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Try our functional superfood range — made with freshly prepared meat and visible health results.
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).
| 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.
Tip: Keep fresh water available, feed measured portions, and monitor stools/energy. For sensitive tummies, extend each step by 2–3 days.
“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
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.
Typically yes, due to freshly prepared proteins and functional extras. Many owners choose it for the visible health improvements.
Often yes. Transition slowly over 7–10 days (see guide above). Our Digestive Care recipe is a gentle starting point.
Yes — try a FREE Sample Pack so your dog can taste before you commit.
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.
Our recipes prioritise freshly prepared protein and add science-backed extras to support gut health, joint comfort, skin & coat care, and overall vitality.