How We Developed Our Great British Bakes Collection: Dessert-Inspired Dog Treats Made with Love!
At Wagg Pet Food, we know how much joy a sweet treat can bring—whether to humans or our furry friends! That's why we’re excited to announce the launch of our brand-new Great British Bakes collection: a range of dessert-inspired treats designed specifically for dogs. From Apple Pie and Carrot Cake to Vanilla Cheesecake, these treats are made with your pet’s nutrition and happiness in mind.
Curious about how these tasty new treats came to life? We sat down with our Senior Pet Nutritionist, Sarah McNamara, to give you an inside look at how we developed this exciting new range. Sarah shares her passion for animal welfare, her work at Wagg, and what goes into creating treats that are as good for your dog's health as they are for their taste buds!
Sarah with Bear and Olive
Meet Sarah McNamara: Wagg’s Expert Pet Nutritionist
Sarah has been part of the Wagg family for over six years, and she plays a vital role in ensuring that our products deliver both delicious flavour and top-notch nutrition. Here's a little about Sarah, in her own words:
“I’ve been working as a Pet Nutritionist, now Senior Pet Nutritionist, at Wagg for six years. I originally earned my degree in Equine Science and spent time working in livestock and equine nutrition, analysing ingredients and feed quality for different animals. But my real passion lies in animal nutrition and welfare, particularly gut health and the microbiome."
When Sarah isn’t busy developing treats in our kitchen, she’s enjoying the countryside with her two wirehaired dachshunds, Bear (6 years old) and Olive (4 years old), and her horse, Taz, who she’s had for over 14 years.
“I love hiking with my dogs and riding with Taz—it’s the perfect way to spend my weekends,” she says.
Sarah and Bear hiking in Scotland
How the Great British Bakes Collection Came to Life
We asked Sarah to walk us through the development process of the Great British Bakes range, and she had plenty to share! From the initial brainstorming to the final product, every step was carefully designed to ensure your dogs get the best.
"The process begins with a brief from the brand manager, who tells us what kind of flavour, shape, and size they’d like the treat to be. This is often inspired by what's popular in the market—our Banana and Peanut Butter cookies, for instance, have been a customer favourite for a long time. Based on this, we come up with something unique that sets us apart.
The Nutritionist team works with our Product and Process Technologist to develop a recipe that not only meets the brief but also aligns with our high nutritional standards. We conduct several kitchen trials—imagine a version of your own kitchen, but for dogs! Once we’re happy with the recipe, we send samples for external lab testing to ensure that all the nutrients are exactly where they need to be.
At this stage, we start tasting the treats with our own team of Wagg doggies. It’s an important part of the process because we want to ensure that the dogs not only benefit nutritionally but love the taste, too!"
The Great British Bakes Collection
What Inspired the Dessert-Themed Range?
Sarah shared the inspiration behind the dessert theme for this collection, and it’s rooted in customer insights and trends.
“Our existing line of Banana and Peanut Butter cookies are such a big hit with dog owners that our Wagg Brand Manager Julie noticed a gap between savoury and sweet treats in the pet market. Many owners were already making homemade sweet alternatives, but there was some uncertainty about what ingredients are safe for dogs,” says Sarah.
“We wanted to take that worry away and offer a range of sweet treats that are dog-friendly and packed with benefits. So, we developed three dessert-inspired flavours that are not only safe but delicious!”
The Great British Bakes collection offers a range of classic British desserts transformed into dog treats, including:
How Are the Treats Made?
The process of creating these treats isn’t just about flavour—it’s also about preserving the right nutritional balance. Sarah gives us a behind-the-scenes look at how our Wagg treats are made:
“Our treats are baked, which means we roll out the dough onto a sheet roller and then use molds to create the desired shape and size. The treats are baked gently to lock in flavor and preserve the nutrients. Once they’re baked and cooled, they’re ready to be packed and sent out to dogs everywhere.”
Nutritional Benefits You Can Trust
The Great British Bakes collection isn’t just about satisfying your dog’s sweet tooth—it’s about providing them with added nutritional value.
“All of our Wagg treats are made with added vitamins and minerals to provide a little extra boost to your dog’s daily diet,” explains Sarah. “Plus, since the treats are baked with minimal processing, the nutrients and flavour are preserved to ensure your dog gets the very best.”
Why Dogs (and Owners!) Will Love the Great British Bakes Collection
With flavours inspired by classic British desserts and a formulation that focuses on both taste and nutrition, the Great British Bakes collection is a fun, guilt-free way to treat your dog. Whether it’s an afternoon reward or a little something special, these treats offer a perfect balance of indulgence and well-being.
So why not let your dog indulge in a dessert-inspired treat that’s crafted with care? With Wagg’s Great British Bakes, you can feel confident that your pet is getting all the love and nutrition they deserve—bite after bite.
We’re excited to hear what your dogs think of the new range. Have you tried it yet? Let us know on social media by tagging @WaggPetFood and using the hashtag #WaggBakes.
