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Specifications

Ash: 8.5%
Fat: 8%
Brand: Alpha
Protein: 22%
Food type: Nutritionally complete and balanced food for all adult dogs.

Full description

A "no-nonsense" dog food is usually making a virtue of what it's left out, and this one is honest enough to say so on the bag rather than dress it up.

The composition is cereals first, then meat and animal derivatives (9.0% beef, 4.0% poultry), derivatives of vegetable origin, whole peas (4.0%), oils and fats and minerals. Crude protein comes out at 22.0%, crude oils and fat at 8.0%, crude fibre at 4.0% and crude ash at 8.5%. Feeding scales from 35-250g a day for a dog up to 15kg to 570g or more a day for a dog over 45kg.

Beef (9.0%) and poultry (4.0%) among meat and animal derivatives
Crude protein 22.0%, crude oils and fat 8.0%, crude fibre 4.0%
Whole peas (4.0%) included
Feeding scales from 35g/day (small dogs) to 570g+/day (45kg+ dogs)
Nutritionally complete for all adult dogs
10KG bag

Cereal-led, and it says so. This is a cereals-first recipe rather than a meat-first one, at a price that reflects that: beef and poultry are both named, but neither leads the ingredient list. If a higher-meat recipe matters more to you than the price, this isn't that food, but it is a genuinely complete one at 22% protein.

Who it's for: owners feeding a dog day in, day out on a budget who want a straightforward complete food rather than a premium meat-first recipe, across a 10KG bag that lasts.

Delivery

Tracked UK delivery — your estimated arrival date is shown above and updates automatically. Standard delivery £2.99, and free on orders over £39. Full details on our delivery information page. Delivery information

Returns

14 days to change your mind (the shorter window for food, treats and frozen), no interrogation. Items need to be unused (sensory products unopened, for hygiene). Full details on our delivery & returns page.

Payment

Secure checkout by Stripe — cards, Apple Pay, Link and Klarna. We never see or store your card details.

Common questions

How much beef and poultry does it contain?

Beef at 9.0% and poultry at 4.0%, both meat and animal derivatives.

How much should I feed?

From 35-250g a day for a dog up to 15kg, scaling up to 570g or more for a dog over 45kg.

What's the protein level?

22.0%, with 8.0% crude oils and fat, 4.0% crude fibre and 8.5% crude ash.

Is it a complete food?

Yes - it's described as nutritionally complete and balanced for all adult dogs.

How long does delivery take?

Your estimated delivery date is shown above and updates automatically. UK orders are sent tracked — standard delivery is £2.99, and free on orders over £39.

How do I track my order?

As soon as your order is dispatched we email you a tracking link, so you can follow it all the way to your door.

What if I need to return my order?

You have 14 days from delivery to change your mind (food, treats and frozen items have a shorter window). Just email us with your order number and we’ll send the return steps the same working day — see our delivery & returns page for details.

Alpha Everyday Dog Beef, Chicken & Veg

Complete dry dog food with British beef and chicken, priced for everyday feeding

£15.95

Delivery £2.99 · free over £39

£15.95

Delivery £2.99 · free over £39
14-day returns · free return postage

· tracked · UK mainland estimate · 14-day promise

UK delivery £2.99 · free over £39

Secure checkout by Stripe · Card, Apple Pay & Klarna

Cereal-led, and it says so

This is a cereals-first recipe rather than a meat-first one, at a price that reflects that: beef and poultry are both named, but neither leads the ingredient list. If a higher-meat recipe matters more to you than the price, this isn't that food, but it is a genuinely complete one at 22% protein.

Secure checkout

Tracked delivery

Easy returns

Why we chose it

The price against a genuinely complete nutritional profile is the whole case for this one: 22% protein and a full vitamin and mineral pack at this end of the price list is harder to find than it sounds. We'd rather stock the honest cereals-first bag than pretend a budget food is something it isn't.

— Matt, founder

Why buy from Giddy Pets?

Carefully selected by pet ownersEvery product is chosen and quality-checked by people who actually live with dogs, cats and small pets.
Tracked delivery on every orderUK delivery with tracking as standard — and it’s free when you spend over £39.
UK customer supportReal, UK-based humans read every email — usually Matt, the founder. No bots, no ticket numbers.
Easy returns14 days to change your mind, no interrogation. If it’s not right, we’ll make it right.