Fresh natural food
long healthy lives
Air-dried dog food made with natural ingredients, personalised to your pet.
Discover your dog's plan
Rated 'Excellent'
Naturally Air-Dried To Lock in Goodness
We gently air-dry 100% natural, human-grade ingredients to remove moisture and lock in the nutrients. This non-destructive air-drying maintains ingredients' nutritional integrity.
What goes into our food
Nelly has tried almost every sensitive/hypoallergenic food, and nothing has been as good as Pure for her skin, stomach and overall happiness. Honestly, the best dog food I have ever bought! Thank you Pure
Dog food delivered Without the nasties
Simply add the water back in to create a healthy, wholesome, grain-free meal. Our dogs are part of the family and deserve real food. Discover delicious, high-quality, personalised recipes, delivered to your door every month.
How your dog could benefitTake control of Your pet's health
Proactively invest in your pet's health with a vet-approved, nutritious diet that's trusted by thousands. Healthier dogs live longer lives.
Get started with 50% off
Proven to improve your dog's health
Other dog food can contain poor quality ingredients like slaughterhouse by-products, feathers and hooves. They often use harmful heat and pressure processing, then artificially add nutrients back in.
We're banishing bad bellies, boring brown biscuits and badly behaved dogs through the power of food.
Thousands of happy dogs
"My fussy and sensitive Maltese loves this food. I thought the change from kibble to Pure would upset his tummy, but he adjusted to it from day one. Plus, super-fast delivery and excellent customer service."
"My boy Oscar has various medical issues. It was a nightmare finding a food that didn't exacerbate his issues. Until we found Pure. It is absolutely brilliant!! He is 1000% better on this food. I would never change him from this - it has saved his life."
"Reggie suffers from a terribly sensitive stomach with bouts of colitis. After trying practically every food on the market, we were recommended Pure by our vets. We haven't looked back since. We now have a fit healthy dog that thrives on this natural food."
"The only food my very fussy Cavapoo will eat. We have finally been able to get some weight on her too. Would highly recommend this food to anyone wanting to feed their dog a nutritious, tasty food."
"Emma was diagnosed with pancreatitis last year. Since starting her on Pure, she has stabilised, and her levels for the pancreatitis have been normal for over 6 months. Thank you Pure for helping Emma, we are all so grateful!"
"We decided we want to feed as much home-cooked & raw foods as possible. Although I was worried, would she get all the correct nutrients from a home-cooked diet?! THEN I discovered PURE. She loves it! Her coat is super soft & she is full of energy."
"This is wonderful stuff. My bichon has pancreatitis and was on chicken breast and pasta diet. I was always worried she wasn't getting enough nutrition. I now have no need to worry and for a dog that isn't food motivated, she now gets excited about food."
"No matter what we tried, his food often made him sick, until we discovered PURE. I can honestly tell you that my dog hasn’t been sick once. He loves it. During his first week, he opened the door to the cupboard, dragged the bag out and tried to get inside. Highly recommended."
"This is Willis. He is a French Bulldog and we'd tried lots of different recommended foods but he constantly had diarrhoea. A friend recommended Pure. He adores it and doesn't have diarrhoea any more."
Personalised for your dog
Backed by vets Formulated by nutritionists
If you're looking for a high-quality food for your pet, then give Pure a try. The recipes are made with human-grade ingredients and are personalised to help your pet thrive
Dr Nick Thompson MRCVS
Founder of The Holistic Vet
Dr Andrew Miller MRCVS
Pure's in-house vet
Dr Brendan Clarke MRCVS
Director at Towerwood Vets
Changing dog's lives for the better
Like you, we care about dogs and want to give them the best. We know that dogs thrive on a fresh, natural diet and we wanted to make a healthy food that's easy for owners. Our dogs deserve a healthy, happy life.
Try now with 50% off