Webbox has been a staple in the UK pet food market since 1988, evolving from modest beginnings to become a recognizable brand on supermarket shelves across the country. As part of Pets Choice Ltd, they’ve established themselves as a brand that tries to balance affordability with nutritional quality, offering everything from budget-friendly options to their more premium “Naturals” range.
Company background and philosophy
The brand’s journey began with the acquisition of EK Animal Feeds, owned by Billy Webb (whose surname inspired the “Webbox” name). Their innovative Chub Rolls, launched in 1992, helped cement their position in the market as a budget-friendly option for pet owners. The company’s philosophy centers around bringing “joy in every moment” to pets and their owners.
Over the decades, Webbox has expanded its product range considerably, with a significant milestone being the 2016 launch of Webbox Naturals. This premium line emphasizes natural ingredients and hypoallergenic recipes, showing the brand’s intention to move upmarket while maintaining its accessible pricing.
Their approach focuses on high-meat recipes, functional additives like prebiotics and omega-3 fatty acids, and stands behind their products with a 100% satisfaction guarantee. This customer-focused philosophy, combined with widespread availability in retailers like ASDA and Tesco, has helped Webbox maintain a solid presence in a competitive market.
Product range overview
Wet food offerings
Webbox offers several wet food options, with their Chub Rolls being perhaps their most recognizable product. These cylindrical wet food rolls market themselves as meat-rich but have faced some criticism regarding ingredient transparency. For example, some reviews point out that their “Beef” variant actually contains primarily chicken, which could pose risks for dogs with specific allergies.
Their Naturals Sausages represent their higher-end wet food offering, containing 34% turkey and 34% chicken, supplemented with brown rice, carrots, and prebiotics for digestive health. With 33.5% crude protein and 20% fat, these products provide high energy density that would suit more active dogs.
Dry food options
The Naturals Dry Dog Food range features grain-free recipes targeting dogs with sensitivities. For instance, their Turkey & Rice variety contains 27% turkey meal along with maize, barley, and rice, delivering 24% protein and 12% fat. These formulations include beneficial additives such as yucca extract (to reduce fecal odor) and salmon oil (for skin and coat health).
Independent analyses generally view these products favorably for avoiding artificial preservatives, though they note the caloric density (approximately 361 kcal/100g) might require portion control for less active pets. Not sure whether to choose Webbox or another option? Read our other review on different dog to compare alternatives.
Treats and functional products
Webbox’s treat selection includes Lick-e-Lix squeezable pastes, Meaty Sticks, and Natural Treat Bars. Their Natural Treat Bars contain 50% fresh meat and avoid artificial colors, though they do contain 8% crude fiber, which may support digestion when given in moderation.
The variety in their treats range shows Webbox’s understanding that treats form an essential part of the relationship between dogs and their owners, providing options for training, bonding and occasional indulgence.
What sets Webbox apart
Webbox differentiates itself in several key ways in the competitive dog food market. Their Naturals line distinguishes them from budget competitors by eliminating artificial additives, gluten, and soy. The recipes integrate vet-approved components like yucca extract, prebiotics, and omega-3-rich salmon oil, aligning with current trends toward functional nutrition.
Another unique selling point is their retail accessibility combined with affordability. Unlike direct-to-consumer brands that operate on subscription models, Webbox leverages supermarket distribution and online platforms for broad availability. A 2kg Naturals dry food bag typically retails at around £16, making it more affordable than many premium rivals while maintaining comparable protein content.
Their 100% money-back guarantee also helps build consumer trust, reinforced by their marketing campaigns and partnerships. These elements position Webbox as a transitional brand between economy and premium segments, appealing to owners seeking better quality without premium pricing.
Nutritional analysis
Looking at the nutritional content of Webbox products reveals a wide range of quality. Their premium Naturals line offers respectable protein levels, with dry food containing around 24% protein and wet options reaching 33.5%. The inclusion of prebiotics for gut health and omega-3 fatty acids for coat condition shows attention to details that impact overall canine wellbeing.
However, their economy lines often use less specific ingredient descriptions like “meat and animal derivatives,” which makes it difficult for concerned pet owners to know exactly what they’re feeding their dogs. The fat content in some wet food recipes (such as 20% in their Sausages) may be excessive for dogs requiring weight management.
The Naturals range generally avoids artificial preservatives, colors and flavors, which is a positive point for dogs with sensitivities. The inclusion of functional ingredients like yucca extract (for reducing stool odor) demonstrates consideration for the practical aspects of pet ownership beyond basic nutrition.
Customer perceptions
Consumer feedback on Webbox products reveals mixed but generally positive responses. Many owners report good palatability, particularly for the Naturals dry kibble and treats like Lick-e-Lix. Dogs with sensitive digestion often show improved stool consistency and reduced flatulence when fed formulas containing yucca extract and prebiotics.
The value proposition of Webbox products, particularly their affordable Chub Rolls (typically £3–£4 per 720g), remains attractive to budget-conscious pet owners. However, criticism exists regarding ingredient transparency, particularly concerning the chicken content in products labeled as other meat varieties.
Quality consistency between different product lines also receives mixed reviews. While Naturals products generally earn praise, some economy lines face criticism for vague ingredients and perceived lower quality. This disparity creates a somewhat confusing brand image for consumers trying to assess Webbox as a whole.
What kind of dogs is this food suitable for?
Webbox offers different ranges suitable for various dogs, though their suitability varies by product line. Their Naturals range, with its hypoallergenic formulations and absence of artificial additives, is particularly appropriate for adult dogs with mild sensitivities or allergies. The balanced protein and fat content in these products makes them suitable for moderately active adult dogs maintaining normal weight.
The higher protein content (33.5%) and fat levels (20%) in their wet food Sausages make these products better suited to more active dogs or those that struggle to maintain weight. Working dogs, particularly those in cooler climates where additional calories are beneficial, might thrive on these energy-dense formulations.
For senior dogs, the more digestible ingredients and added prebiotics in the Naturals line could help with digestion issues that often affect older pets. However, owners of senior dogs should monitor fat intake, as some Webbox products might provide excessive calories for less active older dogs.
Regarding puppies, while some Webbox products might be suitable, they don’t appear to offer specialized puppy formulations with the higher protein and specific nutrient profiles that rapidly growing young dogs typically require. Owners of puppies would be better served looking for dedicated puppy food with appropriate calcium-phosphorus ratios and DHA for brain development.
Is Webbox dog food good? My honest conclusion
After analyzing Webbox’s product range, ingredients, nutritional profile and consumer feedback, I would classify their offerings as ranging from average to good, depending on which product line you’re considering. Their Naturals range represents their better quality offerings, with reasonable protein content, absence of artificial additives and inclusion of functional ingredients like prebiotics and omega-3 fatty acids.
However, I have reservations about their economy lines, which often use vague ingredient descriptions and may contain lower quality protein sources. The inconsistency between product ranges creates a somewhat fragmented brand identity that makes it difficult to make blanket statements about Webbox quality.
The issue with ingredient transparency, particularly regarding meat content in products like their Chub Rolls, is concerning from both an ethical and health perspective. Dogs with specific protein allergies could be at risk if products contain undisclosed or prominently featured chicken when marketed as beef.
Overall, Webbox Naturals represents decent value for money and nutritional quality in the mid-range market segment. It falls short of premium brands in terms of ingredient quality and transparency but offers a reasonable compromise between nutrition and affordability. For pet owners on a budget seeking to avoid the lowest quality options, Webbox Naturals provides a sensible middle-ground option.
A better alternative worth considering
If you’re looking for truly excellent nutrition for your dog, it’s worth noting that Butternut Box consistently ranks as the top choice in our comparison of best dog food brands in the UK. While Webbox offers decent mid-range options, Butternut Box provides human-grade, freshly prepared meals tailored to your dog’s specific needs.
What makes Butternut stand out is their commitment to using real, fresh ingredients with complete transparency about what goes into each recipe. Their personalized portion control and convenient delivery service takes the guesswork out of feeding your dog properly. For a detailed analysis of why many veterinary nutritionists consider fresh food superior for canine health, take a look at our honest Butternut Box review to see if this premium option might be right for your furry companion.
