The food
Four recipes. One mill. No nonsense.
Every recipe is a complete, balanced dry food, made by an established UK feed mill to FEDIAF complete-food standards. We don't own a factory and we don't pretend to. What we do is pick the recipe, set the portion and turn up with it.
Canny Chicken
Chicken & rice · adult
Our everyday recipe. Chicken and rice, balanced for normal activity. The one most adult dogs go on.
Gentle Lamb
Lamb & rice · sensitive tums
Lamb and rice, gentle on a sensitive stomach and a good one for fussy eaters. It isn't a limited-ingredient food: it has poultry oil and fish meal in it, so it isn't the one for a dog on an exclusion diet. That's Wise Owld.
Little 'Un
Puppy · chicken & rice
Higher energy and calcium for growing dogs, smaller kibble for smaller mouths. We re-run the portion every month as they grow — automatically.
Wise Owld
Senior & light · salmon & squash · no grain
Salmon and squash: the only recipe we do with one animal protein and no grain. Lower in calories too, so it suits dogs past seven (six for the big breeds), anyone carrying a bit extra, and dogs on an exclusion diet.
Switching food without the upset
Days 1–3: a quarter new, three-quarters old. Days 4–6: half and half. Day 7: all in. If there's any looseness, hold at half-and-half for a few more days. Fussy? The lamb usually does it. Still no? Tell us within 14 days and we swap the recipe free and take the old bag away. Get the printable 7-day guide.
Composition and analytical constituents are printed on every bag and shown under each product in the shop. Complete pet food for dogs. Made in the UK.