Updated 15 Mar 2022
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Step Up Dry Food Puppy

Type of food

Dry extruded complete

Dog types

Pet dogs

Breed sizes

Suitable for toy breed dogs
Adult weight 1-4kg. e.g. Chihuahua, Pomeranian, Yorkshire Terrier
Suitable for small breed dogs
Adult weight 4-10kg. e.g. Beagle, Dachshund, Jack Russell
Suitable for medium breed dogs
Adult weight 10-25kg. e.g. Border Collie, Staffie, Springer, Vizsla
Suitable for large breed dogs
Adult weight 25-45kg. e.g. Boxer, Labrador, Greyhound
Suitable for giant breed dogs
Adult weight 45kg+ e.g. Bernese, Great Dane, Mastiff

Dog ages

From weaning to 12 months

Pack sizes

2kg & 14kg bags


14kg bags = £23.99

AADF rating


At a glance

Natural: Free from added artificial preservatives, antioxidants, colourings, flavourings or other controversial synthetic ingredients
Not high in meat: Contains less than 30% meat ingredients (on a dry matter basis) or meat percentage is unspecified
Hypoallergenic: Free from wheat, maize, dairy products, soya products and artificial additives
Clearly labelled: Each ingredient is clearly and individually stated and there is at least a reasonable indication of the percentages of the main ingredients
Certified nutritionally complete: This food complies fully with the complete food nutrient tolerances as recommended by FEDIAF and/or AAFCO

Price per day

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Mixing bowl:

Chicken Meal (24.5%), Naked Oats (14%), Brown Rice (14%), Barley (9%), Poultry Fat, Peas (5%), Chicken Gravy, Turkey (4%), Apple (4%), Sweet Potato (4%), Hydrolysed Poultry (2.5%), Beet Pulp, Whole Linseed, Brewers Yeast, Fish Oil, Rosemary (0.4%), Mint (0.4%), Minerals, Chicory.

As fed (BETA):

Why is this different from the ingredients list?

Nutritional additives (per kg)

Vitamins: Vitamin A (Retinyl Acetate) 25, 000iu, Vitamin D3 (Cholecalciferol) 2, 500iu, Vitamin E (Dl Tocopherol Acetate) 120mg, Copper (Copper Sulphate Pentahydrate) 32mg, Iodine (Calcium Iodate Anhydrous) 2.4mg, Selenium (Sodium Selenite) 0.33mg, Iron (Ferrous Sulphate Monohydrate) 133mg, Manganese (Manganous Oxide) 16mg, Zinc (Zinc Sulphate Monohydrate) 333mg, Biotin 200mcg.

Typical Analysis

Protein 26.0%, Fat 14.0%, Fibre 3.0%, Ash 7.7%, Moisture 10.0%.

Dry weight nutrients

Above average


Below average

* NFE carbohydrate level (i.e. not including fibre). Level estimated from available data.


14kg bags RRP


Grams per day


Cost per day


Approved supplier:

Step Up To Naturals store finder:

Store finder


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Company info
Name: Pets at Home
HQ: Cheshire, UK
Brands: Ava3030 Ava foods listed
Evolution Naturally
Fishmonger's Finest1111 Fishmonger's Finest foods listed
Pets at Home33 Pets at Home treats listed
Step Up To Naturals1111 Step Up To Naturals foods listed
Wainwright's5757 Wainwright's foods listed66 Wainwright's treats listed
Manufacturer's product description

" Step Up to Naturals - Delicious healthy, natural goodness that, tail waggingly, doesn't cost the earth.

Crammed with all natural goodness our Set Up to Naturals recipes have been carefully formulated to deliver the perfect balance of clean, honest and extra tasty ingredients we know your dog will love.

Made with all natural ingredients wheat free recipes.

Wholesome nutrition that feeds body, mind and spirit.

With added vitamins, fruit and vegetables, omega 3 and whole grains.

Suitable for Puppies from weaning to 12 months

Approximate Dimensions (Product): 71 x 38 x 21cm "

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19 Comments AADF Privacy Policy Sign in to comment
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Katharina 2 months ago

Our puppy had really soft poo and we found out it was the kibble causing it. We changed to Step Up To Naturals and his poop immediately improved and is now.... perfect! It has the most gorgeous brown colour and has a lovely consistency. Just beautiful. :P

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Daymo 11 months ago

Gave our pup really bad squits...we tried it for a month just in case it was something else..but after moving to tails.com she has been alot better.

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Lowri 2 years ago

Can anyone tell me if the ingredients have changed in this since January? We bought a big bag for our puppy around January and he liked it and didn't have any digestive issues. We finished that bag and bought a brand new one, since then our puppy has gone completely off it and it's seemed to have caused him some tummy upsets too. Unfortunately we don't have the old bag to compare ingredients :/

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All About Dog Food Lowri 2 years ago

Hi Lowri. Pets at Home have apparently recently changed to a cheaper contract manufacturer for their private label pet foods and we've been hearing a lot of reports of dogs on P@H foods suddenly coming down with upset tummies so the two are most likely connected.

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disqus_afVzARsQ67 All About Dog Food 2 years ago

the recommended feeding amounts seem to have changed drastically between the old bag and the new bag. any idea if this is correct or a printing error? there doesn't appear to have been any change to the composition so difficult to explain why a dog should now be fed double the amount. might explain shy so many dogs are suddenly experiencing upset stomachs if they're getting too much

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Lowri disqus_afVzARsQ67 a year ago

That could be the case. My cockapoo will only eat what he wants however, so I do think the ingredient change had something to do with his upset stomach. My mum has a 6 year old bichon/jack russell cross who is on the adult version of this food and she doesn’t seem to be affected...really weird! We’ve switched Bertie to Ci grain free food now and he loves it and appears to be gaining weight.

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Kieran 2 years ago

I've put in the food calculator deerhound at 7kg at 8week old and it advises 110grams of food, I'm guessing that's each meal 3-4 times a day? Shouldn't it be atleast 3% of current weight a day across 4 times a day?. he's got big feet to fill and 110grams... My cat eats more than that lol

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James owen 2 years ago

Hi there going to put my puppy staffordshire bull terrier on this. For the money and the nutritional value this stuff looks Brill hes on wainwrights puppy wet food and I use a hand full of dry in with it hopefully will help him thrive. Just want him to be healthy looking for a lean dog with a nice coat

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Hannah N 3 years ago

I have just come across this thread after reading up on raw feeding and comparing it with this brand that I currently feed my puppy. She is now 15 weeks old and I have been using the guide based on her current weight. I have now realised that I have been underfeeding her for the last 6 weeks! No wonder she is always still looking for food once she has finished. Feeling quite guilty now! I have just started her on Natures Menu puppy raw puppy nuggets and hope that this might help combat the horrendous smells that come from her!

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Mrs P 3 years ago

Please can urge Pets at Home to make the feeding information clearer on this packaging. I feel so upset and guilty that we have been under feeding our puppy for 4 weeks! It is NOT clear that the guidelines are based on the anticipated weight of an adult dog. We have been diligently weighing him to ensure that we have fed him the correct amount only to find it’s way under. It’s only a chance conversation with other puppy owners that made us review this, and then I found this thread. At least it’s made me feel bette that it’s not just us!

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Mike Trenery 4 years ago

The calculator on this page for this food is completely wrong. it calculates a 5kg puppy should get 75g @ £14p per day. It should actually be over 200g per day as it should be based on the target weight of the fully grown dog. This is actually problem with the feeding guide on the packaging.

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All About Dog Food Mike Trenery 4 years ago

Apologies for the error Mike. It has now been fixed. To make sure you get the most accurate guide, you should first head to the dog food directory and select the correct age for your puppy as it could make a big difference to the recommended figure. Thanks and all the best

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Mike Trenery 4 years ago

Is the feed guide correct on the pack? I have a Collie pup 8 weeks. It recommends 75g of food a day. James Wellbeloved suggests 240g per day. JW has more protein so I think the Step up guide is much too low, which makes the daily feed price look very low. Very confused and think I have not been feeding my puppy enough.

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Felicia Marsh 4 years ago

I thought this was great for my BT but he’s had really bad diarrhoea since he started on it. I was blaming his treats but he’s not had any for two days and his tummy is still upset. He’s now on chicken and rice and he’s improving already.

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perkyjude 4 years ago

Im confused about feeding amounts. He is a cocker spaniel and 10 weeks old... weighing 3.6kg.. am I supposed to look at medium dog size for measurements.. but that says much higher weights? Confused as to how much I should feed him a day.

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Mike Trenery perkyjude 4 years ago

Me too. Did you every get an answer?

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perkyjude Mike Trenery 4 years ago

Yes Mike, the weight guide in the adult weight your breed of dog will weigh...then look at how many month pup is and thats the amount/.

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Mike Trenery perkyjude 4 years ago

That's really bad, I have been under feeding. That's why it looks good value on this site. So glad I spotted it soon enough.

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