The James Wellbeloved (“JWB”) online loyalty programme (the “Programme”) is offered by James Wellbeloved, a division of Direct2Pet Europe B.V.

These terms and conditions govern the Programme, including without limitation the collection and use of points which can be redeemed as a discount against future purchases (“Points”).

1. Membership

1.1 The Programme is open to all UK residents aged 18 years or above. The following individuals are not eligible to join the Programme: (i) wholesale customers; (ii) members of the JWB Breeder Club; (iii) employees of JWB or any other Mars group company (unless that employee is acting in their personal capacity, and using their personal email address); or (iv) employees of JWB or any other Mars group company placing orders on behalf of a customer (including but not limited to employees placing orders on behalf of Guide Dogs customers).

1.2 The Programme only applies to orders placed on https://wellbeloved.com/ (the “Website”). Therefore, Points can only be earned and redeemed on the Website, on orders shipped to an address in the UK.

1.3 Any individual who has an active account on the Website prior to the launch of the Programme (an “Existing Customer”) will be automatically enrolled in the Programme (subject to that individual fulfilling the eligibility requirements set out in clause 1.1). If an Existing Customer has more than one account on the Website, only one account will be enrolled in the Programme.

1.4 No purchase is necessary to create a Programme account (an "Account") and participation in the Programme is free of charge. To join, visit the Website and create an Account with a valid email address and password.

1.5 Each member of the Programme (a "Member") will receive an account that is tied to their unique, valid email address. Accounts and Points are not transferable and Members must not use Accounts or Points for sale, resale or barter.

1.6 Members are responsible for notifying JWB if their details change or if they become aware that their Account and/or password is being used by a third party. Members can keep their Account information up-to-date by logging into their Account on the Website and visiting the "My Account" link in the header of the Website homepage.

1.7 JWB may contact you to discuss your participation in the Programme, including any Points earning opportunities which might be available to you.

1.8 You can view a summary of your Account on the Website. After logging onto the Website, simply click on "My Account". You may also view your Points balance, earning history and redemptions made within "My Account" by clicking on "Your Rewards" in the profile navigation.

1.9 You may cancel your Programme membership at any time by contacting help@wellbeloved.com or by calling on 0800 731 2301. Upon cancellation, any unused Points accrued in your Account will be forfeited and cannot be redeemed.

1.10 JWB may (at its sole discretion) suspend, restrict or revoke any Member's Account at any time if that Member:

(a) breaches these terms and conditions;

(b) is misusing Points; or

(c) acts in any way which could harm the Programme or any of its Members (including but not limited to using or promoting illicit technical aids in order to earn Points, such as software or other means that create an automatic online interaction with JWB).

1.11 You do not have a right to transfer or sell Points earned or granted. If you attempt to, or do, transfer or sell Points, JWB may re-claim or cancel Points still held in your Account, cancel those Points transferred or sold to a third party and/or suspend or terminate your Account. JWB’s decision in respect of such breach shall be final and conclusive.

1.12 You must use the Programme solely for its intended purpose and must not use the Programme for the benefit of any third party.

2. Silver Members

2.1 Once a Member has placed orders with a cumulative value of £600 on the Website in one calendar year, they will be upgraded to silver membership and will receive additional benefits compared to standard Members (a “Silver Member”). Once a Member has passed the spending threshold to become a Silver Member, that Member will immediately be classed as a Silver Member and will remain as such for the remainder of that calendar year and the next calendar year (i.e. if you spend £1,000 in 2023 and become a Silver Member, you will remain a Silver Member for the rest of 2023 and the duration of 2024).

2.2 In order to remain a Silver Member, you must place orders with a cumulative value of at least £600 on the Website each calendar year. If you are a Silver Member but fail to reach the spending threshold in a calendar year, your status as a Silver Member will expire at the end of that calendar year (and from 1 January of the next calendar year you will be downgraded to standard Member status). For example, if you were a Silver Member for 2024 by virtue of satisfying the spending threshold in 2023, on 1 January 2024 your spend towards the Silver Member threshold resets to £0, and you must spend £600 in 2024 to remain a Silver Member for 2025.

2.3 Silver Members only will benefit from pre-sales offers and additional discounts, as notified to Silver Members by JWB from time to time. JWB has no obligation to provide a minimum number of such pre-sales offers and additional discounts, and any such offers made to Silver Members will be at JWB’s sole discretion. Silver Members will still be entitled to receive benefits available to standard Members (and all references to ‘Members’ in these terms and conditions shall include Silver Members).

2.4 Within your Account summary on the Website, you can view whether you are a standard Member or Silver Member. The membership tiers will be listed within your Account summary, and your current tier of membership will be highlighted in a box.

3. Earning Points

3.1 Any Existing Customer will be automatically assigned 60 Points on launch of the Programme.

3.2 Members can earn Points in the following ways:

(a) by purchasing JWB products on Website, as set out in clauses 3.8 and 3.9 below (“Purchase Points”);

(b) on the occurrence of certain actions or events, as set out in paragraphs 1 and 2 of Appendix 1 (“Bonus Points”); or

(c) by any other means as specified by JWB from time to time.

3.3 To earn Points you must be logged in to your Account during checkout of the relevant purchase, or when you take the relevant action. Therefore, you are not able to earn Points on purchases made, or actions taken, prior to creation of your Account.

3.4 All Silver Members earn Points (regardless of how the points are earned) based on a rate that is 25% higher than the standard Member's rate (i.e. if a standard Member earns 8 Purchase Points on a transaction, a Silver Member receives 10 Points for the same transaction).

3.5 Points will be provided “as is” with no warranty or guarantee, either express or implied, by JWB.

3.6 Point earning opportunities are offered at JWB’s discretion and may change at any time. Current Points earning opportunities can be found within your Account summary on the Website.

3.7 There is no limit on the number of Points you can earn.

Earning Purchase Points:

3.8 Members earn one (1) Point for every one pound (£1) spent (using any payment method available on the Website) on JWB products on the Website. Points are rounded down; for example if you spend £2.50, you will receive 2 Points.

3.9 Purchase Points can be earned on orders where a discount or voucher is applied, however the Purchase Points earned will be calculated based on the amount actually paid (not the value of the order before the discount/voucher was applied).

3.10 Points earned for a purchase that is subsequently the subject of a return, cancellation, refund or rejection due to insufficient funds will be deducted from the Member's account in an amount equal to the Points earned for the original transaction.

3.11 Purchase Points will appear in your Account following shipment of the relevant product(s).

Earning Birthday Points

3.12 In order to earn Points on the Account holder’s birthday (“Birthday Points”), the Member must register their birthday on their Account at least 30 days’ prior to their birthday.

3.13 If your birthday falls within the 30 days following creation of your Account, you will receive your Birthday Points for the current calendar year 30 days after the date of registration. In subsequent years, you will receive Birthday Points on your birthday.

3.14 If you create your Account, or register your birthday, after your birthday in the current calendar year, you will not receive any Birthday Points until the following calendar year.

3.15 The number of Birthday Points you receive each year will be dictated by whether you are a standard Member or Silver Member on the date of your birthday for that calendar year.

4. Redeeming Points

4.1 Points earned by a Member may be redeemed for discounts on any product or subscription order on the Website (“Discount”), provided a Member is: (i) using a minimum of 100 Points; and (ii) (for product purchases only) placing an order with a value of £25 or more

(excluding sales tax and shipping/handling charges). For the avoidance of doubt, a Member placing a subscription order does not need to reach any minimum order value in order to apply a Discount.

4.2 Points can only be used once, and only for purchases made after the Member has received the Points into their Account. Please note, it may take several hours following the relevant shipment or action for the corresponding Points to appear in your Account.

4.3 Following a Member’s redemption of Points for a Discount, those Points will be removed from that Member’s Account. JWB accepts no responsibility in the event that Points are redeemed by an unauthorised third party following a Member failing to keep their Account/password details confidential.

4.4 Points have no cash redemption value and cannot be exchanged for cash payouts. Points must be used as part payment towards products or subscription orders purchased on the Website.

4.5 Members can use Points to claim a Discount based on the following scale:

(a) 100 Points = £5.00 discount;

(b) 200 Points = £10.00 discount;

(c) 300 Points = £15.00 discount; and

(d) 400 Points = £20.00 discount.

4.6 Points can only be redeemed for the applicable Discount in quantities of 100, 200, 300 or 400 (see above).

4.7 Members can redeem one Discount per purchase transaction on the Website, and the value of the Discount must not exceed the total value of the purchase (excluding sales tax and shipping/handling charges). For example, for a purchase with a value of £17.00, a Member would only be able to redeem 300 Points for a Discount of £15.00 (regardless of whether the Member held over 300 Points in their Account). Following redemption of Points for a Discount, any excess Points still held by that Member following redemption will be retained in that Member’s Account.

4.8 A Member’s ability to redeem Points is subject to product availability.

4.9 A Discount may be only applied against the purchase price of qualifying products and cannot be applied against sales tax or shipping/handling charges.

4.10 A maximum of 400 Points can be redeemed in a single transaction. JWB may, at its discretion, modify this limit on the maximum number of Points redeemable in a single transaction.

4.11 To claim a Discount, you must manually add the Discount from your Account page to the applicable order. A Discount will not be automatically applied to any order.

4.12 ALL POINTS WILL EXPIRE AFTER 12 MONTHS OF ACCOUNT INACTIVITY. After this expiry date, all unused Points will be deleted from your Account and you will no longer be able to redeem them. No reminder will be provided to you prior to expiry of any Points.

4.13 For the purposes of these terms and conditions, a period of ‘account inactivity’ shall mean a period during which there is no change to the Account’s Point balance (i.e. the Member has not earned, or redeemed, any Points).

Combining a Discount with other promotions or discounts

4.14 Subject to clause 4.15, Points cannot be redeemed in combination with other existing or recurring promotions or discounts.

4.15 Members placing a subscription order will still benefit from the ‘10% subscribe and save discount’ if they choose to apply a Discount to their subscription order (i.e. a Discount can be combined with the ‘10% subscribe and save discount’).

5. Other terms that apply to you

5.1 The personal information Members provide will be handled according to JWB’s privacy policy, which can be found here. To learn more about JWB's privacy policy, please visit the Website, contact help@wellbeloved.com or call on 0800 731 2301.

5.2 The terms and conditions governing your use of the Website can be found here, and these terms apply to you as if they were included in these terms and conditions.

6. Changes to the Programme and these terms and conditions

6.1 JWB reserves the right to cancel, suspend, modify or restrict any aspect (or the whole) of the Programme (including without limitation the availability of Points, the Discount scale and the Points expiration policy) at any time at JWB’s sole discretion. Any and all Points that have not been redeemed as and when the Programme is cancelled shall become void. JWB will give you 30 days’ notice prior to any significant changes to the Programme becoming effective.

6.2 JWB reserves the right to amend these terms and conditions at any time at JWB’s sole discretion. Any changes JWB makes to these terms and conditions will be effective immediately on posting to the Website. You should review these terms and conditions and check the Website frequently to ensure you understand the terms and conditions that apply to the Programme. We will try to give you reasonable notice of any major updates and modifications to these terms and conditions before they become effective. Your continued participation in the Programme following any modifications will signify your acceptance of the revised terms and conditions. If you do not agree to any changes you should terminate your participation in the Programme immediately.

6.3 JWB may make changes to the Programme or these terms and conditions even though such changes may affect a Member's ability to use Points already earned.

7. General

7.1 By joining the Programme, you agree to be bound by these terms and conditions.

7.2 While it is JWB’s objective to make the Programme accessible at all times, the Programme and the Website may be unavailable from time to time for any reason including, without limitation, due to a service interruption or for routine maintenance. We will try to give you reasonable notice of any suspension or withdrawal of the Programme or Website. You agree that JWB shall not be liable for any damages arising from any such interruption, suspension or termination which was solely caused by circumstances outside JWB’s control.

7.3 A Member's Points balance, as reflected in JWB’s records, shall be deemed correct and definitive. JWB reserves the right to determine the amount of Points in any Member's Account based on JWB’s internal records related to such Account.

7.4 If you suffer loss as a result of breach of these terms and conditions by JWB, JWB’s sole liability shall be to credit you with Points in the event that such Points were incorrectly deducted or should have been credited but were not.

7.5 JWB shall not be liable for failure or delay in performing any of its obligations under these terms and conditions if such failure or delay is solely due to circumstances beyond JWB’s reasonable control.

7.6 Nothing in these terms and conditions shall limit JWB’s liability in respect of death or personal injury caused by JWB’s negligence, or in any other way that is prohibited under applicable laws.

7.7 These terms and conditions are subject to the laws of England and Wales.

7.8 If you have any questions relating to the Programme, please contact us at 

help@wellbeloved.com or call on 0800 731 2301.



1. Members can earn Bonus Points in the values set out below by taking the following actions. For each action listed in this paragraph 1, Members are only able to earn Points the first time they undertake the action (i.e. you can only earn Points for each action once):

Registering for an Account 50

Following JWB’s Instagram page ( which can be found here )


Liking JWB’s Facebook page ( which can be found here )


Reading a JWB blog ( which are published here ) and correctly answering an associated question



2. Members can earn Bonus Points in the values set out below on the occurrence of the following events:

 Activity Points
On the Account holder’s birthday

50 (for Members)

100 (for Silver Members)

On each 12 month anniversary of:

  • the Account holder’s registration with the Programme; or
  • in the case of Existing Customers, the Existing Customer’s creation of an account on the Website.


  • 2023 James Wellbeloved Black Friday Double Points Promotion
    • Customers who purchased products on wellbeloved.com on the 24th November 2023 are eligible to get double points on Loyalty Programme
    • The Promotion will run only on 24th November 2023 ("the Promotion Period")
    • To participate, individuals must be registered members of the loyalty programme as of 24th November 2023.
    • Double points will be calculated based on the membership of loyalty programme, Bronze VIP members will get 2 points for each £, while Silver VIP members will get 2.5x points for each £.