Wellness Pet Food: Marketing vs. Food Ingredients

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Several weeks ago, I introduced the idea of using a word cloud analysis to check if a given pet food Brand’s marketing messages are consistent with the actual ingredients in their product portfolio.  In today’s post, I will share the results of my analysis of the Wellness Pet Food Brand.


About Wellness Pet Food

Wellness is an East Coast pet food company that makes food and treats for both dogs and cats.  Wellness has several product lines including Complete, Core, Simple Limited Ingredient, and the recently launched TruFood product line.  A prominent tag line on the Wellness site reads: “We do more than make pet food.  We create Wellness.”


Wellness is a relatively expensive line of pet food.  I pulled recent price data and found that their average price is about $4.00 per lb., with a low of $2.00 (for a large, 30 lb. bag) and as high of $15.00 per lb. for some of their smaller, 2 lb. freeze dried bags.


Wellness Marketing Word Cloud

Using the Wellness website ad focusing on their marketing content, I created a word cloud to depict the key words in their marketing verbiage.



Some of the more prominent terms that appear on their site include, in no particular order:

  • Well
  • Nutrition
  • Ingredient
  • Health
  • Healthy
  • Nature
  • Protein


This list, and the entire word cloud in general, represents terms and concepts that are generally consistent with a high quality food.


Wellness Ingredient Cloud

Now we can look at the word cloud from the Wellness dog food recipes.  I used the first fifteen ingredients from the ingredient panel of almost 90 of the foods in their portfolio.



The ingredient word cloud directly reflects the most prominent and pervasive ingredients in the Brand’s foods so it is a good representation of the food.


Some of the more prominent ingredients include:

  • Flaxseed
  • Carrots
  • Tomato Pomace
  • Carrageenan
  • Sweet Potatoes
  • Chicken (in some form)
  • Barley
  • Other animal proteins and fruits and vegetables.


Perception vs. Reality

Overall, the ingredients that are found in the Wellness dog foods do appear to be in line with the Company’s desire to be perceived as a high quality, wellness creating Brand.   This Brand is certainly worthy of consideration when choosing your dog’s food.

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  1. My dogs did really well on Wellness and seem to really like their food and treats! I’m glad they are in line with what they say!

    My cats are another story but they are finicky. LOL
    Lauren Miller recently posted…It’s Not About Being AlphaMy Profile

  2. Don’t have a problem with wellness food. This was cool, I like looking at these posts, interesting.
    Sand Spring Chesapeakes recently posted…Sand Spring 2015 Reflections And 2016 GoalsMy Profile

  3. I used to feed the pups Wellness Core (that’s their grain-free line) back in our kibble feeding days. Wellness was one of several kibble brands I felt good about feeding after having taken a closer look at the ingredient lists of a variety of dog foods.
    Barbara Rivers recently posted…Kibble vs. Raw: An ExperimentMy Profile

  4. I’ve always felt good about Wellness as a brand, especially the grain-free line. I buy it fairly often so good to know you approve of it.
    Lindsay recently posted…What Kind of Dog is Boe? Guess That Mutt & Win Caru Dog FoodMy Profile

  5. It is so important to know what we are buying. Reading ingredients and knowing what they are is good.
    Julie recently posted…Our year!!My Profile

  6. Wellness is one of the kibbles that I feed the boys. We actually found a close out on them after they changed their bag design and found 12 lb. bags for $3.00! Needless to say that I bought every single bag. Haha!
    M. K. Clinton recently posted…BFTB NETWoof News January 4, 2016 #DogNewsMy Profile

  7. We don’t eat their food, but we do have a lot of their treats and they are awesome. Lots of them are pretty colors, but colored from the veggies and fruits, so they are healthy. Great company.
    Emma recently posted…Bailie Goes For A Sniff In The ParkMy Profile

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