Signup for - 20% off your first order

Plant-based superfood for adult dogs

Herbie Wilde is the UK’s top-rated plant-based dog food, crafted with 39 nourishing wholefood ingredients – like sweet potato, antioxidant-rich berries, and ancient pulses. Gently steam-cooked for easy digestion and irresistible taste, every bite supports gut health, joint mobility, healthy skin and a glossy coat.

It’s complete, balanced, and backed by science – so you can feed with confidence and they can love every bowl.

  • Nutritionist formulated hypoallergenic grain-free recipe
  • Traceable from partner farm to bowl
  • 96% of owners report visible health gains after the switch*
  • 98% five-star reviews on Trustpilot
*Customer survey, December 2024.
Why Herbie Wilde?
Loved by dogs. Trusted by their humans. Designed to raise the bar for dog food.
The UK’s Highest-Rated Plant-Based Dog Food
4.9 stars on Trustpilot. 98% 5 Excellent reviews. Thousands of healthier, happier dogs.
Herbie Wilde – why plant-based is the future
Hypoallergenic & Allergen-Free
No meat. No dairy. No gluten, soya or grains. Just clean, gut-friendly, allergy-kind ingredients proven to help itchy, gassy, sensitive pups.
Science-Backed, Vet-Formulated Nutrition
With a lab-verified 95% protein digestibility – the highest recorded for any dog food in the UK – Herbie Wilde ensures your dog actually absorbs the good stuff in every bite.
Herbie Wilde – shop plant-based superfood adult dry food
Proven Results, Not Just Promises
96% of surveyed customers reported visible health improvements in their dogs after switching to Herbie Wilde.* That’s 48 out of 50 happy, healthier pups - and counting.
Farm-to-Bowl Provenance. No Secrets. Ever.
We know exactly where every ingredient comes from - and so will you. Grown with care by ethical growers we’ve met in person.
*Herbie Wilde customer survey, Dec 2024.
What Healthier, Happier Dogs Have to Say
(Through Their Humans!)

“Once the herbie arrived, I was going use up a bit of his old food and then 50/50 until it was used up - but clever Collie here decided to go on hunger strike for 24hrs until I opened the herbie, once opened ate a whole meal. We also love it’s smell, really smells like herbs, like a wholefood shop, one of my life time favourite smells ❤️. Also outstanding customer service.”

Toby, Collie
Thank you again for such a speedy delivery. We have just been back to the vets today and they can’t believe the difference in Alfies skin as he has dermatitis, since changing to Herbie Wilde it has completely gone and not on any medication!
Alfie - Cavapoo
“Herbie Wilde has totally resolved Bella's IBS and digestion issues! Her poos have improved massively too and are now formed, good solid and no smell. She loves her food now!”
Bella, Mixed Breed
“Herbie Wilde food has transformed Sue's life! She was a very timid, unconfident rescue dog and since eating Herbie Wilde - she loves her food and it has increased her confidence and her personality has come out with so many cheeky moments!”
Sue - Greyhound

“Once the herbie arrived, I was going use up a bit of his old food and then 50/50 until it was used up - but clever Collie here decided to go on hunger strike for 24hrs until I opened the herbie, once opened ate a whole meal. We also love it’s smell, really smells like herbs, like a wholefood shop, one of my life time favourite smells ❤️. Also outstanding customer service.”

Toby, Collie
Thank you again for such a speedy delivery. We have just been back to the vets today and they can’t believe the difference in Alfies skin as he has dermatitis, since changing to Herbie Wilde it has completely gone and not on any medication!
Alfie - Cavapoo
“Herbie Wilde has totally resolved Bella's IBS and digestion issues! Her poos have improved massively too and are now formed, good solid and no smell. She loves her food now!”
Bella, Mixed Breed
“Herbie Wilde food has transformed Sue's life! She was a very timid, unconfident rescue dog and since eating Herbie Wilde - she loves her food and it has increased her confidence and her personality has come out with so many cheeky moments!”
Sue - Greyhound
Read more Herbie Wilde reviews
“I spent three years trialling ingredients, cooking meals, and consulting with nutritionists to get Bertie well again. I didn’t set out to start a business — I set out to save my dog. But once I saw the results, I knew this food had to be available to every dog who needed it.”
— Ella Daines-Smith, Founder

Ingredients

FAQs

Herbie Wilde is produced in County Monaghan, Ireland, in a dedicated animal-free plant—so there’s zero risk of meat cross-contamination. We source locally whenever possible across the UK and Europe, personally visiting and walking the fields of the farms that supply us—like the potato farm right on our factory’s doorstep. The result is shorter food miles, full traceability, and fresh-from-field quality in every bowl.

Most dog food is blasted above 150 °C, destroying delicate nutrients. At Herbie Wilde we do the opposite: every batch is gently steam-cooked at ≤ 90 °C, then cooled slowly to seal in natural vitamins, antioxidants and healthy oils. The result? Our high-quality ingredients stay as close to field-fresh as possible, delivering a lab-verified 94–95 % protein digestibility and a bowlful of delicious and nutritious food.

Most dogs show calmer tummies and firmer poops within 7-10 days of a gradual transition. Visible skin and coat improvements typically follow within 3-6 weeks as inflammation eases and omega-rich ingredients do their work. Every dog is different, but consistency (and sticking to the 7-day switch-over guide) delivers the best results.

Our recipe is independently analysed by a leading European veterinary university using in-vitro digestibility testing, confirming a 94.5 % protein-digestibility score. We also collaborate with our veterinary advisory board and continuously survey the Herbie Wilde community—96 % of guardians report noticeable health gains in their allergy-prone dogs after the switch. Science in the lab, proof in the food bowl.

Notes from the wild

Fetch 20% off

Earn your title as your dog's best friend.

Sign up for 20% off their first delivery of plant-based goodness*

*By subscribing, you agree to us sending helpful and informative updates. We keep emails to a minimum, and you can unsubscribe anytime hassle-free.