Adding to its dominance of the online market, Amazon has now dipped its huge paw into the world of dog food with the 2018 launch of its Wag Dog Food brand.
Created to take on the affordable dog food market, Wag started with just five dry dog food recipes, but has now expanded to also include wet dog food as well as cat food. The whole Wag Dog Food range is grain, corn and wheat-free, and contains no artificial colors, flavors or preservatives. And, with higher-than-average percentage of protein, this everyday dog food is giving other more established dog food brands a good run for their money.
But with Wag only available if you have an Amazon Prime account, and with not much of a track record so far to assess them on, our Wag Dog Food review aims to open the can this new kid with a big name on the dog food block.
With real lamb as the number one ingredient, there is a delicious taste to this dry kibble that will leave your happy pooch wagging for more. And, with 35% protein, your adult dog will have a good protein hit, with the lamb boosted by lamb meal as well as lentils and peas for slow release and sustainable energy. As with the whole Wag range, this dry dog food is grain free so a good choice if your dog has a more sensitive tum or allergies that cause him irritation. So, how does this affordable dry dog food add up when it comes to its nutrient bank balance? Well, for an everyday dog food, all those essentials are there. You have the right balance of vitamins and minerals, along with immune-boosting antioxidants and the good fat quota also ticks the box, with both salmon oil and flaxseed providing the all-important omega 3 fatty acids. There is a limited amount of vegetable and fruit in this Wag recipe, but it is not too much of a concern, plus you also get five strains of gut-health probiotics to keep everything calm and happy. Just one point to highlight – as this is a protein rich recipe, it’s a good idea to slowly introduce your pet if this is his new pet food, to allow his system to adjust.
Minimum protein: 35%
Minimum fat: 15%
Maximum fiber: 5.5%
Maximum moisture: 10%
Omega rich salmon oil and flaxseed plus gut-soothing probiotics
No added grains, corn, wheat, artificial flavors or preservatives
First five ingredients: Lamb, lamb meal, lentils, pea protein, peas
Easy to digest and deliciously moist, this beef and vegetable recipe from Wag’s latest wet dog food range won’t stay in your dog’s food bowl for too long. The main ingredients are packed with quality protein, with beef complemented by chicken and a rich beef broth, boosted by chicken fat and egg white. And if your dog likes his veggies, then the wet pet food range from Wag offers the biggest ingredients selection, including carrots, peas and potato. As with the whole Wag pet food range there are no grains in this super-moist formula, which certainly doesn’t skimp on taste. Although a stew consistency, there are still large chunks of meat for your dog to chew and get satisfaction from, and at 82%, the total protein content is pretty high.
For dogs who may struggle eating dry food or just prefer a moister diet, then this is a good wet dog food to try them on, although as it is rich, you do need to ease their transition to the Wag dog food way of life.
Kilocalories: 352 kcal/can
Minimum protein: 8%
Minimum fat: 4.5%
Maximum fiber: 1.5%
Maximum moisture: 82%
Deliciously rich stew formula, with sizeable chunks of meat
Serve on its own or use as a topper with Wag Dry Dog Food
First five ingredients: Beef broth, beef, chicken, carrots, dried egg whites
Wag Puppy Food is getting the right amount of attention and, at 36% minimum protein, ticks the box when it comes to the essentials you need to support your little one’s health, growth and development. And not to forget that insatiable curiosity and energy! The dry kibble pieces in this chicken and lentil recipe are sized for mini mouths and are both easy to eat and provide a tasty and satisfying meal. But it is not all about taste as puppy food needs to have all the key nutrients for an active, healthy lifestyle and overall, this high quality puppy food from Wag has it covered. As well as the high protein, needed for growth and energy, there’s a good ingredients balance of essential vitamins and minerals, plus chicken fat, salmon oil and flaxseed, for omega fatty acids, including DHA, which boosts their neuro development. To support their flourishing gut health, there are also selected strains of probiotics and, as with all the Wag pet food range, this well-formulated puppy food is grain, corn, wheat and artificial flavors and preservatives free. An affordable and nutritious meal option for any pup, just make sure you follow the initial feeding instructions to get them enjoying this protein-rich diet, fuss-free.
Kilocalories: 346 kcal/cup
Minimum protein: 36%
Minimum fat: 16%
Maximum fiber: 5.5%
Maximum moisture: 10%
Essential omega fatty acids, including DHA to support neurological development
High protein, with balanced vitamins and minerals for healthy growth and energy
First five ingredients: Chicken, chicken meal, lentils, peas and pea protein
Amazon, the online marketplace dominating the globe, has moved into the world of dog food, launching the Wag range under their own brand. After years of selling all the leading pet food brands on amazon.com, the mega online retailer has now developed their own product line, to try and shake up the affordable dog food niche. And with their mammoth buying power meaning they can produce dog food at a lower price, Amazon aims to tempt dog owners away from their usual brand.
Launched back in 2018 with a limited range – just four dry dog food adult recipes and one for puppies – Wag is aimed at the everyday dog food market and has since expanded to include wet food options for both dogs and cats as well as Wag dog treats. But the start of Wag came back in 2011, when Amazon bought wag.com, a dog food website that had previously sold various dog food brands and pet products. Then in 2017, the site was closed, with all its traffic redirected to the Amazon site. This was shortly followed by the online launch of new Amazon Wag dog food brand.
Coincidentally, a Wagg dog food brand exists in the UK, where it is sold on the UK Amazon site, so with agreement, the Amazon Wag dog food brand is not sold on amazon.co.uk. The Wag dog food range is currently available with added discounts and offers through Amazon Prime. Amazon also has two other dog food brands – dry dog food brand, Solimo and canned dog food range, Simply Perfection.
The Wag dog food range currently has no history of product recalls, but with such a new product, this is not surprising. And it seems there are potential plans for the range to at some point be sold through the Amazon-owned Whole Foods grocery store. While there are no clear details as to who actually produces the range on behalf of Amazon, the Wag Pet Food range is currently pitched in the same market as other affordable brands that focus on quality ingredients, such as Crave and Pure Balance.
While it has not had the true test of time having only been on the market for two years, Amazon’s Wag Pet Food range seems to be hitting the mark, with overall Wag! reviews coming in at above average, with reviewers highlighting the ease of buying (via Amazon), taste and decent levels of nutrition, all at an affordable price.
The buying power of Amazon means they can keep their prices relatively low while aiming to provide quality, everyday nutrition for your pet. From an ingredients point of view, the Wag pet food brand selling points, while not unique, are wholesome and aims to be high quality, with the range free from grains, artificial colors or ingredients. The proportions of protein and fats are also a good level, and sufficient for active dogs. And, if you dog is sensitive or you would rather a more limited recipe, then the grain-free formula across the range is a definite plus, as highlighted in many of the online Wag Dog Food reviews.
Now to a more in-depth look at the ingredients in the Wag Dog Food range and what they offer your pooch.
The first thing to note is that all the Wag recipes are free of grain, corn and wheat as well as any artificial colors, preservatives or flavors. And that is a reassuring start. The range also provides a high level of protein in their dry formulas compared to many other brands, averaging at 35% in the adult range and 36% for the puppy formula.
Wag prides itself on the high quality protein it includes in the range, with beef, chicken, salmon, tuna, turkey, lamb, beef & chicken liver featuring amongst the first two ingredients in each recipe.
However, when looking at the first five ingredients in each recipe, plants such as lentils and pea protein, do feature quite regularly and while they do help to boost the protein percentage quota, they can be a little harder for your dog to digest. However, Wag/Amazon do acknowledge potential sensitivities, by recommending you gradually move your pet onto the range when feeding it to them for the first time.
Fats in their diet are also essential for your dog’s good health, and Wag scores a decent average, with quality chicken fat added to all its dog food recipes. Omega-rich flaxseed and brewer’s yeast, which is rich in vitamin B, also feature large. The carbohydrate ratio is in a good, healthy range too and managed quality carbs including sweet potato, rice, dried plain beet and beet pulp and chicory root. Each recipe also contains five probiotic strains to support digestive and intestinal health.
There are, however, some ingredients to be aware of. Pea protein, as already highlighted, features in many of the recipes and can be used to inflate the overall protein levels without offering much in the way of quality nutrition. Beet pulp can also be used as an unnecessary filler. The amount of salt used in their recipes are not disclosed on the Wag ingredient list, so exercise caution if your dog has health issues such as kidney disease.
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With the juggernaut reputation and buying power of the Amazon brand, there’s no surprise why the Wag Dog Food brand has hit the ground running and is already gathering a sizable band of loyal dog owner followers. But is this relatively new dog food brand right for you and your pet? Our Wag Dog Food review concludes with a look at the main pros and cons of the range: