2017
The dog this is all for
Dude
Dude came to us in 2017. A Shih Tzu cross, bred far too closely by someone who shouldn't have been breeding at all.
He arrived with arthritis already in his back legs.
Dude
2017 — 2026
Wagbowl · Lahore
We didn't set out to start a dog food company.
We set out to feed one dog better. Everything since — the recipes, the kitchen, the freezer, the van at your gate — came from working out how to keep doing that properly, at scale, without cutting the thing that made it work.
2017–2020
Everything on the shelf
Nothing we bought helped
We bought the best food we could find. Imported wet food. Imported dry food. The expensive bags.
Nothing changed. Every year his back legs got weaker. Every year he moved a little less.
2020
Then the shelves emptied
So we started reading
Covid hit. Imported food got expensive, then it got hard to find at all.
So we stopped buying and started reading. Joints, diet, what a dog actually needs. We took it to veterinarians and a food technologist, and changed what Dude ate, one thing at a time.
May 2022
The first bowl
The recipe we built for him
In May 2022, Dude ate the first bowl of it.
2023
He ran
Walking more. Then running.
By the start of 2023, a dog who had almost stopped moving was walking more. Then running.
The arthritis never went away. He just stopped letting it win.
He got years he wasn't supposed to get, and he spent them being properly himself.
Dude died in July 2026, nine years old. Every recipe on this site traces back to him.
August 2023
So we shared it
Pakistan deserved its own
If it did that for Dude, other dogs here deserved the chance too.
Imported food costs more every year, and you can't count on it being there. It was about time Pakistan had its own.
So in August 2023, the three of us — my mother, my sister and me — turned Dude's recipe into Wagbowl.
Same people, same kitchen, the same way every time
Shug cooks, with the same small team beside her. Not a contract kitchen, not a rotating shift. The same hands, every week.
- Meat sourced and checked — by us, before it goes near a pot
- Everything weighed — same ratios, every batch. No eyeballing
- Cooked and frozen the same day — which is why there's nothing in it to keep it
- Every pack carries its cook date — hold yours up against the day it arrived
Every pack can be traced to its batch, the day it was cooked and who cooked it. We work to HACCP food-safety principles.
Standing rule
Five things that never get in, at any stage
-
PreservativesWe freeze instead. That's the whole trick, and it's why your order arrives solid. -
Meat mealRendered, powdered, unidentifiable. If we can't tell you what animal it was, it isn't food. -
ColourantsDogs don't shop with their eyes. Colour in pet food is aimed at you. -
"Flavourings"Real meat doesn't need a flavour sprayed on afterwards. -
Rendered fatCheap calories with nothing attached to them.
Dry food runs around 10% moisture. Ours runs around 70%. We'll leave you to think about what a lifetime of the first one asks of a dog's body.
Now let's talk about your dog.
Sixty seconds — name, weight, and what's been bothering you. We'll come back with a plan and a per-day price.
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