The delicious foodyour dog deserves
Tailored healthy dog food made to give our dogs longer, happier lives by our side
The Pure difference
We finely chop & gently air dry high-quality ingredients to remove moisture & lock in the nutrients, without sacrificing quality. Just add water, stir & serve. It's 'fresh' dog food made easy.
Just add water
Complete & balanced
Natural ingredientsHow Pure compares
We've helped1000's of dogs
My French bulldog Pierre is 3 years old. We have had Pierre from a puppy and he has always had an issue with bringing up his food after eating it. Even when ...
Harvey is about to start on his third bag. He absolutely loves it and it has made an enormous difference to his health since we switched him onto Pure Pet Fo...
Hi this is Ralph since being on Pure he has lost a lot of weight and is a much healthier and happier dog ... thank you Pure
All 3 of my dogs were raw fed, up until coming out of a 9 day stay in kennels..all 3 had varying degrees of Gastroenteritis, my 3-year-old cocker was the wor...
Loved by vetsNatural ingredients
No nasties
Healthy goodness
Perfectly portionedjust for your dog
We tailor our delicious, natural, nutritious recipes to your dogs specific needs and deliver them straight to your dog. Just answer a few questions and we'll do the rest!
Dog food so good we ate it on Dragons' Den
Pure is complete nutrition from the inside out, and dogs totally love the taste! "It was possibly the best pitch I have seen in over 10 years of Dragons' Den" - Duncan Bannatyne
Honest food
Happier dogs
Longer lives
Frequently Asked Questions
Everything else you need to know about Pure
Am I tied into a subscription?
No! Your plan is totally flexible; you can cancel or amend it with no cost or catch for doing so. You’re always in full control.
Is Pure expensive compared to other foods?
Pure costs a lot less than you think compared to other premium foods. Pure starts at £0.89p per day for a small dog and gradually increases depending on the size of your dog. Create a plan now to get your personalised cost.
Do I pay for delivery?
Delivery is completely free, there are no hidden charges, what you see is the price you pay.
What is the nutritional value, and is it good for my dog?
We’ve served over 30 million meals and have thousands of success stories. 91% of dogs reported an overall health improvement after switching to Pure. We worked with a University to investigate the digestibility of our food. In this study, our food was more digestible than a kibble formula (no animals were tested). This simply means your dog can digest and obtain the nutritional benefits from our high-quality ingredients.
What if my dog doesn’t like it?
It’s not uncommon for dogs to be fussy about their food. We’ve had thousands of success stories with fussy dogs, and if your dog is struggling, our customer love team will work with you to ensure a smooth transition.
Is Pure suitable for my dogs health concern?
All of our recipes are formulated by our in-house nutritionist and endorsed by our pet panel of industry experts (vets and animal behaviourists). Pure is tailored to a number of ailments and health issues. Simply tell us about your dog and we’ll create a tailored plan.
Is Pure complete dog food?
Yes! We create a tailored menu of delicious dishes for your dog to enjoy, each recipe being complete, balanced and full of natural goodness.
All our Pure recipes are made up of nutritious, tasty ingredients, such as real, high-quality meat, fruit and veggies, alongside added vitamins and minerals to keep your pooch looking and feeling great. After all, your best friend deserves the best food.