A new kind of Crunch

Complete, balanced nutrition - now with a satisfying crunch. Made with the same high-quality ingredients you trust, gently baked into bite-sized pieces for dogs who love a bit of Crunch!

Flexible feeding made easy

There are no rules! Switch things up and serve however your dog enjoys it most.

Dry – Simply scoop and serve according to your feeding guide. The portion size might look a little smaller than you're used to, but don't worry! Crunch packs all the nutritional goodness your dog needs into every bite.

Mixed – 1 scoop of Crunch has the same nutritional benefits as 1 scoop of original Pure so serve 50/50 or however your dog prefers! For every 1 scoop of original Pure, add 1 scoop of warm water and mix (or more if they like!). Then stir in Crunch for added texture your dog will love.

You asked. We baked.

You told us your dogs were thriving on Pure - but sometimes you wanted to give them a little variety. Something crunchier. Something easier for days on the move.

So we got to work. The result is Pure Crunch: the same nutritional standards and high-quality ingredients, now in a form that fits every kind of day.

Same ingredients - Made with the exact same high-quality ingredients as your usual Pure recipes. No compromises.

Made for on-the-go - Perfect for holidays, day trips, and busy days when you need something simple and reliable.

All life stages - Complete and balanced for dogs of all ages - from puppies to seniors.

A little variety - Mix it in or serve it alone. A new texture your dog will love, with the nutrition you trust.

Not kibble. Not even close.

Pure Crunch is a completely different beast. Here's what sets it apart...

Gently baked - Not processed at very high temperatures that degrade nutrition.

Made the Pure way – thoughtfully prepared ingredients, baked into crunchy clusters.

Nutritionist-developed - Every recipe is designed by Pure's own canine nutrition specialists.

Complete & balanced - Everything your dog needs in every bowl, nothing they don't.

Natural ingredients

Complete & balanced

Extra crunch

Happier dogs

Turkey with Sweet Potato, Spinach & Strawberries

Turkey (40%, including Dehydrated Turkey 30%, Turkey Fat 10%), Dried Potato, Sweet Potato, Dried Egg, Linseed, Dried Vegetable Stock, Pea Starch, Yeast, Minerals, Dried Peas (1.5%), Dried Carrot (1%), Pumpkin Seeds (1%), Sunflower Seeds (1%), Dried Strawberry (0.5%), Dried Spinach (0.5%), Dried Algae (0.15%, source of Omega 3), Prebiotic MOS (0.05%), Prebiotic Chicory (0.05%), Glucosamine (0.05%), Chondroitin (0.05%),

Additives Per Kg: Nutritional Additives:

Vitamin A 15,000IU, Vitamin D3 1500IU, Vitamin E 200mg, Vitamin C 20mg, Taurine 1000mg, L-Carnitine 250mg, Zinc (Zinc Sulphate Monohydrate) 100mg, Iron (Iron (II) Sulphate Monohydrate) 60mg, Manganese (Manganous Sulphate Monohydrate) 25mg, Copper (Copper (II) Sulphate Pentahydrate) 10mg, Iodine (Calcium Iodate Anhydrous) 2mg, Selenium (Sodium Selenite) 0.05mg

Analytical Constituents

Protein 30%, Crude Fibre 2.5%, Fat Content 19%, Crude Ash 8.5%, Calcium 1.8%, Phosphorus 1.2%
Kcal per 100g 405

Game with a Trio of Veg and Sweet Blueberries

Game (40%, including Dehydrated Turkey 19%, Dehydrated Duck 11%, Turkey Fat 10%), Sweet Potato, Dried Potato, Dried Egg, Linseed, Dried Vegetable Stock, Pea Starch, Yeast, Minerals, Dried Peas (1.5%), Dried Carrot (1%), Pumpkin Seeds (1%), Sunflower Seeds (1%), Dried Blueberry (0.5%), Dried Spinach (0.5%), Dried Algae (0.15%, source of Omega 3), Prebiotic MOS (0.05%), Prebiotic Chicory (0.05%), Glucosamine (0.05%), Chondroitin (0.05%),

Additives Per Kg: Nutritional Additives:

Analytical Constituents

Protein 30%, Crude Fibre 2.5%, Fat Content 19%, Crude Ash 9%, Calcium 1.7%, Phosphorus 1%
Kcal per 100g 403

Chicken with Sweet Potato, Carrots & Peas

Chicken (40%, including Dehydrated Chicken 30%, Chicken Fat 10% ), Dried Potato, Sweet Potato, Dried Egg, Linseed, Dried Vegetable Stock, Pea Starch, Yeast, Minerals, Dried Peas (1.5%), Dried Carrot (1%), Pumpkin Seeds (1%), Sunflower Seeds (1%), Dried Spinach (0.5%), Dried Algae (0.15%, source of Omega 3), Prebiotic MOS (0.05%), Prebiotic Chicory (0.05%), Glucosamine (0.05%), Chondroitin (0.05%)

Additives Per Kg: Nutritional Additives:

Analytical Constituents

Protein 30%, Crude Fibre 2.5%, Fat Content 19%, Crude Ash 8.5%, Calcium 1.5%, Phosphorus 1%
Kcal per 100g 405

Crunch FAQs

How much Crunch should I feed?

I think my dog is finding the product a bit dry, can I add water?

The portion seems a bit small, am I giving the right amount?

How long does a bag last?

What if my dog doesn't like it?

If your dog doesn’t take to it straight away, don’t worry—this can be completely normal when introducing a new food. Some dogs just need a little time to adjust to a different taste or texture.

We’d recommend introducing it gradually, mixing it in with their current food or Original Pure to help them get used to it. You can even start by using it as a topper to make mealtimes more appealing before building up to a full portion.

There are more tips to help out fussy pups here

If you’re still having trouble or would like some tailored advice, our customer service team is always here to help!

Why have I received both a yellow food scoop and a green water scoop?

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