Wagg vs Ultimate Pet Foods: A Simple, Honest Comparison
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Try our functional superfood range — made with freshly prepared meat and visible health results.
Wagg is a well-known UK brand focused on everyday value. Ultimate Pet Foods focuses on freshly prepared proteins and functional, science-led nutrition. Here’s how they compare so you can choose what fits your dog.
Quick Take
- More Fresh Protein: Ultimate uses high levels of freshly prepared meat/fish with gentle cooking for digestibility and flavour.
- Functional Extras: Targeted additions like prebiotics (MOS/FOS), collagen, omega-3, and joint care support long-term wellbeing.
- Clean Recipes: No artificial colours; grain-free options across the range.
- Real Results: Owners report improved digestion, shinier coats, and better mobility.
Who Each Brand Suits
Wagg: Good for owners prioritising budget and supermarket convenience.
Ultimate Pet Foods: Ideal for owners who want fresher proteins and functional nutrition with visible health benefits.
Tip: For sensitive tummies or goals like skin/coat or joint support, Ultimate’s targeted recipes can help.
Wagg at a glance: wallet-friendly and widely available, but typically lower fresh-meat emphasis and fewer functional extras than Ultimate (varies by recipe).
Side-by-Side Comparison
| Feature | Ultimate Pet Foods | Wagg |
|---|---|---|
| Freshly Prepared Meat/Fish | High inclusion, gently cooked (Freshlock™) | Varies by line; more reliance on meat meals in some recipes |
| Total Animal Ingredients | Often high (recipe dependent) | Varies by recipe |
| Functional Extras | Prebiotics (MOS/FOS), collagen, omega-3, joint care | Limited functional add-ons in many lines |
| Artificial Colours/Additives | None | Check label by recipe |
| Grain-Free Options | Yes – across ranges | Some grain-free options available |
| Formulation Approach | Vet-informed, targeted health recipes | Value-focused everyday nutrition |
| Made In | United Kingdom | United Kingdom |
| Subscription Available | Yes — save 10% | Shop only |
Notes: Always compare like-for-like recipes (e.g., Adult Chicken vs Adult Chicken). Ingredient percentages and sourcing can vary by recipe and batch — check your pack label for exact values.
Switching from Wagg to Ultimate: a 7–10 Day Guide
- Days 1–3: 25% Ultimate + 75% current food
- Days 4–6: 50% Ultimate + 50% current food
- Days 7–9: 75% Ultimate + 25% current food
- Day 10: 100% Ultimate
Tip: Keep fresh water available, feed measured portions, and monitor stools/energy. For sensitive tummies, extend each step by 2–3 days.
Real-World Results
“We switched from Wagg to Ultimate and within two weeks Luna’s coat was glossier and her stools were firmer. She’s more settled after meals too.”
Nick & Luna — Cardiff
Frequently Asked Questions
Is Wagg dog food good?
It’s a solid value option many dogs enjoy. If you want higher fresh-meat emphasis or added functional support (digestion, skin/coat, joints), Ultimate is designed for those goals.
Is Ultimate more expensive than Wagg?
Typically yes, due to freshly prepared proteins and functional extras. Many owners choose it for the visible health improvements.
Can sensitive-stomach dogs switch from Wagg to Ultimate?
Often yes. Transition slowly over 7–10 days (see guide above). Our Digestive Care recipe is a gentle starting point.
Do you offer samples?
Yes — try a FREE Sample Pack so your dog can taste before you commit.
About the Author
Glenn Bell — Founder & Digital Marketing Specialist at Ultimate Pet Foods.
Glenn founded Ultimate Pet Foods to create healthier, more transparent dog nutrition after his own Labrador, Kirk, struggled with sensitive digestion. With a background in digital marketing and canine nutrition, Glenn leads the science-backed approach behind every recipe.
👉 Read Why I Started Ultimate Pet Foods to learn the full story.
Questions? Contact our nutrition team.
Why Pick Ultimate Pet Foods?
Our recipes prioritise freshly prepared protein and add science-backed extras to support gut health, joint comfort, skin & coat care, and overall vitality.
References
- Swanson KS, et al. Effects of Supplemental Fructooligosaccharides and Mannanoligosaccharides on Immune Function and Microbial Populations in Dogs. Journal of Nutrition, 2002. Read study
- Xia J, et al. The Function of Probiotics and Prebiotics on Canine Intestinal Health. 2024 review. Open review
- Combarros D, et al. n-3 (EPA/DHA) supplementation improves haircoat quality in dogs. 2020. PubMed
- Bauer JE. Responses of dogs to dietary omega-3 fatty acids. JAVMA, 2007. JAVMA
- McCarthy G, et al. Glucosamine/chondroitin in canine osteoarthritis: randomized trial. 2007. PubMed
- Martello E, et al. Multi-ingredient supplement for canine OA: RCT. PLOS ONE, 2022. PLOS ONE
- WSAVA Global Nutrition Committee. Guidelines on Selecting Pet Foods. 2021. PDF