Success story from the UK

The business, now run by the third generation of the family, moved out of agricultural feeds in the 1980s to focus on the popular dog food that they were producing from one of their four agricultural mills. Following a company competition, the name Wagg was selected. The business then changed its name from Page Feeds to Wagg Foods and the “Wagg” range is now one of the most popular complete dry dog foods in the UK. In 2003 the company invested £4 mio in a state-of-the-art extruder plant utilising the very latest dual conditioning technology to manufacture high-quality complete dry dog foods. In 2007, as demand for Wagg brands increased, a second extruder was added, taking the capacity to well over 50 000 tonnes. As sales continue to grow a third expansion phase is already being planned to build capacity to well over 90 000 tonnes. Foods for small animals were always part of the company’s product portfolio and Wagg Foods now manufactures a range of branded and own-label foods for rabbits, guinea pigs, hamsters, gerbils & mice. In 2008 the company invested in a dog treat business called The Real Petfood Company and a range of “Wagg” branded treats for dogs and small animals was launched. Product background & market share Wagg Foods was one of the first companies in the pet market to include yucca extract in its foods to improve gut health and reduce flatulent odours. Its foods have never contained artificial colours or flavours and the company was an early user of pre-biotics and antioxidants, which are believed to improve digestion and help strengthen the immune system. However, Wagg Foods’ main strength has been its ability to manufacture high-quality diets at extremely attractive prices. Its value position in the market has lead to stellar growth over recent years as customers have realised the amazing value for money that feeding Wagg Food offers. The company cites recent Pet Food Manufacturers’ Association (PFMA) figures which show that the company is producing 20 per cent of the complete dry dog food within the UK market and at sales growth levels of over 30 per cent this share is set to rise further. New product launches Wagg Foods manufactures a compact, life-stage range of complete dry dog foods under the “Wagg” brand including a puppy food, sensitive and a senior diet. It manufactures both muesli-style mixes for small mammals and a fully extruded nugget range of foods for rabbits and guinea pigs called “Optimum”. It launched a natural…