The ease of kibble & the health of fresh
Just scoop, stir and serve, from as little as €1.21 per day
You shouldn't be the only one eating healthy
Made with the best ingredients, Pure has the convenience of kibble with the health benefits of fresh food. See how we compare.
Pure is designed for better health
Full of natural, high quality ingredients
And absolutely no nasties
Kibble is highly processed
Often containing poor quality ingredients
And misleading labelling tactics
Pure vs Kibble
Pure is made from real meat, fruit and vegetables simply dehydrated to remove moisture. All ingredients are fit for human consumption.
Kibble is made by mixing ingredients with water and cooking them at very high heat and pressure (extrusion).
Join over 20,000 dogs who have made the switch from kibble to Pure
I moved to Pure about 2 yrs ago and away from kibble dog food. My two dogs have never been more healthier, fit, bright and less gassy. Their coats are less greasy and skin condition is perfect.
Nelly & Polly
Finn loves the food he's a bit calmer, his coat his glossy his stomach is better on your food, wouldn't go back to kibble ever. The order arrives on time and the packaging is durable too. Overall 10 out out 10.
Lloyd, Peta and Lulu
How Pure compares
We've delivered over 80 million meals
The research
In a study comparing dehydrated dog food with extruded kibble, dogs on the dehydrated diet showed better fibre and mineral digestion and higher antioxidant and immune markers, and had lower cholesterol, triglycerides and glucose than when eating kibble.
References: Cecere BGO et al., Comparative Clinical Pathology (8 Feb 2025); Wall T., PetfoodIndustry.com (17 Jun 2025).
Convenience without compromise
Both options can be stored in the cupboard. Pure does require adding water, but it’s more compact than kibble, so it takes up less space and is easier to transport.
Ongoing support
Our team of experts are here to provide one to one support for you and your dog
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