According to the manufacturer, its new and improved range has been “significantly enhanced”, with meat ingredients now forming the largest content at 28%.
Following the move, the brand now claims to have 80% more meat ingredients than its leading branded competitor.
The brand’s logo and pack colours have also been re-styled in the move, in a bid to “achieve more prominence on the shelf”.
The kibbles are highlighted on the pack front, for example, which also features “more transparent” flavour and ingredients information.
The new format is now available in-stores across its suppliers, and is obtainable in the same formats and sizes as previous, including Wagg Worker, Wagg Senior, Wagg Complete, Wagg Moist Meaty Chunks, Wagg Treats and Wagg Puppy.
Lucy Stones, brand marketing manager, said: “These nutritional improvements put clear water between Wagg and its competitors and the brand is meatier and mightier than ever. In addition, dog owners are getting these benefits at no extra cost as the price remains the same.
“During trials 7 out of 10 dogs clearly preferred the new recipe and backed by this strong endorsement, I am confident the new-look Wagg will prove a big hit with consumers.”