When you’re searching for a dog food that bridges the gap between premium quality and reasonable pricing, Naturo might just be the answer you’ve been looking for. This Northern Ireland-based brand has been making waves in the UK pet food market since 2010, and there’s good reason why they’ve earned the title of the UK’s number one natural wet dog food brand for seven consecutive years.
What sets Naturo apart isn’t just clever marketing – it’s their genuine commitment to creating 100% natural recipes without artificial colors, flavors, or preservatives. Founded by John Mackle of Mackle Petfoods, a family business with 50 years of industry experience, Naturo started as a kitchen-table vision to make high-quality natural pet nutrition accessible to everyday dog owners.
Naturo’s approach is refreshingly straightforward: they believe your dog deserves the same quality ingredients you’d expect in human food. This isn’t just marketing speak – they actually use human-grade materials and source ingredients locally where possible. Their facilities in County Armagh maintain full traceability of meat to origin, working with in-house nutritionists to formulate each recipe.
The brand operates on six nutritional pillars: protein, carbohydrates, omega oils, prebiotics, minerals, and vitamins. It’s a comprehensive approach that considers not just what goes into the food, but how those ingredients work together to support your dog’s health. I’ve seen this holistic thinking make a real difference in dogs with sensitive systems.
Naturo offers an impressive variety that’s grown from just 4 products in 2010 to 57 items following their recent rebrand. Their wet food comes in three convenient formats: 400g trays for larger dogs, 100g pouches perfect for small breeds or portion control, and 390g cans that many owners find most practical for storage.
The meat content in their wet foods ranges from 65-80%, which is genuinely impressive for this price point. You’ll find recipes featuring chicken, lamb, turkey, salmon, and beef, each paired with digestible carbohydrates like potato or rice. Their recent 2024 rebrand actually increased meat content in several lines and added gut-health boosters including yucca and prebiotics.
For dry food enthusiasts, Naturo focuses heavily on grain-free options. Their kibble combines primary proteins like chicken and turkey with potatoes, vegetables, and superfoods such as blueberries and spinach. They’ve also developed size-specific formulas – calorie-dense kibble for small breeds and joint-supportive recipes for larger dogs.
Here’s where Naturo really shines in my opinion. They use UK-sourced, traceable meats without rendered by-products, which you can’t say about many brands in this price range. They avoid the usual suspects that cause problems for sensitive dogs: no soy, corn, wheat, or artificial preservatives.
However, there’s one ingredient that’s sparked some debate: carrageenan. This seaweed-derived gelling agent appears in their wet foods, and while Naturo defends it as a natural ingredient, some owners question whether it’s truly suitable for dogs with severe allergies. It’s worth noting that carrageenan is widely used in the pet food industry and is considered safe by regulatory bodies.
The brand also includes omega-3 and omega-6 oils for coat health, probiotics for digestion, and taurine for cardiac support. These aren’t just token additions – they’re present in meaningful amounts that can actually benefit your dog’s health.
The proof is in the pudding, and Naturo consistently receives positive feedback from dog owners. I’ve noticed particularly strong reports about palatability – even notoriously picky eaters seem to take to Naturo well. One owner mentioned their Romanian rescue dog, who had been refusing meals and suffering from chronic diarrhea, completely turned around on Naturo.
Many owners report improvements in coat shine, digestive stability, and weight management, particularly in senior dogs. The brand seems to work especially well for dogs transitioning from lower-quality foods, with owners noting increased energy and better overall condition.
That said, there are some limitations to consider. A few owners have questioned the suitability for diabetic dogs due to the potato content in some recipes. The brand’s availability can also be patchy in supermarkets, with many customers relying on online retailers like Jollyes or British Essentials.
Here’s where Naturo really stands out from the crowd. They’re priced approximately 30% below competitors like Lily’s Kitchen while maintaining similar ingredient quality. Wet food typically ranges from £1.51 to £4.46 per 100g, depending on the format and where you shop.
Their subscription service offers even better value, with 30% off first orders and 5% ongoing discounts. For families feeding multiple dogs or large breeds, the bulk options like 12-pack cans can significantly reduce per-unit costs. If you’re looking for premium quality without the premium price tag, Naturo delivers real value.
Wondering how Naturo compares to other premium brands? You might want to check out our comprehensive Royal Canin review to see how these two very different approaches to dog nutrition stack up.
Naturo hasn’t been resting on their laurels. Their 2024 rebrand wasn’t just cosmetic – they’ve genuinely improved their formulations and expanded their range. The new packaging better communicates nutritional benefits, making it easier for owners to understand what each recipe offers their dog.
The brand is also expanding globally, now exporting to 14 countries and focusing on pet-specialist channels in Europe and North America. They’re developing freeze-dried treats under their Norsh brand and even exploring veterinary-prescription diets. This kind of innovation suggests they’re serious about long-term growth and development.
Naturo works well for a surprisingly broad range of dogs, but it particularly excels for certain groups. Dogs with sensitive stomachs often do well on Naturo thanks to the absence of common allergens and the inclusion of prebiotics for digestive health.
The brand offers specific formulations for all life stages – from puppies needing higher protein and fat content to seniors requiring joint support and easier digestion. Their mini breed formulas are excellent for small dogs who need calorie-dense nutrition in smaller kibble sizes.
Active adult dogs benefit from the high meat content and balanced nutrition, while the grain-free options work well for dogs with grain sensitivities. However, owners of diabetic dogs should consult their vet before switching, as some recipes contain potato which can affect blood sugar levels.
The food is also suitable for dogs transitioning from lower-quality diets. The natural ingredients and absence of artificial additives make it a good stepping stone for owners looking to upgrade their dog’s nutrition without breaking the bank.
As a dog food specialist, I’d rate Naturo as a solid choice that punches above its weight in terms of value for money. It’s not the absolute premium option you’d find in specialist pet stores, but it offers genuine quality at a price point that makes it accessible to most dog owners.
The brand’s commitment to natural ingredients, traceable sourcing, and the absence of artificial additives is genuine and meaningful. The high meat content, comprehensive nutritional profile, and positive real-world results make it a food I’d comfortably recommend to most dog owners.
However, it’s not perfect. The carrageenan debate, limited availability, and questions about suitability for diabetic dogs are genuine considerations. It’s also worth noting that while Naturo is excellent value, there are more premium options available if budget isn’t a constraint.
Overall, Naturo represents exactly what the pet food market needs more of: honest, quality nutrition without the premium price tag. It’s a brand that’s grown from a kitchen-table idea to a £30 million business by focusing on what matters most – making good food that dogs thrive on and owners can afford.
While Naturo is an excellent choice for many dogs, every dog is unique, and so are their nutritional needs. What works perfectly for one dog might not be ideal for another, depending on factors like age, size, activity level, and any health considerations.
That’s why we’ve created a comprehensive questionnaire that takes less than a minute to complete. By answering a few simple questions about your dog, you’ll receive personalized recommendations for the three best dog food brands specifically selected for your furry friend’s needs. It’s completely free and takes the guesswork out of choosing the right nutrition.
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