AATU stands out in the premium dog food market, offering a unique approach to canine nutrition based on evolutionary principles. The Finnish name, meaning “Noble Wolf,” reflects the brand’s philosophy that domesticated dogs should eat diets similar to their wolf ancestors. Founded in 2014 and now under the umbrella of Inspired Pet Nutrition (IPN), AATU has carved a niche for itself with its distinctive formulations and commitment to quality ingredients.
The AATU philosophy
At the core of AATU’s approach is their signature 80/20 formula: 80% single-source animal protein combined with 20% fruits, vegetables, herbs and botanicals. This high-protein, low-carbohydrate ratio aims to provide nutrition that aligns with a dog’s biological needs, offering a commercially prepared alternative that mirrors aspects of raw feeding without the hassle.
The brand emphasizes traceability in its ingredients, particularly sourcing British meats where possible. Their commitment extends to avoiding artificial additives, ensuring products are grain-free, gluten-free and processed using a “low and slow” cooking method to preserve nutritional integrity.
Product range and ingredients
AATU offers both dry kibble and wet food options across various protein sources. Their dry food range includes:
- Free-Run Chicken
- Wild Salmon & Herring
- Duck
- Turkey
- Angus Beef
The wet food line features 90% meat content and comes in recyclable aluminium trays with flavours like Duck & Turkey, Angus Beef and Tuna & Salmon. These can be purchased individually or as part of cost-saving bundles.
What sets AATU apart nutritionally is their “Super 8” blend – a proprietary mix of 8 vegetables, 8 fruits, 8 herbs and 8 botanicals (totalling 32 plant-based ingredients). This diverse plant profile aims to provide phytonutrients and antioxidants to support overall canine health.
Select recipes also incorporate glucosamine (178 mg/kg), chondroitin sulfate (125 mg/kg) and MSM for joint support, potentially beneficial for active dogs or breeds prone to joint issues. If you’re comparing different premium options, you might want to check our Simpsons dog food review as another British brand with quality ingredients.
Nutritional analysis
AATU’s dry dog food formulas typically contain up to 32% crude protein, significantly higher than most commercial kibbles. This protein-forward approach supports muscle maintenance and energy needs, particularly in active dogs.
The absence of fillers like wheat, corn and soy means the food is more nutrient-dense, leading to improved digestion and reduced stool volume – a benefit mentioned frequently in customer reviews. The formulations also include probiotics like Enterococcus faecium to support gut health.
AATU products are free from:
- Artificial colours, flavours and preservatives
- Grains and gluten
- GMO ingredients
- White potatoes (in most formulas)
Sustainability and packaging
The brand is transitioning to more sustainable packaging, with a 2025 redesign focused on recyclable materials and clearer labelling. While this represents progress, some competitors in the premium segment have moved further ahead with fully compostable packaging options.
AATU’s emphasis on British-sourced meats does contribute to a lower carbon footprint compared to brands importing exotic proteins from further afield. Their “low and slow” cooking process may also be more energy-efficient than some conventional methods.
Price point and value
AATU positions itself firmly in the super-premium category, with prices reflecting this. A 5kg bag of their Salmon Dry Food retails at approximately £58.99 (£11.24/kg), placing it among the higher-priced options in the UK market.
For a medium-sized dog, monthly feeding costs range from £45-£70, roughly triple the expense of mainstream brands. However, subscription models can reduce this by up to 20%, providing some relief for regular customers.
The question of value depends largely on what you prioritize. The premium price delivers higher meat content, better ingredient quality and potentially reduced veterinary costs through improved nutrition. Many customers report needing to feed less AATU compared to other brands due to its nutrient density, partially offsetting the higher per-kilo cost.
Customer experiences
Reviews of AATU tend to highlight several consistent benefits:
Improved coat condition is perhaps the most commonly reported positive outcome, with owners noting increased shine and reduced shedding. Some have specifically mentioned reduced tear staining in breeds prone to this issue.
Digestive improvements feature prominently, with customers reporting firmer stools, reduced flatulence and better overall gut health. The high digestibility means less waste, translating to smaller and less frequent stools – a practical benefit for many dog owners.
Palatability receives high marks even among previously fussy eaters, likely due to the high meat content. The main criticism consistently centres on price, though most reviewers who continue with the brand consider it worthwhile despite the premium.
What kind of dogs is AATU suitable for?
AATU’s nutritional profile makes it particularly suitable for active adult dogs who benefit from higher protein levels. Working dogs, sporting breeds and generally energetic canines will find the caloric density and protein content appropriate for their needs.
The grain-free, limited-ingredient formulations make AATU an excellent choice for dogs with food sensitivities or allergies. The single-protein recipes allow for easier identification of potential problem ingredients, while the absence of common allergens like wheat and soy reduces reaction risks.
For senior dogs without kidney issues, the higher protein content can help maintain muscle mass during aging. The added joint supplements in certain formulas may provide additional support for older canines experiencing mobility challenges.
While AATU offers suitable nutrition for puppies in their all-life-stages formulas, the protein levels may be unnecessarily high for sedentary or low-activity adult dogs. Dogs with certain medical conditions, particularly kidney disease, may need more moderate protein levels than AATU provides.
Is AATU dog food good? A specialist’s assessment
From a nutritional perspective, AATU deserves its place among the top-tier dog food options available in the UK market. The 80/20 meat-to-plant ratio closely aligns with canine biological needs, while the diversity of ingredients in their Super 8 blend provides a broad spectrum of nutrients not found in many competing products.
The quality of ingredients is exceptional, with emphasis on named meat sources, traceability and careful processing to preserve nutritional integrity. The absence of artificial additives, fillers and common allergens further strengthens its standing as a premium option.
However, AATU isn’t without limitations. The significant price premium places it beyond reach for many dog owners, and the high protein content isn’t necessary or ideal for every dog. The brand also lags behind some competitors in packaging sustainability, though they’re making progress in this area.
My assessment as a canine nutrition specialist: AATU is an excellent choice for those who can afford it and have dogs that benefit from high-protein, grain-free nutrition. It represents a convenient middle ground between raw feeding and conventional kibble, delivering many benefits of the former with the convenience of the latter. While not perfect for every dog or budget, its formulation principles are sound and ingredient quality undeniable.
If you’re looking for the absolute best in dog nutrition, it’s worth noting that Butternut Box came out as number one in our comparison of the best dog food brands in the UK. Their fresh, gently cooked recipes offer a different approach to premium nutrition, with human-grade ingredients tailored to your dog’s specific needs. Learn more about this top-rated option in our detailed Butternut Box review to see if it might be the perfect choice for your canine companion.
