What is Pure?
A gently dried, healthy dog food designed to take the stress out of mealtimes.
Simply add water and stir to rehydrate, or choose new Pure Crunch for a dry, crunchy meal, whichever format your dog prefers. It's a healthy, nutritious meal your pup will love, every time.
Getting started is simple
Every new dog starts with a gentle transition pack. No contract, cancel anytime.
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Try it and transition to Pure
Don't just take our word for it
Listen to what others have to say about it
Two ways to feed same healthy goodness
However you feed them, you're covered. Add original Pure or Pure Crunch to your dog's plan, or both, and feed them separately or mixed in the bowl, whatever your dog prefers.
over 100 million meals delivered
Niiko had upset stomachs and terrible gas, and he's incredibly fussy. Since Pure it's a rare occasion we have to evacuate the room, and he sings with excitement every dinner time.
Hugo's chicken allergy left him with bald patches, sores and constant itching. On Pure his sores cleared, his coat grew back thick and soft, and even the vets asked what he's on.
Wren had severe weight loss after her reflux diagnosis and couldn't tolerate raw food. Pure is the only food that lets her gain and maintain weight without flaring her symptoms.
Bertie was an overweight 12kg and I'd tried every brand going. Two years on Pure he's a healthy 8.8kg. At 11, his vet and I are over the moon.
Poor Pip stank so badly she was banished from family visits, and I'd tried every wipe and product going. Within two weeks of Pure the odour vanished. Eight months on, still fresh.
Akela suffered heartbreaking sores and bleeding from her skin folds, plus a patchy coat. Since Pure, the irritation's gone and she shines brighter than ever — our beautiful, healthy girl.
At 15, Sam was slowing down, stiff and sore with an 'old dog' coat. Within three weeks of Pure his bounce and shine returned. We believe it gave him six precious extra months.
Bonnie, our pug, had weekly UTIs, a coarse coat and was overweight. Since Pure the UTIs have stopped, she's off her medication, her coat shines and she's the perfect weight.
How Pure compares
Backed by The Yorkshire Vet Julian Norton
"I’ve been a vet for almost 30 years. Recently I’ve suggested Pure for some of my patients, often with great results."
Dog food so good we ate it on Dragons' Den
Pure is complete nutrition from the inside out, and dogs totally love the taste! "It was possibly the best pitch I have seen in over 10 years of Dragons' Den" - Duncan Bannatyne
Frequently Asked Questions
Everything else you need to know about Pure
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What is the nutritional value, and is it good for my dog?
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Is Pure suitable for my dogs health concern?
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