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Just a few years ago this was exactly what founders, and childhood friends, Dan and Mat wondered. When they researched the wet and dry dog food currently available on the market, it made little sense that high-processed food, containing low quality ingredients, manufactured into small biscuits that are fed to pets each day was the best possible diet option. Why should our pets be exempt from getting a varied, high quality diet just like we do?

Watch the Pure Pet Foods Story


After some initial research, Dan & Mat quickly got to work, making their first batches in Dan’s kitchen using a small dehydration machine that they saved to buy. They developed their recipes and had friends and family pets try them out. The foods went down a storm and demand quickly grew; their wacky idea wasn’t so unrealistic after all!



So, Pure Pet Food was born. The company quickly moved out of the kitchen with the help of Eric & Jane, owners of a local food facility in Yorkshire, who believed in the Pure idea and ethos as much as Dan and Mat.

After months of development, consultation with expert nutritionists and veterinarians, the first boxes of Chicken Delicious, Duck Delight and Vegi Plus recipe were made. The Pure website was switched on and the very first order placed – Dan and Mat are proud to say that their very first customer still orders from them to date!

Their incredible first year was topped off by winning the Pet Product Innovation of the Year award through world renowned industry body Pet Quip.



The originally small production batches started to get bigger and bigger. Pure’s Chicken Dinner recipe was launched whilst Eric and Jane put their early retirement on hold to help manage the growth of the business.

Things were about to get a whole lot busier after the boys entered BBC’s Dragons Den. From Dan tasting the food and battling through an intense onslaught of questioning the Dragons couldn’t help but be won over. Duncan Bannatyne remarked that “it was possibly the best pitch I have seen in over 10 years of Dragons Den” whilst Peter Jones commented that “you made dog food cool.”

Dan & Mat believed so much in the successful future of Pure that they ultimately turned down the Dragon’s offers of investment. The decision to turn this down was driven by the positive feedback and loyalty received from owners nationwide, they were certain it would be a decision they would not regret.



Pure’s Meaty Sweetie treats and Turkey Terrific recipe were launched and the company received further acclamation by being crowned national Best Start up winners through Lloyd’s Bank.

A culmination of almost four years of hard work led to an incredibly proud moment as Pure’s recipes started to be sold at Pets at Home stores nationally, realising the boy’s initial ambition to make a low processed and wholesome diet accessible to all!



It was with great sadness that Pure waved Eric and Jane off as they finally got to take their retirement. Their expertise, passion and belief had taken Pure to a place unimaginable just a few short years before.

Their departure saw Pure move into a modern, new food facility, an exciting new chapter had begun.



2017 saw the launch of Pure's revolutionary freeze dried recipes. Freeze dry technology allows for the preservation of meat with zero exposure to high temperature and pressure, retaining a real meat texture with zero preservatives.

Pure also had the huge honour of welcoming HRH Princess Anne to Yorkshire and Pure Pet Food HQ. The companies first royal visit was an incredible experience and the Pure team were astounded by the knowledge that the Princess Royal had of pet health and nutrition.

Today Pure Pet Food are proud to be certified by both the human and animal food authority, whilst also approved by PETA.