Ultimates Indulge Dog Food.

The Ultimates Indulge Dog Food Review: Tested & Evaluated 2024

Written By Eloisa Thomas | Canine Coach, Double M.A in Anthropology.
Edited & Fact Checked By Renae Soppe | B.A Journalism & Science. 
Last Updated: 18th January 2024

If you’re looking to switch up your dog’s diet, today’s Ultimates Indulge dog food review covers all there is to know about this SAFCOL dog food. Here are the basics:

  • Ultimates Indulge dog food is made by SAFCOL (South Australian Fishermen's Co-Operative Ltd), one of the largest suppliers of seafood around the world.
  • Ultimates Indulge dog food is made by SAFCOL (South Australian Fishermen's Co-Operative Ltd), one of the largest suppliers of seafood around the world.
  •  It’s available at Coles and Woolworths.

Quick Pick - Our Best Rated Dog Food

Petzyo Dog Food

Our Number 1 Pick
Petzyo Dog Food

  • Ethically sourced Kangaroo, Chicken or Salmon, sweet potato & superfood extras
  • Iron-rich & low fat proteins
  • Three Omega 3 and 6 rich oils with a well balanced 11% fat content
  • Made in Australia

Australia's Ultimates Indulge Dog Food Reviewed

Ultimates Indulge - 5 Star Rating

  • Ingredients: Natural chicken: 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.
  • Named Protein First: Yes.
  • Dog Food Type: Dry and wet dog food
  • Recipe Range: Wet food: lamb in gravy; chicken in gravy; chicken & tuna; chicken & sardine; beef in gravy. Dry food: natural chicken and natural beef.
  • Suitable For: Adult dogs
  • Cost: $$
  • Australian Owned: Yes.

Ultimates Indulge Dog Food Review



Protein content




Although Ultimates Indulge dog food makes both wet and dry dog food, this review will focus on the kibble. I’ve made observations about the ingredients and composition of the wet recipes, but for comparison’s sake, I’ll focus on the chicken recipe. Here’s what you need to know about this brand:

Taste 4/5

Our testers liked this food alright. It is slightly richer in animal-based ingredients than most supermarket kibble, which can explain the empty bowls. Only one of our testers refused to finish his portion, but he’s a picky guy either way so it wasn’t a surprise.

On a less positive note, it’s unclear whether this brand uses artificial or natural flavours, which can be a concern given the history of Australia’s pet food industry [1].

I was happy with the reception of the kibble but would like more information on additives, so I’m giving this brand 4 out of 5.

Ingredients 3/5

For a kibble, this brand does fairly well. The first ingredient in both recipes is animal protein (chicken meal or beef and chicken meal), followed by sweet potatoes, chicken flavour, peas and potato starch. As far as kibbles go, it’s a nice composition. Out of five main ingredients, two are animal-based, and the rest are complex carbs. Our only issue is that potato starch is low in micronutrients and is obviously a way to lower production costs instead of adding nutritional value.

Overall, this kibble is pretty nice compared to most supermarket brands, and it doesn’t include cheap cereals and cereal by-products as fillers.

The wet food, however, is another story. If you’d like to feed wet food instead of kibble, I wouldn’t recommend Ultimates Indulge canned recipes. The ingredients listed in the recipes are unclear at best: “meats (including chicken)” which can come from anything, and “thickeners” as a mysterious ingredient. Since manufacturers try to make their ingredient lists look the best possible, it’s likely the meat for these recipes is at most pet-grade and of dubious quality. I’m concerned with the lack of regulation in Australia’s pet food industry and the use of dangerous preservatives in pet-grade meat [2], so I wouldn’t feed the canned recipes to my dogs. If you’re interested in switching up from a regular kibble diet, try freeze-dried food like Frontier or Ziwipeak wet food range.

I’m giving this brand 3 out of 5 in this category, mainly because of the underwhelming composition of their wet food cans. The kibble is a reasonably good option.

Protein content 3/5

As mentioned above, the main ingredient in all recipes is animal meat. Considering this food is manufactured by SAFCOL, it’s not a surprise. The canned recipes do include fish in many recipes, but Ultimates Indulge kibble only uses chicken and beef.

It’s good to see a respectable 35% minimum crude protein in the kibble recipes. This is well above AAFCO recommendations (18%), and aligns with the marketing of the food. There’s also a minimum 14% crude fat, which again is healthy and will provide your dog with energy all day long.

The type of meat used is probably pet-grade, since it doesn’t state otherwise on the label or the website. While chicken meal is a good enough ingredient, knowing it’s not human grade does make me wonder if it’s full of sulphite preservatives [2]. While this is still the norm among Australian pet food manufacturers, it’s something I’d like to see change.

Related: How Much Wet Food Should You Feed Your Dog?

It would have been nice to see innards added to the recipes, which most of our top-rated dog foods have. If you’re looking for a truly balanced dry dog food [3], maybe give a try to Petzyo (which adds superfoods) or Ziwi peak.

Overall, this kibble does good enough in the protein department, so I’m giving it 3 out of 5.

Additives 4/5

For a supermarket brand, Ultimates Indulge has some nice add-ons. What first jumps out is the presence of chelated minerals. These have been modified to facilitate absorption, and often are only used in high-quality pet foods.

Omega-3 and -6 are relatively high up the list, which is not surprising for a food manufactured by a fish business. Finally, the addition of some probiotics is a welcome sight. Even though  these good bacteria will lose some of their power during the cooking process, they will still act as prebiotics to your dog’s gut microbiome.

Overall, I was happy with the extras in this food, so I gave Ultimates Indulge 4 out of 5 in this category. It would have been nice to see some more variety in the add-ons!

Variety 1/5

I’m giving this brand 1 out of 5 in this category because there is virtually no variety. They offer only 2 kibble recipes (chicken and beef), yet the ingredient lists are the same. In the beef version, the first ingredient only states “chicken and beef meal”, with no other change throughout.

Ultimates Indulge does offer many more cans and pouches, but the recipes are pretty much the same throughout.

Price 4/5

As a supermarket brand, this food is fairly affordable. You’ll likely won’t have issues fitting this one in the budget. It’s likely one of the positives of this brand, so we’re giving Ultimates Indulge 4 out of 5 in this category.

Do Not Buy If…

While this brand might be great for many pups, keep looking if you:

  • Have a dog that cant eat chicken: Both kibble recipes have chicken as the first ingredient. As mentioned above, the “variety” is more marketing than factual.
  • Want to feed canned food: Although the kibble recipes are better than most supermarket brands, the canned options from Ultimates Indulge don’t disclose individual ingredients and there’s a lot of unknown. If you’re bent on serving canned or wet food to your dogs, check out other options from our best-rated dog food list.

Final Verdict

If you’re after a supermarket dog food, Ultimates Indulge kibble is an OK choice to add to your roster. I’d personally spend a bit more and add a meaty topper to boost the protein content, but other than that this food is alright. Of course, I’d pair this with a higher-quality kibble such as Petzyo, just to round up the micronutrient profile.

On the flip side, I’d stay away from the cans and pouches: there’s not enough information on the type of “meat” used and they have too many undisclosed additives.



  1. How is the pet food industry regulated in Australia?”. RSPCA Knowledge Base. Retrieved September 29, 2023.  https://kb.rspca.org.au/knowledge-base/how-is-the-pet-food-industry-regulated-in-australia/
  2. “Are preservatives in pet food a concern?”. RSPCA Knowledge Base. Retrieved September 29, 2023. https://kb.rspca.org.au/knowledge-base/are-preservatives-in-pet-food-products-a-concern/
  3. Elliot, R. May 14, 2022. “What is the safest diet for my dog?”. RSPCA Pet Insurance. Retrieved September 29, 2023.  https://www.rspcapetinsurance.org.au/pet-care/dog-care/safest-diets-for-dogs

Eloisa Thomas

Eloisa Thomas is Gentle Dog Trainers Canine Coach & Anthropologist.

With a double master's degree in Anthropology and awarded a Chancellor's International Scholarship to pursue a PhD in History at the University of Warwick (UK), she's well equipped to write well written and factual canine information that will actually help people understand their dogs better.

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