For every dog enthusiast in search of high-quality nutrition, Ultra Premium Direct kibble promises top-tier ingredients and a complete feeding solution. Whether your dog is large, small, or somewhere in between, young or senior, these French-made kibbles aim to offer balanced nutrition with or without grains, rich in protein, and tailored to the needs of every canine companion.
In this article, we delve deep into the acclaimed Ultra Premium Direct brand—known for its protein-rich, grain-free or low-grain formulas. We’ll share personal experience, honest opinions about their product range, and an in-depth look at the brand’s reputation in the canine food industry.
Quick Overview of Ultra Premium Direct
| 🌍 Country of Origin | France |
| 🐶 Who is it for? | Puppies (sensitive, small, medium, or large breeds) Adult Dogs (sensitive, small, medium, large, sterilized/overweight) Senior Dogs Hunting Dogs |
| 🌾 Grain-free Range? | Yes |
| 🍖 Flavors | Poultry (chicken and more), Fish, Lamb |
| 🌿 Organic Options | No |
| ⭐ Brand Reputation | Highly regarded in France, established in 2014 |
| 💰 Price | Starts from €3/kg, varies by type and quantity |
| 🏢 Business Type | Independent company, not part of any big group, exclusively selling through their own website |
| 🛒 Availability | Online, solely on official website |
| 📦 Packaging Sizes | 4kg or 12kg for “Super Premium”, “Grain-Free”, and “Love & Care” ranges; 3kg or 8kg for “Protein Boost” |
⏰ In a Hurry? Here’s Our Verdict on Ultra Premium Direct
- With or without grains
- Variety of flavors
- Suitable for all ages and breed sizes
- Affordable pricing
- Complete and balanced nutrition for dogs
Ultra Premium Direct produces high-quality dry food crafted with minimal or no grains and zero additives. Made in France, sold exclusively online, and available in various flavors, their kibbles cater to specific needs at every canine life stage. The protein-rich formula directly targets dogs’ nutritional demands while remaining affordable thanks to direct-to-consumer sales that eliminate retailer markups.
We put Ultra Premium Direct to the test with our dog Maé, a picky eater, and here’s our one-month review:
- Pricing: Competitive and matches other grain-free brands; very reasonable given the French origin and formula promises.
- Shipping: Delivery was flawless and handled professionally.
- Product Range: They cover puppy, small/medium/large dogs, seniors, and sensitive dogs, though there’s limited variety of non-chicken options.
- Packaging: A major strength—the 3kg and 12kg (or 3kg and 8kg for Protein Boost) bags offer sizing flexibility. The unique side-closure system keeps the bag upright and tightly sealed.
- Palatability: Maé, usually fussy and with a poor appetite, now finishes every bowl since switching. She enjoys these more than her previous food.
Pros
- Excellent value for money
- Flavor variety
- Fits all dog types (puppies, adults, seniors, hunting, high-energy, food allergies, etc.)
- Available grain-free recipes
- High protein content
- Transparent formulas
- Sample packs available
Cons
- Limited non-chicken kibble choices
- Only one or two bag formats per recipe (4kg & 12kg, or 3kg & 8kg for Protein Boost)
What is Ultra Premium Direct?
Ultra Premium Direct started with Matthieu and Sophie Wincker, a couple who, frustrated by the lack of quality pet food for their three cats and two dogs, created their own solution. Their aim? To provide premium nutrition for pets without breaking the bank.
Ultra Premium Direct offers kibble based primarily on meat and fish, with or without grains. Their recipes are developed in close collaboration with veterinarians to ensure the quality and suitability of each formula.
Why is Ultra Premium Direct More Affordable?
Premium kibbles often come with a premium price. Ultra Premium Direct, however, has dramatically reduced costs by cutting out distributor and retailer markups, choosing to sell exclusively through their website.
This prevents unnecessary price hikes, allowing customers to buy high-quality, French-made kibbles at rates up to 40% lower than traditional premium brands.
In-Depth Analysis: Ultra Premium Direct Dog Kibble
Ultra Premium Direct features four distinct kibble lines formulated for every type of dog: Super Premium, Grain-Free, Love & Care, and Protein Boost.
The Super Premium line stands out for its value and variety, while Grain-Free focuses on top-quality proteins and the absence of grains—making it ideal for sensitive dogs. Love & Care is crafted for senior dogs, those with allergies, or digestive concerns. Protein Boost caters to highly active dogs needing elevated protein intake.
Super Premium Range
Ideal for:
- Puppies
- Adult dogs (all or specific sizes)
- Sterilized/overweight dogs
- Dogs prone to digestive issues
- Active dogs
Super Premium combines affordable pricing from just €3.9/kg with diversity. Its main grain source is rice—gentle on the stomach and a potent source of energy. Proteins come from chicken, salmon, other fish, and lamb—all premium sources supporting muscle health and vitality.
Some formulas include chondroitin and glucosamine—crucial for joint health and mobility, especially for older or larger dogs. Select kibbles also contain prebiotics for digestive balance and better nutrient absorption.
For dogs of all types and budgets, this line impresses with quality, choice, and accessibility.
Grain-Free Range
Ideal for:
- Puppies
- Adult dogs (all sizes)
- Sterilized/overweight dogs
- Hunting dogs (20–30 kg)
- Dogs with digestive issues
The Grain-Free range offers recipes completely free of grains, focusing on high-quality proteins like lamb and poultry. These kibbles target dogs with specific needs, especially those with digestive sensitivities.
Lamb, in particular, is renowned for its digestibility, making it perfect for sensitive stomachs. Prices are slightly higher than Super Premium but reflect the stricter ingredient selection.
For owners concerned about digestion, allergies, or maintaining top nutritional quality, these kibbles are a compelling choice.
Love & Care Range
Ideal for:
- Adult dogs with food allergies (especially fish-friendly)
- Senior dogs (over 7 years old)
- Sterilized/overweight adults (any size)
The Love & Care line stands out for special formulations for dogs with digestive issues, food allergies, or advanced age. All kibbles in this range contain energy-rich, easily digestible rice and boost specific health benefits—
- Hypoallergenic kibbles enriched with fish and prebiotics to support balanced gut flora and muscle health.
- Senior kibbles provide chondroitin and glucosamine for joint health and mobility.
- Kibble for sterilized/overweight dogs incorporates reduced fat, higher fiber—helping with weight management and healthy digestion.
A go-to for any dog with specific dietary demands—digestive problems, allergies, weight control, or senior support.
Protein Boost Range
Ideal for:
- Active dogs
- Dogs needing higher protein intake
The Protein Boost line features two high-protein formulas—one with 40% and the other with 30.5%. You’ll find fresh chicken and pork in one, and lamb, pork, and cold-dried trout in the other. Created for athletic, working, or particularly energetic dogs, they ensure optimum muscle support and stamina.
Our Experience Ordering from Ultra Premium Direct
Let’s introduce Maé—our taste tester. She’s a Bichon-Griffon-Fox mix, six years old, seven kilos, and unfortunately allergic to chicken. Suspecting a grain intolerance as well, we’ve fed her grain-free since her adoption. Maé isn’t a food-motivated dog and often leaves meals unfinished.
Choosing the Products
We selected Maé’s products accordingly, and each order included a free measuring cup—a practical tool for precise feeding, factoring in your dog’s size, breed, and age.
Delivery Review
Shipping took just three days—seamless delivery with prior SMS notification from the carrier.
Product Discovery
Our test unfolded in three stages—
- Salmon oil on her old kibble: Hoping to boost interest in her current, largely ignored Carnilove food, we tried salmon oil. Initial interest spiked, but quickly faded. Your mileage may vary!
- Ultra Premium Direct kibble (no salmon oil): We followed proper transition protocols. Surprisingly, Maé switched over faster than expected—ignoring her old kibble in favor of the new Ultra Premium Direct formula. Three weeks later, not only is she eager at mealtime, but her skin itchiness has disappeared.
- Ultra Premium Direct kibble with salmon oil: For good measure, we added salmon oil to the new food. She happily devours it, with or without the extra flavor.
In summary, Ultra Premium Direct has been a resounding success with Maé. She continues to enjoy her meals—no signs of boredom, no adverse reactions, and improved comfort.
Customer Reviews of Ultra Premium Direct
Online ratings are overwhelmingly positive, with average scores between 4.5 and 4.7 out of 5. From over a hundred reviews examined, here are the recurring highlights—good and bad:
Benefits
- Product quality: Digestibility and flavor are standout points, with many pets loving their mealtime.
- Fast shipping: Several clients praise the speedy delivery.
- Customer service: Frequently described as responsive, attentive, and effective at solving issues.
- Value for money: Many mention the excellent price-to-quality ratio.
- Subscription convenience: Easy-to-use and budget-friendly.
- Promotions: Cashback and discounts (e.g. €5 off first order with code DOGSPLANET) are appreciated.
- User-friendly website: Navigation on both site and app receives positive marks.
- Packaging: Quality zip-closure bags allow easy opening/closing.
Drawbacks
- Delivery hiccups: Some experienced delays or damaged parcels.
- Price: While better than the supermarket, a few still consider it high.
- Annoying communication: One user cited frequent sales emails/calls as bothersome.
- Palatability variance: Not every dog was wild about the taste; a few owners noted picky dogs or incomplete satiety.
- Price increases: Some remarked on recent price hikes, though most still found good value via subscriptions.
Veterinarian’s Opinion on Ultra Premium Direct
Adel, our consulting vet, weighed in on Ultra Premium Direct’s dog food:
The absence of additives and colorants, combined with formulas specifically tailored for canine nutritional needs, set Ultra Premium Direct apart. Many standard kibbles rely heavily on grains and lack adequate animal proteins—an issue not found here. Dogs, being semi-carnivorous, require at least 18–20% quality animal proteins daily.
Ultra Premium Direct meets this benchmark with protein levels between 25% and 40% (varied by age and size), and an appropriate fat range of 10–15%. These kibbles also include essential additives like vitamin/mineral complexes.
The breadth of the product line means there’s a suitable option for every dog, regardless of age or health needs. Special formulas address common health concerns like allergies or obesity—making these kibbles ideal even for calorie-restricted diets.
Conclusion
In summary, Ultra Premium Direct emerges as an excellent option for dog owners who want top-quality nutrition without the exorbitant price tag. Their diverse product range—from grain-free to high-protein—meets the unique needs of every dog, whether puppy, adult, senior, highly active, or dealing with allergies.
Ingredient transparency and direct-to-customer pricing make Ultra Premium Direct even more appealing. Our own success with Maé only cements our confidence in the brand—they proved to deliver on their promises, pleasing even the fussiest eater.
If you’re serious about your dog’s happiness and health, this is a brand worth your consideration. Feel free to browse their selections or order directly on the official Ultra Premium Direct site and let your dog discover nutrition that’s balanced, wholesome, and truly appetizing.
