About Wagg
Wagg is a trusted British dog food brand with Yorkshire roots stretching back to 1923. Originally founded as a wheat trading business by the Page family, Wagg was launched in 1985 by William Page as one of the first complete dry dog food brands sold directly to UK supermarkets. Today, Wagg is part of Inspired Pet Nutrition (IPN), the UK's largest manufacturer of dry dog food. The company's journey began with James Page's wheat trading business in North Yorkshire, which evolved into animal feeds before pivoting entirely to pet food in 1990. The business was renamed Inspired Pet Nutrition in 2016 and was acquired by international investment firm CapVest in 2020. IPN passed the £200 million turnover milestone in its centenary year, with the founding Page family retaining a significant interest. Wagg's dry dog food range offers complete, balanced meals rich in whole grains, protein, and quality vegetables. The Active Goodness range caters to working and active dogs, while Meaty Goodness provides everyday nutrition. Wheat-free options are available for dogs with sensitivities, plus specialised formulas for puppies and seniors. IPN claims to be the first major UK pet food manufacturer to go carbon negative in production. The Wagg treats range includes fun flavours like Fish Fingers & Chips, Sausage & Mash, Steak Pie with Gravy, Bacon Roll, and Ham & Cheese Toastie, alongside practical options like Low Fat and Training Treats. Compare Wagg prices across UK supermarkets including Tesco, Morrisons, Asda, plus Pets at Home, Jollyes, and Wilko with Grocefully to find the best value on affordable, quality dog food and treats.

















