Wag came out right when my regular dog food of choice skyrocketed in price. I never ever switch my dogs kibble because of fear of yucky messes that might come with it. I exclusively used one kind for years so I wasn't even sure if that was a potential for my 2 dogs. They both were sick for a week when I switched BUT THEN THEY WERE FINE. They eat it, love it and to them is perfectly good chow. I bought the original bag and 2 more after for about $26. The price then went up to $45 (yeesh). Now I watch the prices regularly hoping and praying they will come down but eventually have to purchase again for more than I ever would have expected or bargained for. Of course the price of my tride and true dog food by Rachel Ray has come down and has been steady for months while I'm cornered in by an amazon brand that I can't find anywhere else, can't clip a coupon for, can't get a discount on and can't really switch because it's an overwhelming process. I asked customer service about it and the Price Match/Adjustment department said they can't match or help in anyway because is an Amazon brand so its policy. Just be warned..if you buy this dog food, you can't shop around and you are liable to the price no matter how much it goes up.