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What's actually in Wag?
We analyzed Wag Chicken & Lentils Grain-Free, Amazon's house-brand dry dog food. The first five ingredients are chicken, lentils, chicken meal, tapioca starch, and chicken fat (preserved with mixed tocopherols).
Chicken as the first ingredient is a good start — it's a named, whole animal protein. Chicken meal at position 3 is a concentrated protein source with roughly 3x the protein of whole chicken by weight, so you're getting a genuine double-protein base. The problem is what sits between them: lentils at position 2 and tapioca starch at position 4 are both carb fillers, which tells you the formula leans heavily on plant-based bulk to fill out the kibble. Shop on Amazon →
The good stuff
The double chicken protein base is the strongest part of this formula. Whole chicken first and chicken meal third means animal protein is doing most of the heavy lifting, not plant fillers pretending to be protein. That's better than what you'll find in similarly priced options like Purina ONE (C/58), where by-product meal does the work.
Ground flaxseed and salmon oil together provide a dual omega-3 source — flaxseed for ALA and salmon oil for the more bioavailable EPA/DHA. That's a solid combo for skin and coat health. Dried chicory root is a prebiotic fiber (a source of inulin) that supports gut bacteria, which is a thoughtful inclusion you don't always see at this price point.
The chicken fat is preserved with mixed tocopherols — a natural vitamin E-based preservative rather than synthetic BHA, BHT, or ethoxyquin. That's standard for mid-tier and above, but worth noting since some budget brands still cut corners here.
The not-so-good stuff
Pea protein at position 6 is a red flag. This is a cheap plant protein isolate that inflates the guaranteed analysis protein percentage without providing the complete amino acid profile of animal protein. When you see pea protein alongside lentils, it means a meaningful chunk of the food's "protein" is coming from legumes, not chicken.
The formula contains zero named fruits or vegetables. Tomato pomace — the skin, pulp, and seeds left over after tomato processing — is technically present, but it's a by-product used for fiber, not a whole vegetable. Compare this to Diamond Naturals (B/78) or Blue Buffalo (B/78), which include actual fruits and vegetables like blueberries, cranberries, and spinach for phytonutrient diversity.
The lentil-heavy carb base is also worth flagging. Lentils as the primary carbohydrate have been linked to the ongoing FDA investigation into dilated cardiomyopathy (DCM) in dogs eating grain-free diets high in legumes. The research isn't conclusive, but it's enough to give pause — especially when the formula doubles down with pea protein. There are also no chelated minerals anywhere in the ingredient list, which means lower bioavailability for key trace minerals.
How it compares
Wag's B grade (76/100) puts it at the bottom edge of the B range — meaningfully above C-tier budget options but below higher-quality B-tier brands. Kirkland Signature (B/78) — Costco's house brand — beats it with a cleaner ingredient list, chelated minerals, and actual produce. For a store-brand kibble, Kirkland is the one to beat, and Wag falls a few points short.
On the upside, Wag clearly distances itself from the C range. It outperforms Purina ONE (C/58) on protein sourcing and preservative quality. The double chicken base and omega-3 duo give it more nutritional substance than most budget options. It's a perfectly serviceable B-tier food — just not one that stands out within the tier.
Read the full breakdown in our Wag vs American Journey head-to-head comparison.
The bottom line
Wag Chicken & Lentils earns a B grade (76/100) from KibbleIQ. The whole chicken and chicken meal double-protein base, natural preservatives, and omega-3 combo from flaxseed and salmon oil are all genuinely good. But the pea protein padding, zero real fruits or vegetables, lentil-heavy legume base, and missing chelated minerals cap it at the lower edge of the B tier. If you're buying Wag because it's convenient on Amazon and affordable, you're getting solid B-tier nutrition. If you're willing to spend a few dollars more or make a Costco run, there are higher-scoring options within the same tier. Shop on Amazon →