Wildcrofts, a new independent dog treat brand, has launched in the UK, bringing a refined range of 100% natural, functional freeze-dried raw dog treats to market. 

Designed for dog owners who refuse to compromise between indulgence and health, the brand is now available online and to selected stockists. 

Using a gentle freeze-drying process, Wildcrofts removes moisture without high heat, helping to retain up to 90% of the naturally occurring nutrients found in whole ingredients. Each recipe starts with high-quality, responsibly sourced protein and is paired with carefully selected whole-food ingredients that are traditionally associated with supporting everyday canine wellbeing, including digestion, immunity, heart, and joint health. 

As a result, Wildcrofts has created a light, highly palatable treat that is gentle on the gut and well-suited to frequent use, including training and dogs with sensitive stomachs. 

The launch comes at a time when dog owners are increasingly questioning the quality and provenance of everyday treats. While premiumisation in pet food continues to accelerate, many treats on the market remain heavily processed and padded with filler ingredients that aren’t necessary.  

Wildcrofts was created to address this gap, offering freeze-dried raw dog treats made from whole ingredients, with no unnecessary additives or fillers, designed to feel indulgent while remaining simple, clean, and functional.  

The initial Wildcrofts range includes three recipes, each developed with a clear role within the dog’s diet: 

• Harvest Delight (£2.99 RRP) – Made with British free-run turkey and pumpkin, this gentle recipe is designed with digestion in mind, using simple ingredients commonly chosen to support gut health and tolerance. 
• Seafood Medley (£2.99 RRP) – Combining wild-caught white fish and salmon with vegetables, this recipe draws on the natural oils and nutrients found in fish, traditionally associated with joint support and mobility. 
• Farmhouse Feast (£2.99 RRP) – Blending British free-run chicken with sweet potato, this recipe uses ingredients commonly associated with heart health and sustained energy, making it suitable for everyday rewarding. 

Sustainability and quality sourcing are integral to the brand’s ethos. Wildcrofts uses Red Tractor Certified British meats, MSC Certified seafood, and operates a low-waste production process, aligning with the expectations of modern premium pet retail. 

Beyond the product itself, the brand has also embedded a give-back commitment into its commercial model. Following launch, Wildcrofts has pledged that for every 10 packs sold, nourishing treats will be set aside for donation to local dog rescue partners. 

Sarah Chung, founder of Wildcrofts, says: “Wildcrofts started with a frustration I think many dog owners share. We’re told to treat our dogs like family, yet so many treats on the market don’t meet the standards we expect from our own food. I wanted to create treats that feel honest, indulgent enough to feel like a real reward but made with purposeful whole ingredients that are good for your dog.” 

Wildcrofts is available now via www.wildcrofts.com and is rolling out to selected stockists across the UK. Retailers interested in stocking the range can get in touch via hello@wildcrofts.com.