
88% of our customers see better health - inside & out
Better food for your dog, made simple.
Real, natural ingredients that support digestion, ease itching, and improve overall health. ideal for picky or sensitive dogs.
"Finally, Bobbie is eating twice a day now! We really tried everything. And his 💩... finally just normal poo now."
Bobbie & Donna
"Beau loves it. And his allergy is much better."
Beau & Conny
"Puk loves it; she is already in her crate when I prepare it. We are on the third bag now."
Puk & Ingrid
"My dog loves it, one meal of Pure and one meal of kibble."
Irma
Natural, nutritious meals that support better digestion and overall health without the freezer.
No defrosting. No mess.
Just add water and serve in seconds.



meals and changed the lives of hundreds of thousands of dogs for the better
"I've seen a difference in him within a week! He started not itching so much and started playing!"
"We tried every medical route for Moonie's skin and then we found Pure."
"7kg down in 3 months! All in all, Pure has made exactly the positive difference Louis needed. "
Tell us about your dog
Get a personalised plan and price in minutes
We deliver your custom plan
Ready in seconds. Delivered to your door. No freezer needed
You’re in full control
Pause, skip, or cancel anytime. No commitment
"Whether you need help managing your plan or just want to chat through what options we have for your dog, I'm here to help!"
Christophe Vossen from Maastricht, Customer Service
Everything else you need to know about Pure
No! Your plan is totally flexible; you can cancel or amend it with no cost or catch for doing so. You’re always in full control.
Pure costs a lot less than you think compared to other premium foods. Pure starts at €1.21 per day for a small dog and gradually increases depending on the size of your dog. Create a plan now to get your personalised cost.
Of course! If you have any questions you can’t find answers to on our site, just give us a call on +31 85 107 1477
Our friendly team is available Monday to Friday, 9am–5pm.
Yes, your price is personalised to your dog. It’s based on their age, weight, activity level. Simply fill out the quick form to see your personalised price.
Your order is prepared and shipped from our hub in Rotterdam and delivered on a next working day service, so you’ll have your Pure quickly and reliably.
It’s not uncommon for dogs to be fussy about their food. We’ve had thousands of success stories with fussy dogs, and if your dog is struggling, our customer love team will work with you to ensure a smooth transition.
All of our recipes are formulated by our in-house nutritionist and endorsed by our pet panel of industry experts (vets and animal behaviourists). Pure is tailored to a number of ailments and health issues. Simply tell us about your dog and we’ll create a tailored plan.
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