Where it all started…


In 2005, Co-Founder Angela Phillips made it her mission to combine years of experience in the Dog Food Industry and her love of breeding and showing Champion dogs, with a passion for pet nutrition and animal wellbeing, to create a trustworthy brand of dog food.

With an increasing number of dogs having allergic reactions and displaying intolerances, it became essential to formulate a hypo-allergenic, single-protein, high quality dog food, containing no genetically modified ingredients. From this, the Challenge dog food range was created, with the aim of producing a complete, single protein pet food to not only keep your four-legged friends happy, but also ensuring that they are in optimum condition – inside and out.

The quality of our food is reflected in the success of the many dogs who have been reared and fed on Challenge; for example, the winners of the Crufts Best in Show 2010 and 2011, as well as the Crufts reserve Best in Show 2014 and the Winner of the Best Vulnerable Breeds at Crufts in 2022.

Our specific brand of nutritional pet food will make sure that any pet is up to the Challenge.

In 2023, we are launching our new range of dog foods with improved formulations offering up to 65% Total Fish Content. We are also launching a range of meat based recipes for those owners who wish to feed their dogs another protein source.

Although some of our products are changing, we are committed to keeping the very ethos of the Challenge brand at the heart of our new foods with recipes that are Hypoallergenic, Single Species recipes, Grain Free and use the finest freshly prepared animal proteins

All product ingredients and properties are listed on the product pages – allowing customers to select the food suitable for their dogs needs.

To all of our Challenge customers

We are writing to advise you, that with regret, we will be ceasing the Challenge Dog Food range from 5pm on Tuesday 30th July 2024.

This decision has not been taken without a great deal of consideration and we sincerely apologise to all of our loyal customers who since 2005, have supported us in feeding Challenge dog food.

Unfortunately, the continuing rises in the cost of manufacture and the regular increases in delivery fees would mean further increases in the cost of your dog food in the coming months in order for our products to remain viable. We do not believe that we can continue to pass on these price rises where we appreciate that many customers are already challenged in this economic climate.

We thank you very much for your support and custom and wish you and your dogs the very best for the future.

The Challenge Dog Food Team