Product of the Year Spotlight on… Wagg Chews

This International Pet Month, Sarah Lyle, Brand Manager at Inspired Pet Nutrition, lifts the lid on her Product of the Year winning innovation, Wagg Chews. From pet personification and owner-inspired flavours to adding pawprint-shaped pizzazz to a category that’s long felt samey, she explains why dogs are finally getting in on the fun.

Tell us about your product and why it resonates with consumers.

Wagg Chews is our bold new move into the dog chews category, one which we felt was ready for a bit more fun!

While we’re already known as a playful brand – see our signature bright packaging and flavour-first approach for reference – we wanted to bring some of that energy into the ‘treats’ space. ‘Chews’, for the benefit of non-dog owners, are edible, long-lasting treats designed for keeping dogs busy, and we’ve found they’re a highly habitual purchase: 75% of dog owners buy them at least fortnightly. This presented a clear opportunity to create something that felt exciting yet still works as an everyday treat. 

We’ve launched with bold flavours that are good enough to eat: Steak Skewer Twists, Banana & Peanut Butter Bars and Fish Finger Sticks — all made with real meat or fish and less than 5% fat. 

What makes them stand out is that they sit in a sweet spot in the market: more fun and imaginative than some of the more traditional options, but still affordable and accessible. That mix of familiarity, novelty and a bit of Wagg personality is what really connects with shoppers and has clearly impressed the voting public to win this award. We’re thrilled!

Where did the idea for the product come from and how does that process work at Wagg/IPN?

Innovation at Wagg always starts by listening… to shoppers, retailers, and of course, to what owners say their dogs love most. Our research revealed a huge opportunity in the chews segment: high-frequency purchasing but very little innovation at scale. From there, our teams across Category, Nutrition and Marketing worked together to explore flavour trends, formats, textures, and the playful personality that defines Wagg.

Much of our inspiration comes from outside the pet food world too. We’re always looking at wider food trends and supermarket shelves for ideas that feel familiar, fun and a little unexpected. I’ve been known to trawl the shops to keep abreast of what’s trending.

Once we identified consumer favourites within our existing treats range, we re-imagined those flavours in a chewy, chunkier format. It’s a brilliant example of how Inspired Pet Nutrition turns insight-led ideas into products that pets want to wolf down and owners want to buy to make their dog’s day (everyday).

What trends will you be tapping into this year?

There are three big ones for us.

First is human-inspired flavours — dog owners love giving their pets treats that feel playful and a little indulgent.

Then there’s everyday treating. Chews are part of the regular routine for lots of owners, whether that’s rewarding, occupying or just keeping the peace while working from home.

And finally, standout shelf appeal still matters. Treats is a really visual category, and bold design helps shoppers spot something a bit different. 

Do you have any new products or range extensions you can tell us about?

We do – and it’s a fun one! As of this week, our new All Day Breakfast range is available exclusively at Pets at Home. It’s a playful collection inspired by iconic British breakfast dishes.

From Full English-inspired treats to Sausage Roll flavours and Yoghurt & Berry bites, the range brings a fun “breakfast buffet” experience to dogs.

As the name denotes, this isn’t just for mornings, it’s an all day treating range with bags of personality and flavour. 

How do you feel about winning Product of the Year and what impact do you anticipate it will make?

Winning Product of the Year was a brilliant moment for the brand and the team behind it. We knew there was a real opportunity to bring something fresh into the category, so it’s incredibly rewarding to see that recognised. It’s a great endorsement of what Wagg Chews is all about — everyday treats that still manage to surprise and delight.

We’re hoping it helps drive trial, build trust and shine a bigger spotlight on the range as we continue to grow.

Describe your winning product in three words.

Chunky. Chewy. Tasty.

Source: Product of the Year

  Agency, Inspired Pet Nutrition, Product Of The Year, Sarah Lyle, Wagg Chews