FAQ

Account management

Am I in a contract?

No! Your plan is totally flexible, you can cancel, pause or amend it at any time you want, with no cost or catch for doing so. You’re always in full control.

How do I add another pet onto my plan?

If you’ve got another pet that wants a taste of some delicious, wholesome dinners, just head into your Pure account, and select ‘Create a plan for another dog’. You’ll find this in the quick links section at the bottom of the ‘Dashboard’ page in your account.

From here, just tell us all about your other pooch and we’ll get to work whipping up a tailored menu perfect for your other four-legged friend.

How do I change my delivery address?

To change your delivery address, just go into your Pure account and select ‘Deliveries’ from the menu on the left-hand side.

Click the ‘Change address’ button in the delivery you’re wanting to change, and either choose from one of the addresses in the dropdown list or select ‘Add new address’. Fill out the form and click ‘Update’ to save your changes.  

If you have multiple plans set up, you’ll need to update the address for all the different plans.

How do I change my dog's recipes?

Your dog has a tailored menu of tasty recipes to explore, and you can switch up these recipes for each delivery so that your dog always gets to tuck into something exciting.

To change what recipes you receive, go into your account prior to your next delivery and select ‘Dashboard’ from the left-hand menu, or just click here. From here, you’ll be able to see all the details of your next delivery. Click the ‘Switch recipes’ button and select which two recipes you want your dog to enjoy next.  Make sure to press ‘Save selection’ once you’ve chosen so that your recipe choices are updated.

By the way, we’ll send you a little reminder before your next box so that you can change up your dog’s recipes ahead of your next delivery. Or you can just stick to the same dishes if your dog has their favourites!

How do I refer my family and friends to Pure?

If your pooch loves Pure, tell all your friends and we’ll give you both a special treat.

Just head over to your account, select ‘Refer friends’ (or click here) and there’ll be a personalised code and link that you can share with your friends via email, WhatsApp or Facebook (or just tell them the code when you see them on a dog walk if that’s easier!). This’ll get your friend 50% off their first box and 20% off their second. And to say thanks, we’ll give you £20 credit to redeem off your next order too!

The link will take your friend straight to our site, where their discount will be automatically applied when they sign up to a plan, or they can just head to the website themselves and enter the personalised code at checkout. Enjoy!

How do I reschedule a delivery?

To reschedule a delivery, head over to the ‘Deliveries’ page in your Pure account to see all your upcoming deliveries, their arrival date and which address they’re being sent to. Or just click here to go straight to it.

Next to your delivery arrival date, you’ll see a ‘Change date’ button. Click this to open a calendar dropdown and here you can select your new chosen delivery date.  

Also, in ‘Plan settings’, you can change the frequency of all future deliveries to make sure that you’ve always got the suitable amount of Pure for your pooch.

How do I stop/start my plan?

To stop your plan, you’ll need to speak to our team.

Please call us on 0113 868 0997

Mon-Fri: 8:30am-5pm
Sat-Sun: Closed

If you want to ammend your deliveries or change your plan you can do this in your account.

How do I update my details?

Go into your account and click on ‘My details’, or just click here to head straight to it. Here you can change your name, contact details, payment method, password and address.

You can also adjust your pet's information if anything changes in the ‘Pets’ section within your account.

How do I update my pet's details?

Changing your pet’s details is easy, all you need to go is go into your account, select ‘Pets’ from the menu on the left and you’ll see all your furry friend’s information right there. Or you can just click here to head straight to it. Here you can update your pet’s current weight, allergies, health issues and more.

This allows us here at Pure HQ to ensure that our healthy, delicious recipes are always suited to your dog’s needs.

How often will my Pure deliveries arrive?

This is completely up to you! We automatically set up your plan to come on a regular schedule based on your dog’s recommended feeding amounts, but you can change the frequency within your Pure account.

So, if you find that your deliveries come too often or not often enough, just head into ‘Plan settings’ in your account, or click here, to make whatever amends you’d like to your order frequency.  

All about Pure

Can I change my dog's recipes?

We’re dedicated to waggy tails and empty bowls, which is why we create a tailored menu of delicious dishes for your dog to pick from before your next delivery. After all, variety is the spice of life!

In your Pure account, you can view your dog’s full menu and choose up to two different dishes per delivery, or you can just stick to the same ones if your dog has favourites.

How do you calculate my dog's portion sizes?

We work hard to make sure our portion sizes are suitable for your dog, using all the information you told us when signing up to calculate the correct feeding amounts. These portion sizes take into account your dog’s age, weight, breed, activity levels and roughly how many tasty treats they get in a day.

Our in-house nutritionist has formulated our recipes to ensure every dog is getting the right nutrition in accordance with their information. For example, a puppy has totally different nutritional requirements and portion sizes to an adult dog, which is why we tailor and adapt all our recipes to suit.

From time to time, we’ll ask you to check in on your dog’s weight and let us know of any changes by heading into the ‘Pets’ page of your Pure account. This way, we can make sure our recipes and portion sizes are always suitable.

As you know, there’s no ‘one size fits all’ method when it comes to dogs, each and every one of our furry friends is totally unique. So, if you don’t think your dog’s portion sizes are appropriate, please do contact our team of nutritional advisors and we’ll work with you and your pup to get things perfect.

How much meat is in Pure?

Our recipes are packed high-quality, real meat so that your dog can always enjoy perfectly balanced nutrition.

Pure is slightly different from most mainstream dog foods, as we gently remove the moisture from all our ingredients to lock in all the natural goodness. As a result, before you add the water back in to dry Pure, the meat will weigh around four times less than fresh meat would.  

To check the exact meat percentage in each of your dog’s dishes, head into the ‘Dashboard’ in your account and click on your dog’s recipe to view the exact makeup of each recipe.

Overall, every one of your dog’s meals are packed with protein, along with loads of other natural ingredients to keep your pooch happy, healthy and in tiptop shape.

How shall I contact you?

If you ever have any questions, queries or concerns, just get in touch with our fully qualified team of nutritional advisors on 0113 868 4737 or hello@purepetfood.co.uk and we’d love to help you out.

Our team are available to talk on the phone every Monday to Friday from 9am-5pm, but you can email us 24/7 and someone will get back to you as soon as possible.

Whether it’s about your dog’s nutrition, your plan management or even if you’d just like a chat, just get in touch, we’re always here to give you and your pup a helping hand (or paw!).

Is Pure complete dog food?

Yes! We create a tailored menu of delicious dishes for your dog to enjoy, each recipe being complete, balanced and full of natural goodness.

All our Pure recipes are made up of nutritious, tasty ingredients, such as real, high-quality meat, fruit and veggies, alongside added vitamins and minerals to keep your pooch looking and feeling great. After all, your best friend deserves the best food.

Is Pure raw dog food?

No, we prepare our Pure meals by finely chopping up and then removing the moisture from all our ingredients under a gentle heat, which naturally preserves the food and locks in all the goodness.

So, although we think that a balanced raw diet is a fantastic way to feed your pet, it does certainly have its downsides that we try to eliminate. Raw feeding can be a bit of a hassle, you need to remember to defrost it, to always be wary of the harmful bacteria that raw food can produce and you’ll definitely need a whole lot of freezer space.

Pure not only takes away all of the above, but it also allows pet owners to provide high-quality, nutritious and of course delicious meals for long, happy lives.

What ingredients are in my Pure recipes?

We use real, natural ingredients to prepare delicious dinners that help support your dog’s overall health. Take a look at what goes into your dog’s tasty meals below!

Chicken with garden greens and strawberry pieces
  • Composition: Chicken (50%), Potato, Pea Protein, Dried Egg, Chicken Stock, Peas (4%), Linseed, Broccoli (1.5%), Carrot, Spinach (1%), Minerals, Strawberries (0.5%), Omega 3 (from algae 0.3%), Chicory Extract (0.1%), Glucosamine (0.05%), Chondroitin (0.05%), Beta Carotene (0.003%). 

  • Additives (Per Kg): Nutritional Additives: Vitamin A 15,000IU, Vitamin D3 1500IU, Vitamin E 500mg, Taurine 1,500mg, L-carnitine 500mg, Zinc (as zinc chloride hydroxide monohydrate) 100mg, Iron (as iron (ll) chelate of protein hydrolysate) 60mg, Manganese (as manganese chelate of protein hydrolysate) 25mg, Copper (as copper (ll) chelate of protein hydrolysate) 10mg, Iodine (as calcium iodate anhydrous) 2mg, Selenium (as sodium selenite) 0.05mg.

  • Antioxidants: Tocopherol extracts from vegetable oils.

  • Analytical Constituents: Protein 46%, Crude Fibre 1.5%, Fat Content 19%, Ash 8%

Beef with carrots, broccoli and creamy coconut
  • Composition: Beef (50%), Potato, Dried Egg, Brown Rice, Coconut (5%), Dried Stock, Peas, Broccoli (1.5%), Carrot (1.5%), Linseed, Spinach, Minerals, Blueberries, Omega 3 (from algae 0.3%), Chicory Extract (0.1%), Glucosamine (0.05%), Chondroitin (0.05%), Beta Carotene (0.003%). 

  • Additives (Per Kg): Nutritional Additives: Vitamin A 15,000IU, Vitamin D3 1500IU, Vitamin E 500mg, Taurine 1,500mg, L-carnitine 500mg, Zinc (as zinc chloride hydroxide monohydrate) 100mg, Iron (as iron (ll) chelate of protein hydrolysate) 60mg, Manganese (as manganese chelate of protein hydrolysate) 25mg, Copper (as copper (ll) chelate of protein hydrolysate) 10mg, Iodine (as calcium iodate anhydrous) 2mg, Selenium (as sodium selenite) 0.05mg.

  • Antioxidants: Tocopherol extracts from vegetable oils.

  • Analytical Constituents: Protein 46%, Crude Fibre 1.5%, Fat Content 17.5%, Ash 7.5%

Duck with a medley of veggies and bursts of blueberry
  • Composition: Duck (50%), Potato, Brown Rice, Peas (5%), Coconut, Dried Egg, Dried Stock, Linseed, Broccoli (1.5%), Carrot (1.5%), Spinach, Minerals, Blueberries (0.5%), Omega 3 (from algae 0.3%), Chicory Extract (0.1%), Glucosamine (0.05%), Chondroitin (0.05%), Beta Carotene (0.003%)

  • Additives (Per Kg): Additives (Per Kg): Nutritional Additives: Vitamin A 15,000IU, Vitamin D3 1500IU, Vitamin E 500mg, Taurine 1,500mg, L-carnitine 500mg, Zinc (as zinc chloride hydroxide monohydrate) 100mg, Iron (as iron (ll) chelate of protein hydrolysate) 60mg, Manganese (as manganese chelate of protein hydrolysate) 25mg, Copper (as copper (ll) chelate of protein hydrolysate) 10mg, Iodine (as calcium iodate anhydrous) 2mg, Selenium (as sodium selenite) 0.05mg

  • Antioxidants: Tocopherol extracts from vegetable oils.

  • Analytical Constituents: Protein 40%, Crude Fibre 1.5%, Fat Content 18.5%, Ash 6.5%

Herring with white fish and a medley of garden greens
  • Composition: Herring & White Fish (40%), Potato, Dried Egg, Brown Rice, Coconut, Peas (4.5%), Dried Stock, Linseed, Carrot, Broccoli (1.5%), Spinach (1%), Minerals, Strawberries, Omega 3 (from algae 0.3%), Chicory Extract (0.1%), Glucosamine (0.05%), Chondroitin (0.05%), Beta Carotene (0.003%). 

  • Additives (Per Kg): Nutritional Additives: Vitamin A 15,000IU, Vitamin D3 1500IU, Vitamin E 500mg, Taurine 1,500mg, L-carnitine 500mg, Zinc (as zinc chloride hydroxide monohydrate) 100mg, Iron (as iron (ll) chelate of protein hydrolysate) 60mg, Manganese (as manganese chelate of protein hydrolysate) 25mg, Copper (as copper (ll) chelate of protein hydrolysate) 10mg, Iodine (as calcium iodate anhydrous) 2mg, Selenium (as sodium selenite) 0.05mg.

  • Antioxidants: Tocopherol extracts from vegetable oils.

  • Analytical Constituents: Protein 40%, Crude Fibre 1.5%, Fat Content 15%, Ash 8.5%

Turkey with broccoli, spinach and flavoursome fruit
  • Composition: Turkey (50%), Potato, Brown Rice, Dried Egg, Dried Stock, Peas, Coconut, Linseed, Carrot, Broccoli (1.5%), Spinach (1%), Minerals, Blueberries (0.5%), Omega 3 (from algae 0.3%), Chicory Extract (0.1%), Glucosamine (0.05%), Chondroitin (0.05%), Beta Carotene (0.003%). 

  • Additives (Per Kg): Nutritional Additives: Vitamin A 15,000IU, Vitamin D3 1500IU, Vitamin E 500mg, Taurine 1,500mg, L-carnitine 500mg, Zinc (as zinc chloride hydroxide monohydrate) 100mg, Iron (as iron (ll) chelate of protein hydrolysate) 60mg, Manganese (as manganese chelate of protein hydrolysate) 25mg, Copper (as copper (ll) chelate of protein hydrolysate) 10mg, Iodine (as calcium iodate anhydrous) 2mg, Selenium (as sodium selenite) 0.05mg.

  • Antioxidants: Tocopherol extracts from vegetable oils.

  • Analytical Constituents: Protein 42%, Crude Fibre 1.5%, Fat Content 18.5%, Ash 8.5%

Lamb with a hint of coconut and sweet potato
  • Composition: Lamb (30%), Potato, Dried Egg, Pea Protein, Coconut (5%), Sweet Potato (5%), Peas, Dried Stock, Linseed, Carrot, Broccoli, Spinach, Minerals, Blueberries, Omega 3 (from algae 0.3%), Chicory Extract (0.1%), Glucosamine (0.05%), Chondroitin (0.05%), Beta Carotene (0.003%). 

  • Additives (Per Kg): Nutritional Additives: Vitamin A 15,000IU, Vitamin D3 1500IU, Vitamin E 500mg, Taurine 1,500mg, L-carnitine 500mg, Zinc (as zinc chloride hydroxide monohydrate) 100mg, Iron (as iron (ll) chelate of protein hydrolysate) 60mg, Manganese (as manganese chelate of protein hydrolysate) 25mg, Copper (as copper (ll) chelate of protein hydrolysate) 10mg, Iodine (as calcium iodate anhydrous) 2mg, Selenium (as sodium selenite) 0.05mg.

  • Antioxidants: Tocopherol extracts from vegetable oils.

  • Analytical Constituents: Protein 35%, Crude Fibre 3%, Fat Content 17%, Ash 9%

Salmon with sweet strawberries and courgette

  •  Composition: Salmon (30%), Potato, Dried Egg, Pea Protein, Peas, Coconut, Dried Stock, Linseed, Carrot, Courgette (2%), Broccoli, Spinach, Strawberries (1%), Minerals, Omega 3 (from algae 0.3%), Chicory Extract (0.1%), Glucosamine (0.05%), Chondroitin (0.05%), Beta Carotene (0.003%). 

  • Additives (Per Kg): Nutritional Additives: Vitamin A 15,000IU, Vitamin D3 1500IU, Vitamin E 500mg, Taurine 1,500mg, L-carnitine 500mg, Zinc (as zinc chloride hydroxide monohydrate) 100mg, Iron (as iron (ll) chelate of protein hydrolysate) 60mg, Manganese (as manganese chelate of protein hydrolysate) 25mg, Copper (as copper (ll) chelate of protein hydrolysate) 10mg, Iodine (as calcium iodate anhydrous) 2mg, Selenium (as sodium selenite) 0.05mg

  • Antioxidants: Tocopherol extracts from vegetable oils.

  • Analytical Constituents: Protein 40%, Crude Fibre 1.8%, Fat Content 15%, Ash 8.5%

Turkey with a trio of veg and a pinch of apple
  • Composition: Turkey (31%), Potato, Brown Rice, Peas (5%), Sweet Potato, Dried Stock, Carrot (4.5%), Linseed, Minerals, Apple (2%), Omega 3 (from algae 0.3%), Chicory Extract (0.1%), Glucosamine (0.05%), Chondroitin (0.05%), Beta Glucans (for immune support, 0.03%). 

  • Additives (Per Kg): Nutritional Additives: Vitamin A 15,000IU, Vitamin D3 1500IU, Vitamin E 500mg, Taurine 1,500mg, L-carnitine 500mg, Zinc (as zinc sulphate monohydrate) 100mg, Iron (as iron (ll) sulphate monohydrate) 60mg, Manganese (as manganous sulphate monohydrate) 25mg, Copper (as copper (ll) sulphate pentahydrate) 10mg, Iodine (as calcium iodate anhydrous) 2mg, Selenium (as sodium selenite) 0.05mg.

  • Antioxidants: Tocopherol extracts from vegetable oils.

  • Analytical Constituents: Protein 26%, Crude Fibre 3%, Fat Content 10%, Ash 7.5%

Beef with sweet potato, peas and a dash of apple
  • Composition: Beef (28%), Potato, Brown Rice, Peas (5%), Sweet Potato (4%), Dried Stock, Carrot, Linseed, Minerals, Apple (2%), Coconut, Omega 3 (from algae 0.3%), Chicory Extract (0.1%), Glucosamine (0.05%), Chondroitin (0.05%), Beta Glucans (for immune support, 0.03%). 

  • Additives (Per Kg): Nutritional Additives: Vitamin A 15,000IU, Vitamin D3 1500IU, Vitamin E 500mg, Taurine 1,500mg, L-carnitine 500mg, Zinc (as zinc sulphate monohydrate) 100mg, Iron (as iron (ll) sulphate monohydrate) 60mg, Manganese (as manganous sulphate monohydrate) 25mg, Copper (as copper (ll) sulphate pentahydrate) 10mg, Iodine (as calcium iodate anhydrous) 2mg, Selenium (as sodium selenite) 0.05mg.

  • Antioxidants: Tocopherol extracts from vegetable oils. 

  • Analytical Constituents: Protein 27%, Crude Fibre 3.5%, Fat Content 9%, Ash 8%

Salmon with apple, creamy coconut and sweet potato
  • Composition: Salmon (28%), Potato, Sweet Potato (13.5%), Peas, Coconut (5%), Dried Stock, Carrot, Linseed, Apple (3%), Minerals, Omega 3 (from algae 0.3%), Chicory Extract (0.1%), Glucosamine (0.05%), Chondroitin (0.05%), Beta Glucans (for immune support, 0.03%). 

  • Additives (Per Kg): Nutritional Additives: Vitamin A 15,000IU, Vitamin D3 1500IU, Vitamin E 500mg, Taurine 1,500mg, L-carnitine 500mg, Zinc (as zinc sulphate monohydrate) 100mg, Iron (as iron (ll) sulphate monohydrate) 60mg, Manganese (as manganous sulphate monohydrate) 25mg, Copper (as copper (ll) sulphate pentahydrate) 10mg, Iodine (as calcium iodate anhydrous) 2mg, Selenium (as sodium selenite) 0.05mg.

  • Antioxidants: Tocopherol extracts from vegetable oils.

  • Analytical Constituents: Protein 26%, Crude Fibre 4.5%, Fat Content 9%, Ash 9%

Any questions? Our nutritionally qualified Customer Service team are always on hand to answer anything you need to know about our recipes.

What is air-drying and how does it work?

Air-drying is an age-old way of preparing food, working by putting fresh ingredients under a low heat to remove the moisture slowly and gently. As a result, the nutrients in the food are locked in and preserved, no need for any artificial preservatives to extend its shelf life.

This unique preparation method allows us here at Pure to provide your dog with tasty, high-quality meals made from natural, wholesome ingredients. It also allows your dog to enjoy healthy food that’s super convenient, it’s a win-win for both you and your pup!

Why is the food dry?

To make Pure, we finely chop up our ingredients and slowly remove the moisture using a really gentle heat. This preserves the food and locks in all the nutrients and goodness that’s found naturally in our meat, fruit and vegetables. As a result, there’s no need for us to use any nasty artificial preservatives as the ingredients are dried and preserved naturally.

All you need to do is add warm water back into the food and then a delicious, nutritious dinner will be ready for your dog to enjoy and gobble right up.

Preparing our recipes in this way allows you to serve up healthy, wholesome dinners conveniently. No faff, fuss or freezer space necessary, just pop it in the cupboard and serve up a warm, delicious dinner in seconds. You can easily take Pure with you on your holidays, on long road trips and even on pup playdates!

Will my dog like Pure?

A fussy pup can be a real stress for pet parents. That’s why we create our recipes with loads of tasty ingredients like real meat, fruit and vibrant veggies to make sure we’ve got a dish that your dog will love.

Until you give Pure a go, we of course can’t say for sure if your pet will like it. However, we do know that loads of pets love Pure, and you can read all about how we’ve won over tonnes of fussy eaters here.

Manufacturing

Is the Pure packaging recyclable?

Yes! We pride ourselves on the fact that all our packaging is fully recyclable.  

Many local councils do recycle our LDPE pouches, and if yours does, you can just pop your used pouches straight into the recycling bin. If not, when you’ve collected 5 empty pouches, use the free postage label to send them straight back to us at Pure HQ and we’ll get it sorted for you.

What about the welfare of the animals involved?

We are able to track the source of all of the meat used in Pure, which comes only from fully regulated farms. The farms we source from ensure high standards are met in considering the welfare of the animals.

None of our meat comes from animals which are reared in battery or individual cages, ensuring the animal is properly protected and where the perch, bathing area and stocking density is appropriate for their needs, preventing suffering and allowing the animals the opportunity to behave naturally.

What do you do to control the quality of your products?

We require certification that every lot of raw ingredients we buy has been tested clear of salmonella, E-coli, Enterobacteriaceae, yeasts and moulds before it even enters our production plant. Our food facility works stringently to approved HACCAP and quality control guidelines.

We have also been successfully audited to SALSA standard by experienced food safety experts, requiring that we meet both the legal requirements and best practice for producing natural quality food. Our finished products are then routinely tested clear of both salmonella and Enterobacteriaceae to ensure the highest possible standards before our food is delivered.

Where is Pure manufactured?

We are proud to say we are one of only a handful of pet food companies in the UK who manufacture their own products in house, allowing us to ensure that our exacting standards are consistently met.

Our food facility is based in Yorkshire, where we make all of our complete, mixer and treat recipes.

Pet health

Do you cater for my dog's allergies?

Yes! After telling us all about your dog, including any of their allergies, we’ll go ahead and create recipes that are tasty, tailored and totally suitable to your dog’s needs.

As an example, we know that some pooches can be sensitive to grains, so just let us know upon signing up and we’ll create some delicious, grain-free recipes perfect for your pooch.

You can adapt and update your dog’s allergies (or any of their other details) at any time from within your account.

Is Pure good for my dog’s dental health?

The best thing for your dog’s dental health is regular brushing, as no kind of dog food can ever thoroughly clean your dog’s gnashers. The idea that a dry kibble biscuit can clean your dog’s teeth is somewhat of a myth, as it’s impossible for it to remove all the plaque.

Realistically, we’d never just eat a digestive biscuit and expect our teeth to be clean afterwards! Many dry dog foods are also filled with sugary ingredients and artificial additives, which can actually be really detrimental to your dog’s dental health.

Therefore, food like Pure, that contains only natural ingredients is the best thing for your dog’s dental health, alongside routine brushing. Chew toys and the addition of a raw meaty bone can also help maintain your dog’s pearly whites, but none of this is ever a replacement for brushing.

Why are some vegetables passed as roughage?

You might notice that some vegetable matter is passed after your dog has eaten, but don’t worry, this is totally normal, healthy and not a cause for concern.

All our recipes are made from natural ingredients, including fruit and veggies which are a great source of fibre. Fibre is a form of non-digestible carbohydrate which helps to stabilise blood sugar levels and keep digestion and bowel movements steady, so a bit of vegetable matter being passed is to be expected.

If your dog has been eating regular dry kibble, you might not see any roughage passed. However, this is because any vegetables that were in the kibble biscuit originally will probably have been processed under high temperatures to such extremes where the ingredients are unrecognisable. And as a result, any vegetable matter passed wouldn’t be noticeable.

Just make sure you add plenty of water to Pure before serving and leave it to stand for a good 2-3 minutes so the ingredients are all fully hydrated and your dog can feel the full benefit from them.

Serving Pure

Can I mix up the food in bulk the day/night before I want to feed?

Yes! After adding water to Pure, simply refrigerate and use it within 48 hours. All you need to do is add a little bit of warm water before serving and let your dog enjoy a warm, delicious meal.

Do I need to add any vitamins or other supplements to Pure?

Our recipes are complete and balanced, packed with real meat, fruit and veggies. Alongside this, all our meals contain added vitamins and minerals to provide your pooch with all the nutrients essential for healthy bones, skin, coat, muscles, minds and overall development. Therefore, you don't need to add any other vitamins to Pure before serving, it's got everything your dog needs in every single bite.

However, if you are feeling extra kind, you can add some little extras to your dog’s dinners for a special treat.

Do I need to add water to Pure before serving?

Yes. Our ingredients are placed under a gentle heat to remove the moisture, naturally preserve the food and lock in all the goodness. Adding water to Pure allows the food to expand in the bowl rather than in the stomach, making it easier to chew and much easier for your dog to digest, preventing bloating.

The unique preparation method of Pure allows you to give your dog a nutritious, delicious meal while still being super convenient for you to store and prepare.

Do you have any tips on feeding my fussy pet?

Just like humans, our pets can be super fussy when it comes to food. This might come as a shock, as surely dogs should love their food?! And at Pure, we’re trying to help them do just that.

Pure is different from other mainstream dog foods, which can contain loads of additives, flavourings and nasties that can often seem more appealing at first than natural ingredients like meat, fruit and veg. Therefore, the following tips might come in handy:

Some dogs prefer Pure at a slightly drier consistency, and some prefer it with more water. Just experiment a little bit until you find a consistency that your pet prefers. Some pampered pooches might even like it to be served by hand!

We recommend transitioning your dog to Pure gradually, and if they don’t eat it within 30 minutes, take it up until their next meal. Just remember to pop it into the fridge to retain its freshness. Take things slow and don’t be alarmed if your pooch doesn’t take to it straight away. We’ve got some more tips to take a look at here, and our nutritionally qualified customer service team are always on hand to help you out, with plenty more tips and tricks for bringing a fussy pup round.

Picky pets can be a real challenge, but it’s essential to stick with it so your dog can really begin to enjoy the benefits of healthy, wholesome dog food.

What is the shelf life of Pure?

Because we make Pure by gently removing the moisture from real meat, fruit and veg, our food is naturally preserved with all the nutrients from the ingredients retained.

As a result, Pure will last for up to 12 months from the bag being opened as long as it’s kept in a cool, dry and dark place (we can’t promise that your dog won’t have gobbled it all up before then though!).

Once water has been added, treat the food as fresh, refrigerating and serving up within 48 hours. This is perfect for if you want to mix up the meals in bulk!