About Us

We build the function in so they never notice

Dogs don’t think about joint care, digestion, or skin health.

They think about flavour. Texture. The next bite.

OUR MISSION

At Urge, we believe functional treats shouldn’t feel clinical.

Our mission is simple:
Create high-meat, grain-free dog treats that deliver real health benefits — without sacrificing taste, excitement, or instinct.

Because supporting your dog’s health shouldn’t mean lowering their tail-wag standards.

WHY CHOOSE URGE?

We don’t do “treats with a sprinkle of benefit.”

We create purpose-built recipes from the ground up.

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BUILT WITH A PURPOSE

1. Would a dog go crazy for it?

2. Does it genuinely support health or performance?

3. Does it use the best ingredients?

From calming blends with natural L-tryptophan and botanicals, to joint support recipes with glucosamine and chondroitin, to digestive blends with pumpkin and chicory root.

Each recipe is built for long-term wellbeing.

REAL PAW PARENTS. REAL RESULTS.

Matt

I gave my dog Lean Machine and she couldn’t eat it fast enough! Now every time I open the cupboard we keep the URGE in, she loses her little mind so she must have loved it!

Dom

My dog absolutely loves URGE! We take Motion Masters on our walks and suddenly his recall is so much better… Who knew all we needed was URGE. He also gets zoomies when we give him Mighty Munch, doing spins around the living room! I would highly recommend.

Laura

Lola and Marley were obsessed with the Jerky Fillets from the first bite! They vanished so quickly and I had both dogs watching the treat cupboard for more 🐶🐾

Luke

I recently started giving my sausage dog Calming Crew as she was getting a lot of separation anxiety when I left her for short periods of time. Since starting to give her the Calming Crew not only does she enjoy it as a tasty treat, we’ve also seen a marked improvement in her separation anxiety. I plan to continue to give her Calming Crew and look at the other products available from URGE.