News

When we launched WILD Fresh, we were introducing a completely new format for us - and since then, we've been learning about how we can make the experience even better. We're introducing updates to our packaging, delivery boxes and Fresh recipes. Transparency is one of our core values at WILD. If we change something in your dog's food, we think you should know exactly what has changed before it changes - not just to be told that there's a "new and improved recipe". So, here's everything you need to know. What's Changing? 1.Choose Your Own Courier We know some couriers perform better in certain areas that others. That's why we're working with our warehouse team and delivery partners to introduce multiple courier options at checkout. You will be able to choose from Yodel/InPost, DPD and Royal Mail. We'll let you know once this is live. In the meantime, if you have a preferred courier, from the list above, email us and we'll speak to warehouse team about switching your orders over. 2.Wool-Insulated Boxes We're introducing wool insulation into our Fresh delivery boxes to help keep your dog's food protected during its journey to you. 3.Improved Fresh Packaging Fresh food naturally contains moisture, which means juices and condensation can occur.  We've updated our packaging to provide a better seal and help prevent any of those natural juices from leaking during delivery or storage. 4.Optimised Recipes We've also reviewed and fine-tuned our Fresh recipes to optimise the organ blends. All meat used in WILD Fresh will continue to be human-grade. And because we believe in being completely transparency about what goes into your dog's bowl, below you can see the exact changes we're making.   Surf & Turf 80:20 Current → Updated Cod: 40% → 45% Beef Liver: 10% → 5% Algae Oil: 0.2% → Salmon Oil 0.2% Whole Egg Powder: New → 1% Beef 80:20 Current → Updated Beef Heart: 25% → 15% Beef Liver 15% → 5% Beef Lung: 20% → 15% Beef Kidney: 20% → removed Beef Mince: new → 45% Broccoli: 2% → 2.8% Pumpkin Powder: new → 1% Chicken 80:20 Current → Updated Chicken Mince: 60% → 65% Chicken Heart: 10% → 5% Carrot: 5% → 5.8% Pumpkin Powder: new → 1% Fish 80:20 Current → Updated Sweet Potato: 3% → 2.3% Duck 80:20 Current → Updated Duck Mince: 65% → 75% Duck Liver: 15% → 5% Broccoli: 2% → 2.8% Pumpkin Powder: new → 1% Why Are We Optimising The Recipes? As with everything we make at WILD, we're always looking at how we can improve while staying true to the principles behind our food. These updates fine-tune the balance of organ blends within our Fresh recipes to optimise their overall nutritional value. What isn't changing is just as important: our commitment to high-quality ingredients and complete transparency about exactly what goes into your dog's food. Same ingredients. Same suppliers. Just optimised.  When Will The Recipes Change? Everything needed for the updated recipes and packaging is now in place at the factory, ready to move into production. There won't be an immediate switchover. We'll continue to send out our existing Fresh recipes first, and as that stock is used and the newly produced batches arrive, the updated recipes and packaging will gradually begin making their way into orders.  The updated recipes will only be supplied in the new packaging. So if your Fresh arrives in our current packaging, it contains the current recipe. Once you start receiving the new packaging, you'll know you're also receiving the updated recipe inside. Because different recipes may move through our existing stock at different rates, we don't currently have an exact date when every order will switch to the updated versions but we expect all recipes to have transitioned by 31st October 2026.  It is highly likely that some recipes will move over before others. Why Are We Sharing All of This? Because you deserve to know. Ingredient lists change surprisingly often in the pet food industry, something with very little explanation or warning. That's not how we want to do things at WILD. Whether an ingredient has moved by 0.2%, 5% or been replaced all together, if we change what goes into your dog's bowl, we want to tell you. Thank you for all of the feedback you've given us since launching Fresh. It genuinely helps make WILD better. We're excited that the best rated fresh food on All About Dog Food is about to get even better!  Ross Founder, WILD   UPDATE (2nd October 2026): Beef Fresh 80:20 has moved onto our new packaging.