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Ethical brand ratings and accreditation since 2001

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Good shopping guide ethical accreditation tick


How ethical and sustainable is Wagg? 

Wagg is a dog food brand that features in The Good Shopping Guide’s Ethical Cat and Dog food Ratings Table and passes our ethical benchmark. Wagg, from the company group of Inspired Pet Nutrition Ltd and CapVest Partners LLP, is one of The Good Shopping Guide’s well-rated ethical brands. We encourage other pet food brands to use Wagg as an example and adopt more ethical policies.

A way for Wagg to further increase consumer trust and its business ethics would be to apply for Ethical Accreditation, which would include a complete and in-depth examination.

More information about the importance of organic cat and dog food can be found at The Good Shopping Guide to Ethical Cat and Dog Food. Then, compare it to other brands in our Ethical Cat and Dog Food Ratings Table.

What does Wagg do?

In 1985, William Page launched Wagg as a complete dry dog food and was one of the first brands to be directly sold to the grocery market. Since it was launched, Wagg has always aimed to produce affordable, healthy and nutritious pet food. In 2016 L. Catterton became the majority stakeholder in the brand and its name changed to Inspired Pet Nutrition, and in 2020 CapVest, a private equity firm, became the majority shareholder.

Wagg became the first major UK pet food manufacturer to be Carbon-Negative. Wagg produces a large range of dog food with products suited to dogs of different ages and those with dietary requirements.

In what areas does Wagg perform well? 

Wagg receives a high rating for Animal Welfare after receiving no criticisms. Additionally, no public record criticisms have been linked to the brand, as being a part of the CapVest Partners portfolio gives them a high rating in our Vegan/Vegetarian research category. Some CapVest Partners products are certified by The Vegetarian Society. Wagg received a middle rating for its Environmental Report, which mentions how the brand became Carbon-Negative in 2020.

How could Wagg rate higher on our Ethical Cat and Dog Food Ratings Tables? 

Due to its high score, Wagg is eligible for Ethical Accreditation from The Good Shopping Guide. The Good Shopping Guide calculates a brand’s Ethical Rating into three research categories: the Environment, People, and Animals.

To further improve its score Wagg should consider improving its Environmental Report, which should be more detailed for a company of its size. Wagg should also release a statement about clarifying if it uses GM-ingredients. Wagg should also consider supplying consumers (and their dogs!) with organic dog food.

Why not check out The Good Shopping Guide’s Ethical Accreditation if you work for or with a Cat and dog food company that places ethics high on its priority list? This certification of sustainability and ethics has benefited popular cat and dog food manufacturers, including Benevo, Celtic Connection, Edgard & Cooper, Pets Deli, V-Dog, Yarrah and many others. Contact us to learn more, or complete our short form for an initial evaluation.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare


  • Vegetarian/Vegan



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating