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Get Real: The Ugly Truth Behind ‘Big Kibble’

Are you ready to Get Real? 


We know about the dangers of Big Tobacco and Big Pharma. But did you know there’s another shadowy monopoly harming our loved ones and profiteering in the process?
Big Kibble, your time is up. 
For decades, we’ve been sold a lie by the pet food industry – a tall tale of nutrition, silky coats and optimal health. 
But it’s time we woke up and smelled the dog shit.

We’re campaigning to get glycotoxins, the harmful AGEs found in ultra-processed dog food, removed from kibble. 

Why? Because this isn’t about Wild Pack. It’s about sticking up for our dogs, and sticking it to an industry that’s making millions off making them sick.

Are you with me? Sign my Pawtition now and join me in the fight to Get Real – so all our dogs can live happier, healthier lives:

how much raw food to feed

How YOU can help


We know that starting a raw feeding journey can feel like a huge process. We want to extend a hand and help you get on the right track, so we’re hosting a Kibble Amnesty on Thursday 18 January at New Parliament Square.

If you bring us along your bags of kibble or cans of wet food, we’ll take it off your hands – disposing of it responsibly – and give you some Wild Pack vouchers totally free of charge. 

We know processed food is bad: it’s bad for us, and it’s bad for our best friends. So let’s can the kibble… and return to the wild.

Learn more about the dangers of glycotoxins

More about our partner, Anna Webb

Anna Webb is a canine nutritionist and broadcaster. She holds qualifications from the College of Integrated Veterinary Studies and is an affiliate of the Raw Feeding Veterinary Society, as well as a member of the IAAT.
She’s a columnist for several dog and health magazines, including Edition Dog, Your Dog, Animal Therapies Magazine and Vanity Fur.

She lives in London with her miniature bull terrier Prudence, her rehomed English toy terrier Mr Binks, and her rescued street cat, Baggy.

Terms and conditions for Kibble Amnesty

  • Vouchers will be exchanged for kibble cans for as long as stocks last 
  • Vouchers will be issued on a first come, first served basis 
  • No limit on volume of kibble that can be turned in, but each participant will receive x1 set of Wild Pack vouchers per person, not per can of kibble 
  • Vouchers cannot be sold or exchanged for alternative products 

Wild Pack strongly recommends incorporating raw food into your dog’s diet slowly if making a transition from kibble – please see ’what’s the best way to switch to raw?’ information in our ‘How it Works’ section