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Plant-based superfood for adult dogs

A complete & balanced plant-based dry food for adult dogs of all breeds. Made with a delicious and nutritious blend of 39 natural ingredients, including sweet potato, fruits, leafy greens, ancient grains and healthy herbs & botanicals, all the essential proteins, nutrients, vitamins and minerals your dog needs.

  • High protein
  • Delicious, dog-approved flavour
  • Prebiotic, Omega 3 & 6
  • Hypoallergenic & suitable for low-fat diets
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Brimming with beta-carotene that supports heart function & promotes healthy eyes and skin.


Protein-rich & high in fibre to help reduce inflammation, support heart health and aid digestion.

Green beans

High in vitamin K & calcium, green beans help maintain strong & healthy bones.


Antioxidants and high levels of Vitamin C help reduce inflammation & support the immune system.

Pea protein

A great source of protein, peas are also rich in fibre for digestion & control blood sugar levels.

Potato Protein

The humble spud is a source of protein that provides energy & promotes healthy poos


Packed with antioxidants and vitamins A & E to support immunity and cardiovascular health.


Rich in iodine and trace minerals, to help support oral health and a glossy coat.


A powerful combination of insoluble & soluble fibres, antioxidants, vitamins & minerals.

Sweet Potato

Top of the nutrient scale – high in gut-happy fibre & essential vitamins for overall good health


This quality source of protein is overflowing with vitamins, minerals, phytonutrients & fibre.


Fermentable fibre supports the digestive system and promotes healthy gut bacteria.


Natural anti-bacterial and anti-inflammatory to help maintain skin health and boost digestion.


Bursting with mighty antioxidants to help maintain the immune system and good overall health.

Brewer's yeast

Rich in antioxidants and B vitamins to support digestive health, healthy skin & a glossy coat.



Sweet Potato (26%), Potato Protein (14%), Pea Protein (13%), Dried Pumpkin (1.10%; equivalent to 10% fresh pumpkin), Sunflower Oil (9.2%), Potato, Peas, Pea Starch, Carrot, Ancient Seeds (4.7%) (Chickpeas, Whole Linseed, Quinoa (0.05%), Buckwheat, Chia Seeds), Leafy Greens (2.0%) (Alfalfa (1.3%), Spinach (0.1%), Kale, Seaweed), Fruits (0.4%) (Cranberry, Blueberry (0.1%), Apple, Strawberry), Brewer’s Yeast, Vegan Gravy, Pea Fibre, Botanicals and Herbs (1.0%) (Parsley, Mint, Nettle, Dandelion, Milk Thistle, Ginger, Turmeric, Rosehip, Marigold, Burdock root, Thyme, Basil), Chicory Extract (0.1%), Minerals, Yeast Extract.


Protein 24.0%, Crude Fibre 2.7%, Fat Content 12.0%, Crude Ash 8.0%.


Vitamins: Vitamin A 20,000IU, Vitamin D3 1,750IU, Vit E 200mg, Taurine 1000mg/kg
Trace Elements: Iron (as Iron (ll) Sulphate Monohydrate) 75mg, Zinc (Zinc Oxide) 70mg, Manganese (as Manganese (ll) Oxide) 40mg, Zinc (Zinc Chelate of Glycine Hydrate) 30mg, Copper (as Copper (ll) Sulphate Pentahydrate) 7mg, Iodine (Calcium Iodate) 1.50mg, Selenium (L-Selenomethionine) 0.15mg.
Amino Acids: DL-Methionine (3.1.1.) 2000mg
Antioxidants, Preservatives – (Preserved with tocopherol rich extracts of natural origin).

*Grain Free Formulation but made on a line that handles grain.


Founded in wellness and rooted in ethical choices, we are values-led and doing our best to help you make positive choices through our passion for natural ingredients, a commitment to sustainability & belief in the power of community.

We are excited to be part of the global movement, One Percent for the Planet, and promise to contribute at least one percent of our annual sales to environmental causes – together we are committed to creating a healthier world.



Inner Packaging

Our dry food bags can be recycled alongside carrier bags at larger stores and supermarkets, or check 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.

With our resealable bags, we can also ensure our food stays fresher for longer, helping minimise food waste.

Outer Packaging

Boxes: Our boxes are made using sustainable materials and are recyclable, biodegradable and plastic-free.

Tape: Our EcoTape™ is a fully biodegradable and 100% plastic-free self-adhesive paper packing tape. It is made from sustainably sourced materials with a natural rubber adhesive. It’s also manufactured in the UK.

Feeding guide


Our recommended daily feeding is a guide only. Every dog’s appetite differs depending on size, age, condition and activity level. Please adjust the amount given to keep your dog in a lean, active condition.

If your dog looks overweight, reduce the current food intake by 10%. If your dog looks underweight, increase the current food intake by 10%. Continue this until the correct weight is achieved. Dogs that maintain a healthy body weight live 5-10% longer than overweight dogs.

Always ensure clean drinking water is available. Please store your food in a cool, dry place.


Herbie Wilde has been tasted and loved by our dog panel, so even if your dog asks for more Herbie, we always recommend transitioning gradually over seven days. The diagram below gives a guide to introducing the percentage of Herbie Wilde food over the seven days.


Beautiful ingredients with integrity

We are proud to be the UK’s first food for dogs to prioritise provenance.  Ethically sourced and traceable from farm to bowl, our carefully selected ingredients enable you to make the healthiest choice for your dog and the planet.

Learn more about our ingredients.

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