The brand was developed by Offleash'd, a social app and community platform for pet owners. According to the company, ongoing conversations within the Offleash'd community surfaced demand for healthier, more transparent dog food options at more accessible price points.
To develop and manufacture the product, Offleash'd partnered with Dog & Whistle, a pet food product development firm. Offleash'd retains majority ownership and creative direction of Nibble and Wag, while Dog & Whistle handles product formulation, development and execution.
"Through years of direct community conversations both in-person and on the Offleash'd app, pet parents voiced a frustration that premium health was a financial privilege," said Terry James, CEO of Offleash'd and Nibble and Wag. "Pet parents want transparency, sustainability and premium-quality food, but they also need something they can realistically afford month after month. Nibble and Wag was created directly in response to that need."
Gentle dehydration process
The product uses a gentle dehydration process intended to preserve nutrients and flavor while remaining shelf-stable. The company said it incorporates upcycled ingredients where possible and uses environmentally friendly packaging.
"Nothing matters more than access to quality pet food," James said. "This partnership is about combining lived experience, community insight and product expertise to build something real and affordable for pet parents who are too often overlooked by premium brands. We believe every dog deserves healthy food and every pet parent deserves an option that aligns with their values and their budget. Quality should be inclusive."
James and Dog & Whistle co-founder Eric Adams are leading one of the few Black-founded brands in the premium pet food sector.
"At Dog & Whistle, we believe access, not exclusivity, is the future of pet nutrition," Adams said. "Building this brand alongside Offleash'd allows us to apply our unique product and sourcing expertise in a way that honors community insight while helping Nibble and Wag deliver real nutritional value at a price point that works for everyday pet parents."
Nibble and Wag will be available beginning May 15 through NibbleandWag.com and Offleashd.com, with plans to expand across California and into additional markets later in the year.
