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Fresh natural food
long healthy lives

Air-dried dog food made with natural ingredients, personalised to your pet.

Discover your dog's plan Excellent Trustpilot

50% off your first plan box

Naturally Air-DriedTo Lock in Goodness

We gently air-dry natural, human-quality ingredients to remove moisture and lock in the nutrients, without sacrificing quality. Just add water, stir and serve.

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.
Nelly and Polly

Dog food deliveredWithout the nasties

Our dogs are part of the family and deserve real food. They'll enjoy better digestion, skin, coat and much more. Healthier dogs live longer lives.

How your dog could benefit

Take control ofYour pet's health

Proactively invest in your pet's health with a nutritious, vet-approved dog food that's trusted by thousands. Discover delicious, personalised dog food delivery, every month.

Get started with 50% off

Proven to improveyour 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.

Tailor your dog's plan

Rated 95% on

Thousands of happy dogs

Fewer vet visits

Shinier coats

Better bellies

Increased vitality

Alfie and Kim

"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."

Oscar and Jackie

"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 and Sally

"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 dog food."

Skye and Alex

"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 and Nicola

"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!"

Jack and Pat

"Fantastic customer service, replied within the hour. Jack's colitis is so much better for eating this food. I can totally recommend. Delivered quickly and reliably, with options to change orders as required and very easily."

Daisy and Vanessa

"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."

Digby and Elizabeth

"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."

Willis and Wenda

"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."

View more success stories

Personalisedfor your dog

Tell us about your dog so we can create their perfectly tailored healthy dog food menu
Choose up to two different dishes from their menu for each dog food delivery
You can change your selected dishes at any time on your fully flexible Pure plan

See your dog's plan

We've been featured in Good Housekeeping

Backed by vetsFormulated by nutritionists

If you're looking for a high-quality, healthy dog food, then give Pure a try. The recipes are made with human-quality ingredients and are personalised to help your pet thrive.
Dr Julian Norton MRCVS
A Yorkshire vet from the telly

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

Meet our panel of vets

changing dogs' livesfor the better

We're a bunch of passionate dog lovers from Yorkshire. We know that dogs thrive on a fresh, natural diet so we created just that, a healthy dog food that's easy for owners. Our dogs deserve a healthy, happy life.

Try now with 50% off

Fresh natural food long healthy lives