Optimal nutrition for neutered dogs
Tailored dog food for health and wellness, made to give our dogs longer happier lives
The Pure difference
We finely chop & gently dry high-quality ingredients to remove moisture & lock in the nutrients, without sacrificing quality. Just add water, stir & serve. It's 'fresh' dog food made easy.
Our renal support diets are formulated by our in-house nutritionists, loved by vets and tailored to your dog's specific needs.
Just add water
Complete & balanced
Natural ingredientsHow Pure Compares
We've helped 1000's of dogs
What an excellent dog food. Made from quality ingredients. I was a bit sceptical at first and thought it was expensive but the boxes actually last a very lon...
Hi this is Ralph since being on Pure he has lost a lot of weight and is a much healthier and happier dog ... thank you Pure
I am really happy with the food. Susy is no longer obese, she lost 10 % of her body weight, her gut is healthy, she has been colitis free since she started w...
Had my 2 terriers on this now for 7 week's and they’re thriving......they are both so full of energy and my underweight JRT has finally put weight on and eat...
Designed to deliver optimal health
Tell us about your dog and we will -
1. Tailor to your dogs specific weight
2. Adapt the calories according to activity levels
3. Tailor to your dogs ailments and allergies
4. Create a menu of complete and balanced meals for your dog
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
Honest food
Happier dogs
Longer lives
Frequently Asked Questions
Everything else you need to know about Pure
Am I tied into a subscription?
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.
Is Pure expensive compared to other foods?
Pure costs a lot less than you think compared to other premium foods. Pure starts at £0.89p 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.
Do I pay for delivery?
Delivery is completely free, there are no hidden charges, what you see is the price you pay.
What is the nutritional value, and is it good for my dog?
We’ve served over 30 million meals and have thousands of success stories. 91% of dogs reported an overall health improvement after switching to Pure. We worked with a University to investigate the digestibility of our food. In this study, our food was more digestible than a kibble formula (no animals were tested). This simply means your dog can digest and obtain the nutritional benefits from our high-quality ingredients.
What if my dog doesn’t like it?
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.
Is this nutrionally suitable for my neutered/spayed dog?
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 your dogs specific health issues. Simply tell us about your dog and we’ll create a tailored plan.
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 this food tasty for dogs that are unwell?
We know it can be tricky to feed dogs who don't always feel well. Pure is made with highly digestable, natural ingredients and we've had thousands of success stories with fussy dogs