Ultimates Indulge Dog Food Review

Country of originAustralia
Available fromColes & Woolworths

Ultimates Indulge dog food is a product of SAFCOL, so like a certain much talked about current affair it originated from a fish market (or did it?). You’ll find it on the shelves of Coles and Woolworths which don’t have a great track record when it comes to quality pet foods.

In our Ultimates Indulge dog food review we’ll find out if it’s as tasty as other SAFCOL products like their smoked oysters and mussels…

What the marketing says

Ultimates Indulge Dog Food Review

Packaged in a glamorous John Player Special black and gold bag we see the words “NATURAL & GRAIN FREE” in big bold letters at the top of the bag, “Natural Chicken” below a cutesy dog, a picture of succulent chicken breast (as if this food is made from such an ingredient), and the words “HEART HEALTHY OMEGA OILS”.

Some of these are mere marketing – what does “NATURAL” mean anyhow?

What is surprising are the two claims at the bottom of the bag – “Over 50% meat” and “35% protein”. That’s actually very impressive for a dry dog food, especially from the supermarkets. Could Ultimates Indulge dog food be better than we would expect from a supermarket product?

Onwards with the review and we’ll find out!

What the labelling really says

The first (and seemingly main) ingredient is poultry meal. Although this doesn’t scream quality in terms of meat ingredients (and doesn’t ring true with the succulent chicken breast on the packaging) it’s a much better choice of ingredient than the cereal by-products you’ll find as the main ingredient in adjacent supermarket brands. We find another animal ingredient listed third which is natural chicken flavour. Your guess is as good as mine what they mean by this? It’s perhaps similar to poultry oil and poultry digest further down the ingredients, which are all signs of meat rendering, or in laymans terms cooking up a load of poultry “stuff” in a vat. Perhaps these three ingredients are one and the same, split into three for the sake of diversity on the label?

The main carbohydrate is sweet potato, which can be the tasty inside part or the skins. It’s a better option than potato as it’s lower GI, and it’s definitely better than cereal waste. The remaining significant ingredient in Ultimates Indulge is field peas, included in a reasonable moderation, and a source of vitamins, minerals, protein and fibre.

There’s a few nice additions to this dog food, such as an omega 3 & 6 oil blend to support health and wellbeing. It would be nice to know what oils are used so we know the quality, but at least it’s included. We find the vitamins and minerals are a pack form (likely sourced from overseas), but it does state the minerals are in a more absorbent chelated form. Fructo-oligosaccharide is a pre-biotic for gut health (or to boost digestibility of whatever the meat content is), and bacillus subtills as a probiotic.

Ultimates Indulge Dog Food Review

All in all Ultimates Indulge dog food is better than we would expect for a supermarket brand. The clear downsides are we can expect the quality of most ingredients, including the meat content, to be a bit of an unknown. At least it has a bias towards meat rather than alternative fillers.

We hope our Ultimates Indulge dog food review has been of use. If it has, please share, comment, or tell others how useful Pet Food Reviews (Australia) is! Thanks!

Where to buy Ultimates Indulge

Ingredients of Ultimates Indulge

Ingredients of Ultimates Indulge Natural Chicken dry dog food as of June 2021:

Poultry Meal, Sweet Potato, Natural Chicken Flavour, Field Peas, Potato Starch, Poultry Oil, Poultry Digest, Omega 3 & 6 Oil Blend, Potassium Chloride, Complete Vitamins and Chelated Trace Minerals, Choline Chloride, Fructo-oligo-saccharide, Taurine, L-lysine, DL Methionine, Bacillus Subtills. Product protected with mixed Tocopherols and Rosemary

Guaranteed analysis of Ultimates Indulge

Guaranteed analysis of Ultimates Indulge Natural Chicken dry dog food as of June 2021:

Protein(min) 35%
Fat(min) 14%
Crude Fibre(max) 3.5%
Carbohydrates *Estimated 33%
* May be estimated. Read how to calculate carbohydrates in a pet food.

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6.8 Total Score

  • Meat-biased
  • High protein & fat
  • Unknown quality of ingredients


David D'Angelo

David D'Angelo has worked as a scientist since graduating with a BSc (Hons) in 2000. In addition, David holds a CPD accredited Diploma in Pet Nutrition as well as being CPD accredited VSA (Veterinary Support Assistant). However, his experience and involvement in the pet food industry for 15+ years has given true insight into pet food, formulations, science, research, and pet food marketing. Facebook | LinkedIn | Instagram | Pinterest

  1. Can you do the cat food version of this please

  2. Can anyone say they have had their dog losing hair badly. I’ve tried cutting every thing except take the ultimate dry food out of her diet. It’s next to go as nothing else has proved to be the reason why she going baldy and over her legs, hips and going up her tummy and chest. Feet are red raw too. She like this food but I’m wondering. It’s next on my process of elimination to help her. Maybe alergic to grass, but losing hair like she is???? I don’t know.

    • It’s not the dog food I would suggest going to vet because there’s probably an underlying health problem and if the vet says there’s not go to another vet because you obviously have a dodgy vet

    • Reply
      Pet Food Reviews (Australia) April 9, 2024 at 6:06 pm

      Hi Carol, assuming you’ve removed Ultimates from her diet, has there been any improvement? If this is something you’re yet to try I recommend 2 or 3 weeks minimum, perhaps substituting with a hypoallergenic food for a while even if it costs more.

  3. Two bags bought when back on Woolworths shelves. One totally mouldy and second one about 25% so. Had to throw both away as I had not kept Woolworths receipt from this delivery about six weeks ago. Date stamp use by 26 Jan 2025 #217. The first bag was totally moldy. I know Woolworths didnt stock this product for a while so i was so happy to see it on the shelves again. My mistake. Very disappointing and expensive for me.

  4. Almost certain they have changed some ingredients. I’d fed my older pup this for months with no issue, and now all of a sudden he has chronic diarrhoea whenever he has more than a spoonful

  5. I’m trying to buy ultimate indulge dry dog food.
    It isn’t in woolworths or Coles & Pet barn or petstock.
    Any suggestions as this is the only dry food my dogs will eat

  6. I started giving my dog this after feeding him Royal Canine digestive because he has a sensitive stomach, however he still had problems with his health and bowel movements, since feeding him Ultimates his health has improved 100%, he has so much energy, he can jump up on his chair again and his bowel movements are regular and improved out of sight. He loves it and I love the fact that I don’t need to visit the vet other than his regular check ups. I recommend this product to all of my friends.

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