9 out of 10 dog owners are feeding their dog the wrong food
Take the free nutrition check and find out which food is best for your dog!
Shelter manager, certified canine nutritionist, and lifelong dog lover
• Mid-premium positioning with competitive pricing – Delivers real meat as first ingredient and functional supplements like glucosamine at 10-30% lower cost than Blue Buffalo and similar competitors.
• Grain-free formulas carry DCM risks – Heavy reliance on peas, lentils, and chickpeas places these recipes within FDA’s ongoing dilated cardiomyopathy investigation parameters despite added taurine.
• Clean safety record but limited transparency – Spotless recall history since 2016 launch, but lacks published feeding trials and detailed quality control information that premium competitors provide.
• Strong palatability and digestive tolerance – Consistently high taste acceptance rates, particularly Beef & Pea formula, with 75-78% positive user reviews citing coat improvements and firm stools.
• Petco-exclusive availability limits shopping flexibility – Cannot compare prices across retailers like Chewy or Amazon, though auto-ship discounts and loyalty programs help offset single-source purchasing constraints.
WholeHearted launched in 2016 as Petco’s answer to the growing demand for premium dog food at mid-range prices. The brand was built to compete directly with established names like Blue Buffalo and Wellness, but with a significant price advantage. Petco’s goal was clear: offer quality ingredients, transparent formulas, and functional nutrition without the markup that comes with heavy marketing budgets and national advertising campaigns.
The brand’s core values center on real meat as the first ingredient, no artificial fillers, and formulas that meet or exceed AAFCO standards. WholeHearted emphasizes accessibility—this is premium nutrition for everyday dog owners, not just those who can afford boutique brands. The company has also committed to eliminating artificial flavors, colors, and preservatives across its entire line, aligning with broader industry trends toward cleaner, more transparent pet food.
WholeHearted’s reputation has grown steadily since launch. The brand benefits from Petco’s institutional backing and quality control systems, which has helped it maintain a spotless recall history—a significant trust signal in an industry where recalls are unfortunately common. Customer ratings consistently hover around 4.3 to 4.6 stars across major retail platforms, suggesting solid satisfaction without the polarizing extremes you sometimes see with niche brands.
| Price per pound | $1.15 – $2.90 (dry), $3.00 – $4.00 (wet) |
| Primary protein | Chicken, Beef, Lamb, Duck, Salmon |
| By-products | None |
| AAFCO compliance | Yes (formulation method, no feeding trials) |
| Formula options | Grain-inclusive, grain-free, senior, puppy, wet food, meal toppers, Fresh Frozen line |
| Availability | Petco-exclusive (stores and online), limited at some other retailers |
WholeHearted consistently leads with real meat as the first ingredient across all product lines. You’ll find chicken, beef, lamb, duck, and salmon featured prominently, with meat meals (like chicken meal or beef meal) often appearing as the second or third ingredient. These meals are concentrated protein sources with moisture removed—they’re not low-quality by-products, but rather efficient ways to boost protein density.
The brand explicitly excludes low-quality meat by-products, which sets it apart from budget options. In the grain-inclusive formulas, you’ll see ingredients like “deboned chicken” or “real beef” at the top of the list, followed by whole grains like brown rice or barley. The grain-free lines follow a similar pattern but swap grains for legumes and tubers.
This is where WholeHearted gets complicated. The brand offers both grain-inclusive and grain-free options, but the grain-free line dominates their product range. Grain-inclusive recipes use brown rice, cracked pearl barley, and rice bran—solid, digestible carbohydrate sources that most dogs tolerate well.
The grain-free formulas, however, rely heavily on peas, chickpeas, lentils, pea flour, and sweet potatoes. If you’ve been following the FDA’s investigation into grain-free diets and dilated cardiomyopathy (DCM), this should raise a flag. The FDA has been investigating a potential link between grain-free foods high in these specific ingredients and DCM in dogs, particularly breeds not genetically predisposed to the condition.
WholeHearted’s Beef & Pea formula, for example, lists peas and lentils prominently—multiple legume ingredients appear in the first several positions on the ingredient list. While WholeHearted adds taurine (0.12% in some formulas) to address the theoretical taurine deficiency that may contribute to DCM, research suggests these legumes might interfere with taurine absorption even when it’s supplemented. That means the added taurine could be less effective than hoped.
Here’s the practical reality: true grain allergies in dogs are rare. Unless your dog has a diagnosed grain sensitivity confirmed by a veterinarian, grain-inclusive formulas are generally the safer, more researched choice. The grain-free trend is largely marketing-driven rather than health-driven for most dogs.
WholeHearted includes several functional ingredients that add real value beyond basic nutrition. The large-breed formulas contain glucosamine and chondroitin for joint support—essential for breeds prone to hip dysplasia and arthritis. While the exact concentrations aren’t disclosed on the packaging, their inclusion is meaningful for preventive joint health.
You’ll also find live probiotics in select formulas, which support digestive health and immune function. Omega-3 and omega-6 fatty acids (at 0.5% and 3.0% respectively in the large-breed formula) promote healthy skin and coat. The antioxidant formula includes vitamins E and A, selenium, and zinc—all important for immune support.
Puppy formulas include DHA for cognitive development, and some adult formulas add L-carnitine (100 mg/kg) to support metabolism. These aren’t just marketing buzzwords—they’re functional nutrients with research backing their benefits.
WholeHearted explicitly excludes artificial fillers, corn, wheat, and soy in its grain-free formulas. The brand also avoids low-quality by-products and synthetic preservatives. Wet food and meal toppers use broth as a primary filler rather than grain fragments or unspecified “meat by-products,” which is a quality touch.
WholeHearted’s dry formulas typically deliver 24% to 30% crude protein, which sits comfortably in the mid-range for dog food. The Adult Large-Breed Chicken & Brown Rice formula, for example, guarantees a minimum of 24% protein and 13% fat. That’s adequate for most adult dogs, though highly active or working dogs might benefit from the Active Performance line, which pushes protein higher.
Fat content ranges from 11% to 18% depending on the formula. The grain-free Beef & Pea recipe sits at 14% fat, which is moderate and appropriate for dogs with average activity levels. If your dog is prone to pancreatitis or needs a low-fat diet for medical reasons, you’ll want to look at the specific formula carefully—some of WholeHearted’s recipes are higher in fat than others.
Fiber maxes out around 3% to 5% across most dry formulas. The grain-free Beef & Pea formula lists 5% maximum fiber, which is slightly higher due to the legume content. This can be beneficial for dogs who need help with stool consistency, though it’s worth watching during the transition period—some dogs experience initial gas or loose stools when switching to higher-fiber foods.
Moisture content sits at the standard 10% for dry food. Wet formulas and meal toppers, of course, have significantly higher moisture content, which can help with hydration for dogs who don’t drink enough water on their own.
Most WholeHearted kibbles deliver around 350 to 400 kcal per cup, which is standard for mid-range dog food. This means portion sizes will be comparable to what you’re used to with other premium brands. The meal toppers are low-calorie by design—47 to 67 kcal per pouch—so they can be added to dry food without significantly impacting daily calorie intake.
WholeHearted formulas meet AAFCO nutritional profiles for their designated life stages. The “all life stages” grain-free formulas, for example, are formulated to meet AAFCO standards for both growth (puppies) and adult maintenance. This means the food contains adequate levels of essential nutrients like calcium, phosphorus, vitamins, and amino acids.
What’s missing is published feeding trial data. AAFCO compliance can be achieved either through feeding trials (where dogs actually eat the food and are monitored) or through formulation alone (meeting nutritional targets on paper). WholeHearted appears to use the formulation method, which is less rigorous than actual feeding trials. Brands like Hill’s Science Diet and Purina Pro Plan invest heavily in feeding trials, which gives them an edge in scientific credibility.
WholeHearted works well for adult dogs with average activity levels and no major health issues. If your dog is healthy, eats consistently, and doesn’t have diagnosed food sensitivities, the grain-inclusive formulas offer solid, balanced nutrition at a competitive price. The large-breed formulas with added glucosamine and chondroitin are a smart choice for breeds like Golden Retrievers, German Shepherds, or Labradors who are prone to joint problems.
For picky eaters, WholeHearted’s palatability scores well in user reviews. The Beef & Pea grain-free formula, in particular, gets consistent praise for taste acceptance. If you’ve struggled to find a food your dog will actually eat consistently, WholeHearted is worth trying—especially with the meal toppers available to boost appeal.
The senior formulas earn some of the highest customer ratings in the line, with owners reporting improvements in energy, mobility, and coat condition. The combination of joint support ingredients and moderate protein/fat levels works well for older dogs who need maintenance nutrition without excess calories.
If your dog has a confirmed grain sensitivity, WholeHearted’s grain-free line might seem like the obvious choice—but I’d recommend proceeding with caution. The heavy legume content in those formulas places them squarely within the FDA’s DCM investigation parameters. If you’re going grain-free for medical reasons, have a conversation with your vet about the DCM risks and whether a limited-ingredient diet from a brand with published feeding trials might be safer.
WholeHearted doesn’t offer veterinary therapeutic diets, so if your dog needs specialized nutrition for kidney disease, urinary health, severe food allergies, or other medical conditions, you’ll need to look elsewhere. Brands like Royal Canin, Hill’s Prescription Diet, or Purina Pro Plan Veterinary Diets offer those specialized formulas.
For large and giant breed puppies, there’s a gap in WholeHearted’s lineup. The brand offers an “all breed” puppy formula but doesn’t have size-specific puppy recipes. Large-breed puppies need carefully calibrated calcium and phosphorus ratios to support healthy bone growth without causing developmental orthopedic disease. The lack of a dedicated large-breed puppy formula is a meaningful limitation if you’re raising a Great Dane, Mastiff, or other giant breed.
If your dog has a history of pancreatitis or needs a low-fat diet, check the specific formula carefully. Some WholeHearted recipes have moderate to high fat content, which could trigger flare-ups in sensitive dogs.
Palatability is where WholeHearted consistently earns strong marks. User reviews frequently mention dogs “gobbling it up” or “finally eating without hesitation.” The Beef & Pea grain-free formula appears to be the palatability champion of the line, with owners reporting that even notoriously picky eaters accept it readily.
The brand offers enough flavor variety—chicken, beef, lamb, duck, salmon—to rotate if your dog gets bored or if you want to avoid over-reliance on a single protein source. The kibble size is adapted for small and large breeds, which makes a practical difference for dogs with smaller jaws or senior dogs with dental issues.
The meal toppers are designed specifically to boost palatability. They come in pouches with chicken, lamb, and beef varieties, featuring real meat chunks in gravy or broth. These are low-calorie (47 to 67 kcal per pouch), so you can add them without significantly altering your dog’s daily intake. One reviewer noted that while they work well, you could end up spending $8 to $20 per week if you get your dog “hooked” on them—but also mentioned that WholeHearted’s dry foods are tasty enough that most dogs don’t need the extra incentive.
Wet food uses beef broth as a primary filler, which makes it more aromatic and appealing than kibble. If you’re mixing wet and dry, the combination tends to increase enthusiasm at mealtimes while adding moisture to the diet.
WholeHearted’s positioning is straightforward: premium ingredients at mid-range prices. The brand is consistently described as more affordable than Blue Buffalo, Wellness, and similar competitors while maintaining comparable ingredient quality. You’re essentially paying less because you’re not funding national ad campaigns or boutique branding—you’re buying directly through Petco’s private label.
Specific pricing varies by formula and package size, but WholeHearted generally falls in the $1.15 to $2.90 per pound range for dry food and $3 to $4 per pound for wet food. That’s noticeably cheaper than premium brands that can hit $4 to $6 per pound, while still delivering real meat as the first ingredient and functional supplements like probiotics and joint support.
The value proposition is strongest for the grain-inclusive formulas. You’re getting quality protein, whole grains, and added nutrients without paying a premium for the grain-free trend. If your dog doesn’t need grain-free, you’re getting better value by sticking with the rice and barley recipes.
The Fresh Frozen line, launched in 2023 in partnership with JustFoodForDogs, is priced higher at $6.79 per meal. That’s still competitive within the fresh/human-grade category—brands like The Farmer’s Dog and Nom Nom often run higher—but it’s a significant jump from the dry food pricing. If you’re considering the Fresh line, compare it directly to other fresh options rather than kibble. The Farmer’s Dog review breaks down what you can expect from the fresh food category and whether the convenience and benefits justify the cost.
One practical consideration: WholeHearted is Petco-exclusive, which limits your ability to shop around for deals. You won’t find it on Chewy, Amazon, or PetSmart, and availability at other retailers like Lowe’s is limited to specific formulas. That means you’re relying on Petco’s pricing and promotions. On the plus side, Petco frequently runs auto-ship discounts and loyalty program benefits that can bring the effective price down.
WholeHearted’s production takes place primarily in the United States, with some wet food products manufactured in Thailand. The brand uses Petco-contracted or -owned facilities, though specific plant addresses and manufacturing partners aren’t publicly disclosed. This lack of transparency is a step behind brands like Orijen or Acana, which openly publish their facility locations and quality certifications.
What WholeHearted does have is a clean recall history. There have been no significant recall events or FDA warnings associated with the brand since its 2016 launch. In an industry where recalls are unfortunately common—even among premium brands—this is a meaningful trust signal. It suggests that whatever quality control processes are in place, they’re working.
The brand meets baseline US pet food manufacturing regulations and formulates to AAFCO standards, but there’s no public information about third-party certifications like HACCP, ISO, or SQF. There’s also no published data on testing frequency, microbiological testing, or heavy metal screening. This doesn’t mean these processes aren’t happening—they likely are—but the lack of transparency puts WholeHearted behind industry leaders who publish detailed quality reports.
Petco has made company-wide commitments to ingredient standards, including the 2019 ban on artificial ingredients across all store brands. This policy directly impacts WholeHearted and represents a meaningful step toward cleaner, more transparent pet food.
However, WholeHearted-specific sustainability metrics are not publicly available. There’s no detailed information about ingredient sourcing practices, supply chain audits, animal welfare standards, or environmental impact. The brand doesn’t publish a corporate social responsibility report or sustainability scorecard, which is increasingly standard among premium pet food companies.
Packaging sustainability is also unclear. There’s no information about recyclability, use of post-consumer recycled materials, or efforts to reduce packaging waste. For owners who prioritize environmental impact in their purchasing decisions, this lack of transparency is a limitation.
I work at a local dog shelter where we regularly test different foods to see how they work for dogs with varied backgrounds and needs. For this review, I tested WholeHearted with a dog named Clancy, a five-year-old mixed breed (likely Labrador and Shepherd) who came to us after his owner passed away. Clancy is a gentle, easygoing dog with no major health issues, but he’s been a bit subdued since arriving at the shelter—understandable given the upheaval in his life.
We transitioned Clancy from the shelter’s standard kibble to WholeHearted’s Adult Large-Breed Chicken & Brown Rice formula over about five days, mixing increasing amounts of the new food with his old food. The switch went smoothly—no digestive upset, no refusal to eat. Clancy approached his meals with the same calm, steady interest he shows with most things.
In terms of taste and acceptance, Clancy ate the food without hesitation but didn’t show the kind of excitement some dogs display with new food. He’s not a picky eater, so this wasn’t surprising. He finished his meals at a normal pace and seemed satisfied afterward.
Over the three weeks Clancy ate WholeHearted, I noticed his coat looked a bit shinier—not dramatically, but enough that a few volunteers commented on it. His stools were consistently firm and well-formed, which is always a good sign. Energy-wise, he seemed about the same—still the calm, steady Clancy we’d come to know. He wasn’t more or less energetic than before, which is fine. Not every food change produces dramatic results, and that’s okay.
The practical takeaway: WholeHearted worked well for Clancy. It didn’t cause any problems, he ate it willingly, and his basic health markers stayed solid. For a dog without specific issues, that’s exactly what you want—reliable, consistent nutrition that supports overall health without drama.
WholeHearted earns consistent ratings around 4.3 to 4.6 stars across major retail platforms, with the bulk of reviews skewing positive. Roughly 75% to 78% of reviews are positive, 12% to 15% are neutral, and 7% to 11% are negative.
The most frequently praised benefits include coat and skin improvements. About 40% to 45% of positive reviews mention a shinier coat or softer fur, with some owners reporting visible changes within four to six weeks. Around 15% note reduced shedding, and 12% report resolution of skin problems, particularly with the salmon and grain-free formulas.
Digestive health is another common positive. Around 35% of reviewers mention firm, healthy stools, and 22% report improvement in dogs with sensitive stomachs. Smaller stool volume—a sign of high digestibility—comes up in 8% to 10% of reviews.
Palatability scores high, with 70% to 80% of positive reviews mentioning that their dog “loves it.” The success rate with picky eaters is notably strong at around 65%, which is higher than many competitors. The Beef & Pea grain-free formula and the salmon recipes get particularly strong marks for taste acceptance.
On the negative side, the most common complaint is refusal to eat, mentioned in 9% to 12% of reviews. This is often tied to formula changes—WholeHearted updated some recipes in early 2023, and a spike in negative reviews followed. Around 5% of reviewers report that their dog loved the food initially but refused it after the recipe changed.
Digestive issues appear in 8% to 10% of reviews, mostly diarrhea or loose stools. About 3% report vomiting, and 4% mention excessive gas, particularly with lamb recipes. These issues are often tied to transition periods or formula changes rather than ongoing problems.
Quality concerns are relatively rare but do appear. Around 6% of reviews mention a strange or rancid smell, though this has reportedly improved since 2024. Isolated incidents of mold in bags (1% to 2% of reviews) have been reported, usually followed by quick company action to replace the product.
One user wrote: “My rescue had terrible skin issues, but after switching to WholeHearted salmon grain-free, her coat is glossy and the itching stopped in a month.” Another noted: “Dog loved it for years, then wouldn’t touch the new formula and developed diarrhea. Why keep changing recipes?”
Petco’s customer service response rate to negative reviews is around 60%, which is higher than average for the industry. Most responses offer replacements, refunds, or guidance, and customers generally describe the support as responsive and helpful.
WholeHearted sits squarely in the mid-range premium category, competing directly with brands like Blue Buffalo, Nutro, Wellness, and Nature’s Recipe. The brand’s main competitive advantage is price—it consistently undercuts these competitors by 10% to 30% while delivering comparable ingredient quality.
Compared to Blue Buffalo, WholeHearted offers similar protein levels (24% to 30% vs. Blue Buffalo’s 22% to 34%), real meat as the first ingredient, and functional supplements. The main difference is price and availability. Blue Buffalo has wider retail distribution and stronger brand recognition, but WholeHearted delivers similar nutritional value at a lower cost if you’re willing to shop at Petco.
Against Purina Pro Plan, WholeHearted holds its own on ingredient quality but falls short on scientific backing. Purina invests heavily in feeding trials and veterinary research, which gives it credibility with vets and scientifically-minded owners. WholeHearted doesn’t publish feeding trial data, which is a meaningful gap if research rigor is important to you.
In the grain-free segment, WholeHearted competes with brands like Taste of the Wild, Zignature, and Instinct. The key differentiator is price—WholeHearted is generally cheaper—but the heavy legume content in its grain-free formulas places it in the same DCM risk category as these competitors. If you’re choosing grain-free, the decision between these brands comes down to price, availability, and specific protein sources rather than a clear quality leader.
For owners considering the raw or fresh food category, WholeHearted’s Fresh Frozen line competes with brands like The Farmer’s Dog, Nom Nom, and Ollie. WholeHearted’s pricing at $6.79 per meal is competitive within this segment, though it doesn’t offer the same level of customization or direct-to-consumer convenience as subscription-based fresh food brands.
If you’re comparing WholeHearted to Tucker’s, the brands serve different niches. Tucker’s dog food specializes in raw and freeze-dried ultra-premium nutrition with minimal processing and single-protein formulas. Tucker’s is significantly more expensive and targets owners who prioritize ingredient transparency and raw feeding above all else. WholeHearted, by contrast, offers accessibility and variety for mainstream dog owners who want quality without the premium price tag.
WholeHearted works best for healthy adult dogs with average activity levels and no major medical issues. If your dog is a healthy Labrador, Beagle, or mixed breed who eats consistently and doesn’t have diagnosed sensitivities, the grain-inclusive formulas offer solid, balanced nutrition at a fair price.
The large-breed formulas with added glucosamine and chondroitin are a smart choice for breeds prone to joint problems—think Golden Retrievers, German Shepherds, Rottweilers, or Labradors. The joint support ingredients provide preventive benefits that can help maintain mobility as your dog ages.
For senior dogs, WholeHearted’s senior formulas earn some of the highest customer ratings in the line. Owners report improvements in energy, coat quality, and mobility, which makes sense given the moderate protein and fat levels combined with joint support.
If you have a picky eater, WholeHearted’s palatability scores are strong. The Beef & Pea grain-free formula and the salmon recipes consistently earn praise for taste acceptance. The meal toppers are available if you need an extra boost, though most dogs seem to eat the dry food willingly on its own.
WholeHearted is not ideal for large or giant breed puppies due to the lack of size-specific puppy formulas. The “all breed” puppy recipe doesn’t provide the carefully calibrated calcium and phosphorus ratios that large-breed puppies need for healthy bone development. If you’re raising a Great Dane, Mastiff, or other giant breed, look for a brand with dedicated large-breed puppy nutrition.
If your dog has diagnosed medical conditions like kidney disease, urinary issues, severe food allergies, or requires a prescription diet, WholeHearted doesn’t offer the therapeutic formulas you need. You’ll need to work with your vet and choose a brand like Hill’s Prescription Diet, Royal Canin Veterinary, or Purina Pro Plan Veterinary Diets.
For dogs with confirmed grain sensitivities, the grain-free line might seem like the obvious choice—but I’d recommend caution. The heavy legume content places these formulas within the FDA’s DCM investigation parameters. If you’re going grain-free for medical reasons, discuss the risks with your vet and consider whether a limited-ingredient diet with published feeding trials might be safer.
Honestly, WholeHearted is a solid mid-range option that delivers on its core promise: quality ingredients at an accessible price. It’s not going to blow you away with cutting-edge nutrition or groundbreaking research, but it doesn’t try to. What it does offer is real meat as the first ingredient, functional supplements like glucosamine and probiotics, and a clean recall history—all at a price that’s noticeably lower than comparable brands.
I’d recommend WholeHearted for healthy adult dogs without specific medical needs. The grain-inclusive formulas are the strongest value in the line—they offer balanced nutrition with whole grains that most dogs tolerate well, and they avoid the legume-heavy formulas that fall under the FDA’s DCM investigation. If your dog is a healthy Labrador, Beagle, or mixed breed who eats consistently and doesn’t have diagnosed sensitivities, WholeHearted is a smart choice that won’t strain your budget.
The large-breed formulas with joint support are particularly worth considering if you have a breed prone to hip or joint problems. The addition of glucosamine and chondroitin at this price point is a meaningful benefit, especially for preventive care in younger dogs or maintenance in seniors.
Where I’d hesitate is with the grain-free formulas. The heavy reliance on peas, lentils, and chickpeas places these recipes squarely within the FDA’s ongoing DCM investigation. While WholeHearted adds taurine to address the theoretical deficiency, research suggests these legumes may interfere with taurine absorption. Unless your dog has a diagnosed grain allergy—which is rare—I’d stick with the grain-inclusive formulas. True grain sensitivities are uncommon, and the grain-free trend is largely marketing-driven rather than health-driven for most dogs.
The lack of feeding trial data is a limitation. Brands like Hill’s, Purina Pro Plan, and Royal Canin invest heavily in research and publish feeding trial results, which gives them an edge in scientific credibility. WholeHearted meets AAFCO nutritional profiles through formulation alone, which is acceptable but less rigorous. If research-backed nutrition is a priority for you, you might prefer a brand with published trials.
Would I buy this for my dog? If I had a healthy adult dog with no special needs and wanted quality ingredients without the premium price tag, yes. I’d choose one of the grain-inclusive formulas and feel confident I was providing solid nutrition. If I had a large-breed dog prone to joint issues, the large-breed formula with glucosamine would be a no-brainer at this price point.
Would I recommend it to a friend? For most dog owners, absolutely. It’s a practical, trustworthy choice that offers real value. But if their dog had diagnosed medical issues, needed a prescription diet, or was a large-breed puppy, I’d point them toward brands with specialized formulas and more extensive research backing.
The bottom line: WholeHearted is good, honest dog food that does what it says it will. It’s not the most innovative or research-driven brand on the market, but it doesn’t pretend to be. For everyday dog owners who want quality they can trust at a price that makes sense, it’s a solid choice.
Yes, WholeHearted is Petco’s private-label brand that launched in 2016. It’s manufactured using Petco-contracted facilities, primarily in the United States with some wet food products made in Thailand. The brand benefits from Petco’s institutional backing and quality control systems, which has helped it maintain a spotless recall history since launch.
Unless your dog has a diagnosed grain allergy confirmed by a veterinarian, I’d recommend the grain-inclusive formulas. The grain-free options rely heavily on peas, lentils, and chickpeas—ingredients that fall under the FDA’s ongoing DCM investigation. True grain allergies are rare in dogs, and the grain-inclusive recipes with brown rice and barley are generally safer and better researched. The grain-free trend is largely marketing-driven rather than health-driven for most dogs.
WholeHearted offers similar ingredient quality to Blue Buffalo—real meat as the first ingredient, comparable protein levels (24-30%), and functional supplements—but at a 10% to 30% lower price. The main trade-offs are availability (WholeHearted is Petco-exclusive) and brand recognition. If you’re willing to shop at Petco, WholeHearted delivers similar nutritional value without the premium price tag.
This is a significant limitation in WholeHearted’s lineup. The brand offers an “all breed” puppy formula but doesn’t have size-specific puppy recipes. Large and giant breed puppies need carefully calibrated calcium and phosphorus ratios to prevent developmental orthopedic disease. If you’re raising a Great Dane, Mastiff, or other giant breed, you’ll need to look for a brand with dedicated large-breed puppy nutrition.
No, WholeHearted has maintained a clean recall history since its 2016 launch. There have been no significant recall events or FDA warnings associated with the brand. In an industry where recalls are unfortunately common, this is a meaningful trust signal that suggests their quality control processes are working effectively.
WholeHearted isn’t specifically designed for dogs with severe food allergies. While the brand excludes artificial fillers and low-quality by-products, it doesn’t offer limited-ingredient diets or veterinary therapeutic formulas. If your dog has diagnosed food allergies, you’ll likely need a specialized prescription diet from brands like Hill’s Prescription Diet or Royal Canin Veterinary.
WholeHearted generally falls in the $1.15 to $2.90 per pound range for dry food, which is noticeably cheaper than premium brands that can hit $4 to $6 per pound. The Fresh Frozen line is priced higher at $6.79 per meal, but that’s still competitive within the fresh food category. You’re essentially paying less because you’re not funding national advertising campaigns or boutique branding.
WholeHearted is Petco-exclusive, which limits your shopping options. You won’t find it on Chewy, Amazon, or PetSmart, and availability at other retailers like Lowe’s is limited to specific formulas. This means you’re relying on Petco’s pricing and promotions, though they frequently run auto-ship discounts and loyalty program benefits.
Yes, WholeHearted scores well for palatability. User reviews frequently mention dogs “gobbling it up” or “finally eating without hesitation.” The Beef & Pea grain-free formula appears to be the palatability champion of the line, with around 65% success rate with picky eaters. The brand also offers meal toppers if you need an extra boost to entice your dog.
If you’re considering the grain-free formulas, yes. WholeHearted’s grain-free recipes contain high levels of peas, lentils, and chickpeas—ingredients that fall under the FDA’s DCM investigation. While the brand adds taurine to address potential deficiency, research suggests these legumes may interfere with taurine absorption. The grain-inclusive formulas don’t carry this risk and are generally the safer choice for most dogs.
Yes, the senior formulas earn some of the highest customer ratings in the WholeHearted line. Owners report improvements in energy, mobility, and coat condition. The combination of joint support ingredients and moderate protein/fat levels works well for older dogs who need maintenance nutrition without excess calories. The added glucosamine and chondroitin are particularly beneficial for aging joints.
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