The foundation of every URGE product.
• Supports muscle maintenance
• Fuels active lifestyles
• Delivers the taste dogs love
Found in:
All URGE products across the range
Inside Urge
INGREDIENTS WITH INTENT
REAL INGREDIENTS. REAL PURPOSE.
Every URGE recipe is built with intent. We combine high-quality protein with carefully selected functional ingredients — chosen not just for what they are, but for what they do.
Because treats shouldn’t just taste good. They should do good too.
BUILT FOR REAL LIFE
URGE isn’t about occasional treating. It’s built for everyday use.
Whether it’s training in the park, winding down at home, or fuelling a full-on adventure — every product is designed to fit naturally into a dog’s daily routine. No complexity. No overthinking. Just properly made treats, with a purpose.
FUEL THEIR INSTINCTS
Dogs don’t need complicated.
They need the right fuel.
Dogs don’t need complicated.
They need the right fuel.
That’s why every URGE product is designed to support natural, everyday needs:
• Move freely
• Digest comfortably
• Stay calm when it counts
• Learn, play and perform
• Look and feel their best
Simple idea. Done properly.
What makes URGE different?
Every recipe is built around three things:
REAL PROTEIN
The foundation of every product.
Delivers the taste dogs love and supports strength, energy and everyday health.
FUNCTIONAL INGREDIENTS
Targeted additions that support specific benefits — from digestion and calm behaviour to joint care, coat condition and energy.
ESSENTIAL NUTRITION
Balanced recipes designed to support daily wellbeing, not just occasional treating.
THE GOOD STUFF (AND WHY IT’S THERE)
HIGH-QUALITY PROTEIN
Strength, Energy & Taste
CARROT & SPINACH
Natural Plant Nutrition
Vegetable ingredients providing natural nutrients and plant compounds.
• Supports overall vitality
• Provides natural micronutrients
• Adds variety and enrichment
Found in:
Mighty Munch – Superfood Wraps
TURMERIC
Recovery & Antioxidant Support
A natural plant ingredient used to support recovery.
• Supports post-activity recovery
• Helps maintain antioxidant balance
• Supports active lifestyles
Found in:
Power Pack – Active Bars
SPIRULINA
Nutrient-Dense Superfood
A natural source of amino acids and micronutrients.
• Supports natural vitality
• Contributes to energy support
• Adds nutritional density
Found in:
Power Pack – Active Bars
BLUEBERRIES
Antioxidant Support
Rich in natural antioxidants.
• Helps support cell protection
• Supports active lifestyles
• Contributes to overall wellbeing
Found in:
Pocket Rockets – Training Treats
Power Pack – Active Bars
BANANA
Natural Energy & Palatability
Provides natural carbohydrates and fibre.
• Supports energy levels
• Adds natural sweetness
• Helps with palatability
Found in:
Calm Crew – Calming Treats
FLAXSEED & FLAXSEED OIL
Omega 3 & Coat Support
A plant-based source of essential fatty acids.
• Supports coat shine
• Helps maintain skin hydration
• Contributes to overall condition
Found in:
Shine Squad – Skin & Coat Treats
Power Pack – Active Bars
COCONUT OIL (MCTs)
Energy & Skin Support
Provides medium-chain triglycerides for quick energy.
• Supports energy levels
• Helps maintain skin condition
• Contributes to overall vitality
Found in:
Shine Squad – Skin & Coat Treats
Pocket Rockets – Training Treats
TRYPTOPHAN
Mood & Behaviour Support
An amino acid involved in serotonin production.
• Supports calm behaviour
• Helps maintain emotional balance
• Supports relaxation
Found in:
Calm Crew – Calming Treats
VALERIAN ROOT
Calming Support
Traditionally used to support relaxation.
• Helps promote calm behaviour
• Supports emotional balance
• Ideal for stressful situations
Found in:
Calm Crew – Calming Treats
GINGER
Digestive Comfort
A natural botanical used to support digestive ease.
• Helps support stomach comfort
• Supports normal digestion
• Contributes to overall gut wellbeing
Found in:
Gut Gurus – Digestive Bites
CHICORY ROOT & FOS
Prebiotic Gut Support
Prebiotic fibres that help nourish beneficial gut bacteria.
• Supports a healthy microbiome
• Aids digestion
• Helps maintain gut balance
Found in:
Gut Gurus – Digestive Bites
PUMPKIN
Digestive Support
A natural source of fibre that helps regulate digestion.
• Supports gut health
• Helps maintain digestive balance
• Promotes stool quality
Found in:
Gut Gurus – Digestive Bites
CURCUMIN
Exercise & Recovery Support
A naturally derived compound from turmeric.
• Supports joint comfort after activity
• Helps maintain mobility
• Contributes to recovery support
Found in:
Motion Masters – Joint Care Treats
CHONDROITIN
Joint Protection & Cushioning
Works alongside glucosamine to support joint integrity.
• Supports joint cushioning
• Helps protect cartilage
• Contributes to long-term mobility
Found in:
Motion Masters – Joint Care Treats
GLUCOSAMINE
Joint Structure & Mobility
Supports cartilage health and joint function.
• Helps maintain flexibility
• Supports active movement
• Ideal for active and ageing dogs
Found in:
Motion Masters – Joint Care Treats
YUCCA EXTRACT
Digestive & Odour Support
A natural plant extract used to support digestion and reduce stool odour.
• Supports digestive efficiency
• Helps reduce stool odour
• Contributes to gut comfort
Found in:
Plaque Attack – Dental Chews
BROWN ALGAE
Dental & Oral Care Support
A naturally derived sea ingredient used to support oral hygiene.
• Helps reduce plaque build-up
• Supports fresher breath
• Works as part of a daily dental routine
Found in:
Plaque Attack – Dental Chews
DHA (FROM SALMON OIL)
Learning & Cognitive Support
A key Omega 3 fatty acid that supports brain development and responsiveness.
• Supports learning and engagement
• Helps maintain focus during training
• Important for early development
Found in:
Early Edge – Puppy Treats
Pocket Rockets – Training Treats
SALMON OIL
Skin, Coat & Brain Support
A natural source of Omega 3 fatty acids, including DHA.
• Supports a glossy coat and healthy skin
• Helps support focus and cognitive function
• Contributes to overall vitality
Found in:
Shine Squad – Skin & Coat Treats
Pocket Rockets – Training Treats
Gut Gurus – Digestive Bites
Motion Masters – Joint Care Treats
Calm Crew – Calming Treats
Early Edge – Puppy Treats
2-IN-1, BY DESIGN
Every URGE product does two things:
✔ Delivers great taste dogs love
✔ Provides targeted functional support
Because the best treats don’t just reward behaviour — they support it too.
