From Hollywood Producer to Vegan Dog Food Founder

Issue #170

March 24th, 2025

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In today’s newsletter, we chat with Ella Daines-Smith, the founder of Herbie Wilde.

What inspired your transition from producing Hollywood movies to founding Herbie Wilde? 

After over a decade of working as a film production manager on many amazing Hollywood movies, I found myself facing a far more personal challenge, one that shifted the trajectory of my career entirely. My French Bulldog, Bertie, was chronically ill. She suffered from severe allergies, recurring ear infections, skin issues, and digestive upset. At one point, she became the highest-paying client at our London veterinary practice. Eventually, we were told she would need to be prescribed daily immunosuppressive medication for the rest of her life. 

The options I was presented with in terms of nutrition were extremely limited. Many of the foods on offer contained ingredients we would never use at Herbie Wilde today, including soya, wheat, rice, and maize—ingredients often lacking in nutritional density and quality. Provenance was rarely discussed, and ingredient traceability was dismissed as near impossible. 

Driven by my own experience of health and well-being through plant-based nutrition, I knew there had to be another way. I dedicated myself to working with leading veterinarians and canine nutritionists to formulate a superior, plant-based solution. One that was nutritionally complete, expertly formulated, and prioritized ingredient provenance and quality. And so, Herbie Wilde was born. 

Could you elaborate on the specific health improvements observed in your dog, Bertie, after switching to a plant-based diet, and how this experience shaped Herbie Wilde's mission? 

The turnaround in Bertie's health was extraordinary. Within weeks of transitioning to a carefully formulated, 100% plant-based diet, her chronic skin issues cleared, her digestion normalized, and her energy levels soared. She was finally able to enjoy life as a healthy, happy dog. 

But what became clear to me through this process was that not all ingredients are grown the same. Provenance—knowing where and how our ingredients are farmed—was something the pet food industry told me was impossible to deliver at scale. We went away and proved otherwise. We now source directly from our trusted Growers, ensuring ethical farming methods, nutrient-rich soil management, and a focus on quality over yield. This commitment to sourcing the highest quality ingredients possible became a cornerstone of Herbie Wilde’s mission—to provide uncompromising nutrition, improve canine health, and demonstrate that traceability and sustainability in pet food are not only possible but essential. 

What challenges have you encountered in promoting plant-based diets for dogs, and how have you addressed concerns from pet owners about nutritional adequacy? 

One of the biggest challenges we face is dispelling the myth that dogs need meat to thrive. While dogs are biological omnivores, and fully capable of getting all essential nutrients from a professionally formulated plant-based diet, concerns remain. We address these concerns head-on by ensuring our food is formulated with professional canine nutritionists and backed by veterinarians. 

Additionally, the British Veterinary Association (BVA) has acknowledged that professionally formulated plant-based diets can be nutritionally adequate for dogs. Recent research, including the groundbreaking study by Professor Andrew Knight, has shown that dogs on plant-based diets can live longer, healthier lives, with reduced rates of common health issues and fewer vet visits. 

A frequent worry we hear is about plant protein versus meat-based protein—particularly around digestibility. That’s why we independently conduct in vitro digestibility testing on our recipes, achieving an outstanding 94.5% protein digestibility score. This surpasses many leading meat-based dog foods on the market. 

Your products are described as "the highest-rated premium plant-based dog food in the UK." Can you detail the criteria and evaluations that support this claim? 

We are proud to be the highest-rated plant-based dog food in the UK, as verified by our Trustpilot rating of 4.9/5 and an “Excellent” score. This reflects the feedback of a passionate and loyal community of customers who consistently share remarkable health outcomes, from improved digestion to healthier skin and glossier coats. 

Our recipes are formulated to exceed both FEDIAF and AAFCO standards, and they undergo rigorous quality control and independent testing. Furthermore, we continuously audit our ethical Growers and prioritize sustainable farming practices that enrich soil health and biodiversity. The integrity of our supply chain, combined with the quality and performance of our food, underpins our reputation as the gold standard in premium plant-based dog nutrition. 

Did you raise external capital to launch and scale Herbie Wilde, or have you bootstrapped? What are the biggest financial challenges in bringing a premium plant-based dog food brand to market? 

We’ve bootstrapped Herbie Wilde entirely, investing our own capital to bring our vision to life. This decision allows us to remain unwaveringly true to our mission—without compromise or external pressure to prioritize profit over quality. 

One of the biggest financial challenges has been our insistence on sourcing the best possible ingredients. Walking the fields and knowing our farmers is vital to us; it ensures the integrity and provenance of every ingredient. But this commitment comes at a cost. While this limits our margins, we are unapologetically focused on producing the best possible food for dogs, rather than chasing the highest possible profit. 

What distribution channels have been most successful for you so far - DTC, independent retailers, or partnerships? How do you balance online sales with potential retail expansion? 

Direct-to-consumer (DTC) is currently our most successful channel. It allows us to build meaningful relationships with our community of dog parents, and to provide a seamless subscription model that offers convenience and reliability. 

However, our partnerships with independent retailers are growing steadily. We’re selective about who we partner with, choosing those who align with our values of sustainability, transparency, and education. As we explore retail expansion, we remain focused on balancing growth with brand integrity, ensuring that Herbie Wilde’s standards are upheld at every touchpoint. 

What role does customer feedback play in product development, and how do you iterate on your formulations based on real-world results from dog owners? 

Customer feedback is integral to everything we do. From our original recipes to ongoing refinements, we actively seek out real-world insights from our community. One example is our recent enhancement to increase omega levels—we now include DHA Gold algae oil and cold-pressed rapeseed oil sourced from a UK-based producer to further support joint health, skin condition, and cognitive function. 

We’re often told that Herbie Wilde smells like a herb garden—an unusual and welcome compliment in the pet food space! It’s frequently described as the best-smelling dog food available, which is a testament to the freshness and quality of our ingredients. 

This close feedback loop ensures we continue to innovate and deliver recipes that not only support health but also delight dogs and their owners. 

What’s one big goal you have for 2025? 

2025 is shaping up to be one of our most exciting years yet. We have a groundbreaking new product launch in the pipeline—while we can’t reveal too much at this stage, what we can say is that it’s something truly special, and entirely aligned with our deeply ingrained values of sustainability, transparency, and uncompromising nutrition. 

This launch represents another bold step in our mission to raise the standards of the pet food industry and deliver innovative solutions that support the health and well-being of our dogs—and our planet. We’re growing at pace, and 2025 will be a landmark year for Herbie Wilde as we continue to lead the way in premium, ethical pet nutrition. 

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