Frequently Asked Questions

Herbie Wilde is the UK’s first ethically sourced, plant-powered superfood for dogs—and we’re proud to say it’s a game-changer. Formulated with leading vets and canine nutritionists, our recipe includes 39 nutrient-rich, functional ingredients that go above and beyond standard dog food. It’s complete, balanced, and backed by science.

With high-quality, digestible plant proteins, omega-rich seeds and oils, gut-happy fibres and immunity-boosting botanicals, we’ve crafted a food that supports everything from skin and coat health to digestion and joint function.

It’s also hypoallergenic (no meat, dairy, soya or grains here) and flexi-diet friendly—perfect for dogs with sensitivities or curious foodies trying new things.

And yes, it’s better for the planet too: our food uses 20x less land and emits up to 60% fewer greenhouse gases than traditional meat-based diets. So when you choose Herbie Wilde, you’re not just doing what’s best for your dog—you’re making a kinder choice for the planet and all the animals we share it with.

A better dog food, from farm to bowl.

At Herbie Wilde, we recognise the significance of knowing and understanding precisely what goes into your dog’s diet to make informed decisions for their health and well-being. Provenance refers to the origin of ingredients, serving as a marker of authenticity and quality. In an industry where transparency can be lacking, we prioritise transparency and accountability.

Quality claims are abundant, yet substantiation is often lacking. That’s why we take pride in partnering with ethical growers who employ sustainable farming practices and produce high-quality ingredients. By offering transparency in our sourcing, we aim to demonstrate the integrity and superior quality of our vegan dog food.

We believe that when it comes to your pet’s nutrition, transparency breeds trust, and the quality of our ingredients speaks for itself.

Because dogs, like us, thrive on variety. At Herbie Wilde, we believe a complete and balanced meal doesn’t mean basic. That’s why we’ve packed our plant-based recipe with 39 natural, functional ingredients—each chosen for a reason, not just a label.

From sweet potato and quinoa to seaweed and chia, our diverse blend delivers the full spectrum of essential proteins, healthy fats, fibre, vitamins, minerals and phytonutrients dogs need to feel (and look) their best.

Here’s the science-y bit: diversity in diet plays a key role in maintaining a healthy gut microbiome—the community of microorganisms that’s vital for digestion, immunity, energy and even mood. Much like what the clever folks at ZOE have shown in humans, a varied plant-based diet can positively shape the gut microbiome in dogs too, helping to build a stronger immune system and a happier, healthier pup from the inside out.

We’ve also conducted thorough digestibility testing to ensure your dog actually absorbs all that goodness. Herbie Wilde scores a brilliant 89.5% on digestibility, meaning your dog’s body can efficiently use the nutrients in every bite. No fillers. No fluff. Just functional ingredients that work hard and go down easy.

A thriving gut, a tail-wagging dog, and a cleaner conscience? We’d say that’s worth every ingredient.

Yes, our food is meticulously formulated to be complete and balanced, meeting all the nutritional requirements set by the PFMA (Pet Food Manufacturers Association) and FEDIAF (European Pet Food Industry Federation) for adult dogs. Each batch undergoes rigorous laboratory testing to ensure it provides all 26 essential vitamins and minerals, along with the right balance of proteins, fats, and carbohydrates.

We also conduct in vitro digestibility testing, which measures how effectively the nutrients in our food can be broken down and absorbed by the body. Our recipe achieved an impressive digestibility score of 94.5%, demonstrating its exceptional bioavailability and ensuring that your dog receives maximum nutritional benefits from every meal. This rigorous testing reflects our commitment to providing a food that is not only nutritionally complete but also optimised for your dog’s health and well-being.

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.

A comprehensive 2023 study found that nutritionally complete vegan diets are the healthiest option for dogs, offering significant health benefits compared to traditional meat-based diets. Dogs fed vegan diets showed lower incidences of common health issues, resulting in fewer vet visits and reduced reliance on medications. The study highlighted improved weight management, better digestion, healthier skin and coat, and lower rates of allergies among dogs on plant-based diets. These findings underscore the potential of well-formulated vegan dog food to not only meet but exceed the health outcomes of conventional diets, supporting longevity and overall vitality in dogs.

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.

Yes, Herbie Wilde is proud to offer a 100% vegan dog food.

Our commitment to providing ethically sourced and plant-based nutrition for dogs is unwavering. One key aspect of our vegan formulation is our use of algae-sourced vegan D3. This essential nutrient, crucial for overall canine health, is derived from algae and has been meticulously tested for its digestibility and bioavailability.

At Herbie Wilde, we prioritise the well-being of both animals and the planet, ensuring that every ingredient in our dog food supports our values of compassion, sustainability, and optimal nutrition for all dogs.

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 get it—many of us grew up thinking dogs = meat lovers. And yes, some of our pups would still happily sell us out for a sausage. But here’s the wild (and wonderful) truth: dogs are biological omnivores, and they’re more than capable of loving a plant-based bowl.

Herbie Wilde has been taste-tested by a diverse pack of pups—including working dogs, country roamers, and the occasional sofa snuggler. Many actually preferred it to their usual meat-based meals (true story). Plus, research shows that vegan dog food is just as palatable as traditional diets—our tails are wagging just thinking about it.

While we no longer offer free samples, we understand that some dogs can be a little… particular. If you’re dealing with a fussy eater, just drop us a line at [email protected]—we’d love to help you make the switch a smooth one.

Spoiler alert: once they get a sniff, most dogs don’t look back.

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.

Yes, we are delighted to be Vegan Society approved!

This accreditation underscores our unwavering commitment to providing a 100% vegan dog food that meets the highest standards of ethical and sustainable sourcing. Being Vegan Society approved means that our products have undergone rigorous scrutiny to ensure they align with the values of transparency, sustainability, and cruelty-free practices.

At Herbie Wilde, we’re dedicated to offering our customers a trustworthy and transparent choice for their furry companions, empowering them to make ethical and environmentally conscious decisions without compromising on quality or nutrition.

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!  We are so confident that your dog will love our food we offer a money back guarantee if your dog doesn’t enjoy the food – no questions asked!
If you are particularly worried about this, we offer a 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! Just email us at [email protected]

Absolutely—we stand by our food (and our dogs stand by their bowls). We’re confident your dog will love Herbie Wilde, but if it’s not a match made in mealtime heaven, we do offer a money-back guarantee on your first 3kg purchase.

If your pup isn’t enjoying the food, just get in touch and we’ll refund you for the cost of the food. All we ask is that you return the bag to us so we can learn from the experience—and minimise waste where possible. You’ll just need to cover the return postage.

We’re here to make the switch as easy and supportive as possible, so don’t hesitate to drop us a note at [email protected] if you have any concerns or need a hand.

At Herbie Wilde, we believe in simplicity and efficiency when it comes to shipping your orders. Once you place an order with us, we promptly dispatch the same day via Royal Mail for all orders received before 2pm.  Any orders received after 2pm will be sent out the next working day.

You have the option to choose between our subsidised standard postage service, priced at £2.50, ensuring delivery within 48hrs, or our expedited next-day 24-hour delivery service, available at £7.99, guaranteeing your order arrives the following day (for any orders received before 2pm).

Please note this excludes certain bank holidays, and surcharges are applied to certain postcodes outlined in our terms and conditions here.

We strive to make the shipping process as seamless and convenient as possible, so you can enjoy your Herbie Wilde vegan dog food without delay.

Absolutely—we stand by our food (and our dogs stand by their bowls). We’re confident your dog will love Herbie Wilde, but if it’s not a match made in mealtime heaven, we do offer a money-back guarantee on your first 3kg purchase.

If your pup isn’t enjoying the food, just get in touch and we’ll refund you for the cost of the food. All we ask is that you return the bag to us so we can learn from the experience—and minimise waste where possible. You’ll just need to cover the return postage.

We’re here to make the switch as easy and supportive as possible, so don’t hesitate to drop us a note at [email protected] if you have any concerns or need a hand.

We currently deliver across the United Kingdom via Royal Mail—so whether you’re in the countryside or the city, we’ve got your pup’s plant-powered meals covered.

Orders placed before 2pm are dispatched the same day, and anything after that goes out the next working day. We like to keep things efficient—no faff, just fast food (the good kind).

You can choose from two delivery options:

• Standard Delivery (Royal Mail Tracked 48):

  • £3.99 for 3kg and 6kg orders (from 1st May)

  • FREE for 12kg orders

  • Delivery within 48 hours

• Next Day Delivery (Royal Mail Tracked 24):

  • £7.99

  • Orders placed before 2pm will arrive the next working day

Please note: bank holidays may delay things a little. For full details, see our terms and conditions.

Our goal? To get delicious, nutritious dog food to your door as quickly and smoothly as possible. Your pup’s next favourite meal is just a few clicks away.

We like to keep things simple—and fair.

From 1st May, our delivery costs are:

• £3.99 for 3kg and 6kg orders

• FREE delivery for 12kg orders

• £7.99 for next-day delivery (Royal Mail Tracked 24 – orders placed before 2pm)

All standard orders are sent via Royal Mail Tracked 48, with expected delivery within 48 hours (excluding bank holidays).

Just a note: Royal Mail does not guarantee collection or delivery over weekends, so if you’re ordering later in the week, your pup’s parcel might arrive the following Monday.

Need help or have a specific date in mind? Pop us a message at [email protected] and we’ll do our best to help.

To set up a subscription, simply visit our shop page and select your desired quantity of Herbie Wilde vegan dog food along with the delivery frequency that suits your needs. Proceed to checkout as you normally would. Your first order will be dispatched promptly via our standard shipping service.

For future orders, you will receive an email to notify you of your next renewal date five days before, and we’ll dispatch them according to the frequency you’ve chosen, ensuring your Herbie Wilde dog food arrives right on schedule.

If you need to make changes to your subscription, we’re here to assist you. Simply log in to your Herbie Wilde account and navigate to the ‘My Subscriptions’ section, where you can easily pause or cancel your subscription.

If you prefer, you can also reach out to us via email at [email protected], give us a call, or WhatsApp us at 07435 464 009, where we can easily amend anything for you. We understand that your needs may evolve over time, so whether it’s adjusting quantities, frequency, or delivery dates, we’re always happy to accommodate your preferences. Our dedicated team is here to ensure that your experience with Herbie Wilde is as seamless and tailored to your needs as possible.