry pet food for cats and dogs each year.

We believe the responsibility of care we take with our food extends beyond that to communities, animals and environments we touch while placing sustainability at the core of our business.

A powerful solution to some of today’s most significant global issues lies in rewilding, from tackling the climate crisis to reversing biodiversity loss to building communities.

Rewilding offers hope and the opportunity to give nature a fighting chance – bringing it back to life, saving wildlife and habitats, tackling climate change, and benefiting communities. It’s about moving from nature protection to recovery and restoration.

We are proud to be Peta approved for not testing on animals. We have not tested or used harmful chemicals or substances on and for dogs or any other animals in making Herbie Wilde. We work closely with several qualified nutritional consultants and an in-house nutritionist. Like all pet foods within the PFMA, we ensure the final composition balances all nutrients a healthy dog needs. We do food studies and have eaten the food ourselves before ever trying it on pets. We had an incredibly enthusiastic group of volunteer dogs who tried the food for us before it became commercially available; before these at-home trials, the food was extensively tested with lab testing to ensure Herbie Wilde has the optimal benefits for your dog.

Our food includes no artificial preservatives. The only preservatives we use are naturally occuring and are included in the formulation to keep the food fresh.

We are proud to be approved by the Vegetarian Society are will soon be approved by the Vegan Society.

When Herbie Wilde was initially developed, we spent a lot of time testing and researching the effectiveness and durability of an algae-based vitamin D3.  At the time of our first small food run, we still didn’t have enough evidence to suggest it was durable enough to maintain its structure and provide a reliable source of Vitamin D3 for our dogs.  Therefore we decided to manufacture a small run of food with an ethically sourced lanolin-based Vitamin D3, with proven durability.

However, GOOD NEWS!  We have continued to test formulations and have found a vegan algae D3 that has passed our stringent tests, and therefore our next batch of food will be fully vegan. We have received the vegan certification to evidence this.  Please email hello@herbiewilde.com if you want to know when the food will be fully vegan.

We will always be driven by evidence-based research and research and testing that provides the best food for our dogs over anything else; this will always be our priority.

Dilated cardiomyopathy is a disease of the heart that causes the muscle to become weak. Certain breeds can be susceptible. These are usually larger breeds. There have been various studies into possible causes, but a complete understanding of the cause has not been identified. We have formulated our food to address the suspected risk factors proactively. That includes providing most of our protein from various plant sources, not just legumes, superfood seeds such as (quinoa and chia seeds) and yeast. We also supplement the food with the amino acids (i.e. protein building blocks) taurine and methionine from sources easily digestible by dogs. We conducted protein digestibility testing to ensure dogs can absorb the essential amino acids in the food.

In the FDA’s own words, the current data does not enable them to determine “whether or how these case reports are linked to diet,” and “the agency believes that the potential association between diet and DCM in dogs is a complex scientific issue that may involve multiple factors.” 

While significant debate exists about the underlying causes and the meaning of the case data, deficient levels of the amino acid taurine are a known cause of DCM. The causes of taurine deficiency are poorly understood, as most dogs can synthesise their taurine from other amino acids rather than relying on taurine in their food. However, taurine is involved in maintaining heart muscle. Studies have shown that providing taurine-deficient dogs with supplemental taurine in their food alleviated the signs of DCM in many cases. This is why we have made sure that our food contains all the taurine that dogs need.

Our founder Ella, developed Herbie Wilde to improve the health of her beloved dog Bertie. Given this, corners haven’t been cut, and compromises haven’t been made. All of the decisions we make are focused on what’s best for the dogs we serve.

At Herbie, we source the best high-quality, ethically sourced ingredients. We don’t have huge economies of scale producing large volumes of food at once. Our food is produced in smaller batches. It also undergoes a stringent testing regime to ensure its nutritionally complete. However, we will always strive to keep our price point below that of some of the leading premium dog food brands.

Check out our feeding guidelines on our shop page for info on how much to feed, as this depends on the age and weight of your dog. Just remember to introduce any new food gradually over a period of at least seven days; please refer to our feeding and transition guide for further details.

Check out our feeding guidelines on our shop page for info on how much to feed, as this depends on the age and weight of your pet.

We tested our food across many dogs of different breeds and dogs that were used to different diets, and they all happily ate our food, so we think you’ve got little to worry about!  If you are particularly worried about this, we offer a 100g FREE taster pack for your pups to try. You can use it as treats or mix it with some of their existing food; we know they will love it! Get your free sample here!

We have decided to keep things simple with our postage options.  All orders received will be dispatched the next working day via Royal Mail.  We offer either a subsidised standard postage service costing £2.50 that will arrive within 2-3 days or a next-day 24hr delivery service costing £7.99 that will deliver your order the next day.

Unfortunately, we do not accept returns. We tested our food across many dogs of different breeds and dogs that were used to different diets, and they all happily ate our food, so we think you’ve got little to worry about!

If you are particularly worried about this, we offer a 100g FREE taster pack for your pups to try. You can use it as treats or mix it with some of their existing food; we know they will love it! Get your free sample here!

We deliver throughout the United Kingdom. We offer free shipping five days a week on orders over £40. Orders are shipped the same day if your order is placed on a weekday before 11 am. Orders placed after 11am or on the weekend will be sent the next working day. Please note this excludes certain bank holidays, and surcharges are applied to certain postcodes outlined in our terms and conditions here.

Our subsidised standard delivery charge for orders below £40 is £2.50. For orders over £40, we offer free standard delivery. Some surcharges apply to particular postcodes classed as ‘remote’, which will add a surcharge of up to £29.99, which is in line with the charges set out by our couriers.

Go to our shop page and pick out your preferred quantity and delivery frequency required. Use the checkout as normal, and your first order will be dispatched via our standard shipping service, with your future orders dispatched to the frequency you have set.

When logged in to your Herbie Wilde account, click ‘my subscriptions’, here you will have the options to either amend or cancel your subscription. Once a subscription has been cancelled, this cannot be reinstated without generating a new order. Alternatively, please email us at hello@herbiewilde.com or give us a call or WhatsApp us at 07435 464 009, and we can help you with this.