Newcastle upon Tyne · Own-brand dog food
Proper food, made for your dog. Delivered by a Geordie.
Dry or raw, two minutes on your phone. We work out the recipe, the exact daily portion and how often to deliver — then bring it round in our own van on your street’s run day, timed so you never run out.
No card to see the price · Half price first bag · Price locked for 12 months
Not sure? Get a free sample first · Just want a bag? £4.50/kg, delivered on your run day
How it works
Three steps. Then you never think about dog food again.
Tell us about your dog
Breed, age, weight, how active they are, anything that upsets their tum. Two minutes — or on our phone at your door.
We do the maths
The energy formula vets use picks the recipe and works out grams per day. You see the price, and the working, before you give us anything.
We deliver it ourselves
Our van, your street, the window you picked. A message when we're three stops away and a photo when it's dropped.
The food
Four recipes. One of them is right for your dog.
All complete and balanced to FEDIAF guidelines, made by E&S Feeds in the Yorkshire Dales — a family mill making dog food since 1976. We put it in a better bag and bring it to you.
Standard
Pick a recipe and a bag size. Buy once, or set a schedule. For people who already know what their dog likes.
- 2kg / 6kg / 12kg bags
- One-click reorder from your account
- Half price on your first bag
Tailored
Same food, same price per kilo. The £2.50 buys the work around it: the quiz picks the recipe, works out the daily portion in grams, times the deliveries, and puts your dog's name and their number on the bag.
- Recipe, portion and frequency worked out for your dog
- Portion re-checked every drop, and whenever they gain or lose
- Puppies re-portioned every month, automatically
- Free recipe swaps if they go off it · price locked 12 months
Flat, whatever size your dog is. A Labrador owner pays the same £2.50 as a Jack Russell owner — we used to charge by the kilo, which meant the big dogs paid four times over for the same phone call.
Chief taste-testers
Meet Remy and Honey.
Every recipe we sell has been eaten — enthusiastically — by these two first. They're the two wagging tails in our name, and every week they give away a month of food to a Newcastle dog on TikTok.
The Wey Aye promise
Seven things the big brands get wrong. We put them in writing.
These aren't slogans. Every one of them is the thing their own customers complain about most — go and read the one-star reviews of any national dog-food subscription and you'll find the same seven, over and over. Each of ours is in the terms, so it's a contract, not a mood.
One tap to cancel.
From your account, on your phone, at 11pm on a Sunday. No phone call, no email, no "reason for leaving", no retention offers you have to click past. It stops the second you tap it and we email to confirm.
A person, the same day.
WhatsApp goes to the two people who actually load the van. Seven days a week, and usually within the hour. No bot, no ticket number, no "1–2 working days".
No surprise charges. Ever.
An email three days before every charge with the amount in it, and the date on every screen. Skip, change or cancel right up to the moment it goes.
Frozen never sees a courier.
Our van, our freezer, straight into your hands or the cool box you leave out. If a pack is ever soft when it reaches you, we replace it free and you keep the first one.
Won't eat it? We take it back.
Tell us in the first two weeks and we swap the recipe free and lift the food you don't want on the next run. You're never left with a cupboard of something your dog turned its nose up at.
We won't change the recipe behind your back.
If an ingredient changes, you get an email before it ships, saying exactly what changed and why — and a free swap or a clean stop if you'd rather not. Nothing gets quietly reformulated.
Your price, locked.
Twelve months from the day you join, and the offers we run for new customers are open to you too. If it ever has to change, thirty days' notice and you can walk.
Questions
The things people ask us at the door.
Is it actually made for my dog?
The recipe is one of four proven, complete kibbles. What's tailored is which one, how much per day, and how often it arrives — worked out from your dog's weight, age, activity and sensitivities using the same energy formula vets use. No dog needs a unique recipe; every dog needs the right portion.
Where do you deliver?
Newcastle upon Tyne to start — NE1 to NE7, NE12, NE13 and NE15. Gateshead, North Tyneside and Sunderland are next. Put your postcode in at checkout and we'll tell you straight away.
How does the subscription work?
A bag arrives every 2, 3, 4 or 6 weeks — the engine picks the gap so it lands the week the last one runs out. We charge three days before delivery and email you first. Skip, pause, change the date or recipe, or cancel from your account in one tap.
What if they won't eat it?
We'll swap it for another recipe, free, no questions. Message us on WhatsApp.
Who makes it?
E&S Feeds (Cobbydog) in the Yorkshire Dales, a family business since 1976. We're registered as a feed business with Newcastle City Council Trading Standards. Batch numbers are on every bag.