By
Michaël Maarek
Best Friend Club is a new UK dog food brand that announced its launch on 30 October with two dry recipes for adult dogs, a 10kg bag at £55 and a pledge to fund dog rescues that is written into the company’s constitution. It is a clear, tidy proposition, and our hot take is that the pricing and purpose are stronger than the range.
What does Best Friend Club sell and what does it cost?
The range is chicken and salmon complete dry food, made in the UK, for dogs of 12 months and over. Bags come in 2kg and 10kg, and prices include VAT and UK delivery.
| Size | One-off price | Price per kg |
|---|---|---|
| 2kg bag | £15 | £7.50 |
| 10kg bag | £55 | £5.50 |
| 2kg trial (first plan delivery) | £7.50 | £3.75 |
The per kg column is our own division of the listed prices. The 10kg bag is the sensible buy for anything bigger than a terrier. By the bag’s own feeding guide, a 10kg dog eats 167g a day, so a 10kg bag lasts about 60 days, which works out at roughly 92p a day at the one-off price.
If you would rather have a plan, the brand’s own worked examples at list price run from 69p a day for a 7kg Jack Russell to £1.96 a day for a 36kg Labrador, again with VAT and delivery included.
Source: Best Friend Club (prices checked on 2 November 2026).
How do the chicken and salmon recipes compare?
Both are complete foods with the same headline numbers: 22% protein, 11% crude fat, and about 370 kcal per 100g.
The chicken recipe is built on wheat, barley and 17% chicken meal, with chicken fat and gravy, and it states 369 kcal per 100g.
The salmon recipe swaps in 16% salmon meal with fish oil and salmon gravy, and adds stated omega 3 of 0.4% and omega 6 of 1.2%, at 368 kcal per 100g.
Nutrition is advised by co-founder Lilly Shepherd, a vet, which is where the “vet-backed” label comes from. That is one co-founder’s advice, not an independent veterinary endorsement. The recipes are plain by design: the maker says it wants “clear nutrition and a sensible price” rather than gimmicks, and the ingredient lists back that up. If you want a grain-free or novel-protein recipe, this is not it yet.
How does the trial and plan work?
Eligible new customers can make the first plan delivery a 2kg trial at £7.50, which is 50% off the standard £15 price of a 2kg bag at launch, according to the brand’s terms (dated 8 September 2026). A short quiz of ten questions on breed, age, weight and activity sets the portion, the price and the delivery cycle before you pay.
Read the small print before you start. The trial is the first delivery of your dog’s plan, not a separate purchase, so unless you cancel before the cut-off date shown at checkout the plan simply carries on. The brand says it sends a reminder before that date.
If you change your mind, the terms give you 14 days from delivery to tell the brand, and unopened bags can be sent back within a further 14 days for a refund of the price and standard delivery, subject to the law. Opened food generally cannot be returned for a change of mind.
Changes are free: you can pause, skip, move a delivery, swap recipe or cancel online, and you can add a second dog with its own plan. Bags are whole 2kg or 10kg bags, with the next one timed for when the last is running low.
How does the rescue pledge work?
This is the part that makes Best Friend Club stand out. The company is certified by Social Enterprise UK, and its Articles of Association commit it to giving 10% of operating profits to dog rescue and, if profits are distributed to shareholders, 50% of those distributed profits.
Separately, it has committed £6,000 of first-year cash funding to its launch charity partner, Fetcher Dog, which rescues dogs from Bosnia and rehomes them in the UK. In practice that is £500 a month while the business expects to be loss-making.
The brand’s impact page currently shows £500 passed to Fetcher Dog, 150 meals given to rescue dogs and one dog adopted during the partnership. Those are early numbers and the club says it updates them by hand, so treat the pledge as a promise rather than a track record.
What we think
Our hot take: Best Friend Club has the right basics and the wrong size of range. A clear £55 for 10kg with VAT and delivery included, a vet co-founder advising on the recipes, free changes and a rescue commitment that sits in the constitution rather than a campaign are all things dog owners tend to like.
The limits are plain too. There are two recipes, both for adult dogs, with no puppy, wet or veterinary food and no grain-free recipe, so a household with a puppy cannot use it at all yet. The trial rolls into a plan unless you cancel, and the brand announced its launch on 30 October, so there is no long-term record on either the food or the giving.
For a first-time dog food subscription with a conscience, it is worth a trial bag if your dog is an adult. If your dog needs a special diet, wait for the range to grow. If you are comparing dog options, see our pets boxes, the Woofbox first box offer and our dog advent calendars guide.
Price and Best Friend Club: the essentials
- Price: 2kg £15 and 10kg £55 one-off, VAT and UK delivery included
- Trial: 2kg for £7.50 for eligible new customers, which becomes your plan unless you cancel before the cut-off
- Returns: 14 days to tell the brand after delivery, then 14 days to send unopened bags back
- Recipes: chicken (369 kcal per 100g) and salmon (368 kcal per 100g), both 22% protein
- For: adult dogs aged 12 months and over, no puppy food yet
- Changes: pause, skip, swap or cancel online with no fee
- Giving: 10% of operating profits and 50% of distributed profits to dog rescue, plus £6,000 to Fetcher Dog in year one
Source: Best Friend Club and All Paws Industry (checked on 2 November 2026).
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