Wilsons Pet Food

Wilsons Pet Food: fresh and cold-pressed dog food

Wilsons Pet Food is a British dog nutrition company that sells fresh food and cold-pressed food, as well as treats and supplements. Its range is built around two main lines: the Fresh range, with steam-cooked, minimally processed recipes, and the Cold Pressed range, a dry food made by cold pressing. The company presents its recipes as nutritionist-formulated and focused on a dog's overall health.

Product ranges

The range is divided into several categories shown in the shop:

• Fresh Dog Food: complete fresh food, with specific options for puppies and mixed packs.
• Cold Pressed Dog Food: cold-pressed dry food, with Premium, Working Dog, puppy and pack options.
• Treats and supplements: natural treats, Scottish salmon oil for dogs and health support supplements.

The selection by ingredient includes chicken, beef, salmon, fish, lamb, turkey, pork, venison and duck, with grain-free, chicken-free and meat-free options.

Formulation and manufacturing process

The company states that its recipes are formulated by nutritionists and made with whole meats and superfoods. In the Fresh range, the steam-cooking process helps preserve nutrients and allows the packs to be stored in the cupboard without artificial preservatives; once opened, they keep in the fridge for up to four days. The Cold Pressed range is presented as a dry food that can be mixed with frozen raw food, as both are digested at similar rates.

Subscription, loyalty and purchasing

The sales model is based on subscription: the customer chooses the meals and delivery frequency, and the company applies a 10% discount on every box, plus a points programme. The site advertises a 33% launch offer on the first subscription and discounts for new subscriptions. There is a loyalty club and a breeders club, as well as feeding guides specific to each range.

Packaging and sustainability

The company states that all its products come in eco-friendly packaging, so feeding your dog also helps reduce environmental impact.

Customer profile and feedback

Wilsons Pet Food is aimed at dog owners looking for natural, complete nutrition. The company states that 96% of surveyed owners saw a positive change in their dog after feeding them its products, and mentions benefits such as a shinier coat, better digestion and support for heart, urinary, joint, bone and immune health. These claims come from the company's own presentation.