Instinctive Bite

Instinctive Bite is Pet Circle's own premium dog food brand, developed exclusively for the platform in partnership with pet nutritionists. Built on the belief that natural, holistic nutrition is the foundation of a dog's health and wellbeing, every recipe is made in Australia using lean Australian meats, superfoods, vegetables and natural prebiotics — with no artificial colours, flavours or preservatives.

The range is formulated around specific health outcomes rather than just protein variety. Recipes target digestion and immune balance, bone and joint support, healthy metabolism, and sensitive skin and stomachs, spanning both grain-inclusive (brown rice) and grain-free options. Single-protein formulas are also available for dogs with food sensitivities. The range covers puppies and adults across a variety of protein sources including chicken, lamb, kangaroo, duck and salmon.