About

A bit about us, WYLDR is built by a lifelong dog owner who grew tired of fillers and empty claims, and every recipe and every word is guided by a qualified nutritionist.

Katie McCaul

BSc (Hons), RNutr, The Pet Diet ยท Nutrition & Editorial Reviewer

Katie reviews WYLDR's formulation and every article we publish. She is a Registered Nutritionist with a BSc (Hons) in animal behaviour and physiology and a diploma in naturopathy specialising in nutrition. She began her career as a veterinary nurse, went on to formulate pet foods as a research and development manager, and now consults on evidence-based nutrition for animals, including those with health conditions. She is a member of the Raw Feeding Veterinary Society.

Katie's role at WYLDR is to keep us honest: that our ingredients earn their place, that what we say is accurate, and that our advice is sound. You can find her work at The Pet Diet.

"Most dogs eat better than we think. They're usually just missing a few things their everyday food can't carry. That's what WYLDR adds back, at levels that count, and nothing else."
Katie McCaul, RNutr

Lucy Fitzgerald

Founder

I've been surrounded by dogs my whole life. They give you everything: their loyalty, their joy, their company on the worst days. WYLDR is my way of giving something back.

I started it because I was fed up. The pet world is full of products that sound impressive and do very little: supplements padded with fillers, active ingredients at levels so low you'd have to feed a whole pack to notice a difference, and claims that confuse more than they help. I wanted to cut through it.

So I built the brand I wished existed: true, genuine and honest. Four real ingredients, each at a level that actually does something, and nothing in there that doesn't need to be. If an ingredient can't earn its place, it doesn't go in. If we can't prove something, we don't say it.

I'm no nutritionist, and I've never pretended to be. That's exactly why I built WYLDR around one. Katie, a registered nutritionist, checks every recipe and every word we publish, and I seek professional input at every turn. I'd rather ask the expert than guess.

WYLDR isn't for me. It's for them. Your dog's food is good. We just add what's missing.

My promise to you and your dog

  • Only ingredients that earn their place, at levels that actually count.
  • We will always tell you what's in the pack, and how much.
  • We will never make a claim we cannot stand behind.

Lucy

How we get it right

Every WYLDR article is written by the WYLDR team and reviewed by Katie McCaul, BSc (Hons), RNutr. We use plain, evidence-based language, cite real sources, and describe what ingredients are and what they support. We do not make medicinal claims, and we always point you to your vet when something is a matter for them. We would rather claim less and be right.