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Fresh natural food
long healthy lives

Air-dried dog food made with natural ingredients, personalised to your pet.

Discover your dog's plan TrustpilotRated 'Excellent'
50% off your first plan box
Dehydrated dog food

Naturally Air-Dried To Lock in Goodness

We gently air-dry 100% natural, human-grade ingredients to remove moisture and lock in the nutrients. This non-destructive air-drying maintains ingredients' nutritional integrity.

What goes into our food
Best hypoallergenic dog food

Nelly has tried almost every sensitive/hypoallergenic food, and nothing has been as good as Pure for her skin, stomach and overall happiness. Honestly, the best dog food I have ever bought! Thank you Pure

Nelly and Polly

Dog food delivered Without the nasties

Simply add the water back in to create a healthy, wholesome, grain-free meal. Our dogs are part of the family and deserve real food. Discover delicious, high-quality, personalised recipes, delivered to your door every month.

How your dog could benefit

Take control of Your pet's health

Proactively invest in your pet's health with a vet-approved, nutritious diet that's trusted by thousands. Healthier dogs live longer lives.

Get started with 50% off
Healthy dog food subscription

Proven to improve your dog's health

Other dog food can contain poor quality ingredients like slaughterhouse by-products, feathers and hooves. They often use harmful heat and pressure processing, then artificially add nutrients back in.

We're banishing bad bellies, boring brown biscuits and badly behaved dogs through the power of food.

Tailor your dog's plan
Rated 95% on All About Dog Food

Thousands of happy dogs

Fewer vet visits
Shinier coats
Better bellies
Increased vitality
Personalised dog food

Personalised for your dog

  • Tell us about your dog so we can recommend the perfect, natural recipe
  • We'll create a healthy personalised plan tailored to your dog's specific needs
  • Your meals arrive on a regular, flexible plan that you can cancel at any time
See your dog's plan
Good Housekeeping
The telegraph
BBC
Country Living
Metro

Backed by vets Formulated by nutritionists

If you're looking for a high-quality food for your pet, then give Pure a try. The recipes are made with human-grade ingredients and are personalised to help your pet thrive

Dr Julian Norton MRCVS
A Yorkshire vet from the telly
Nick Thompson Vet Professional

Dr Nick Thompson MRCVS
Founder of The Holistic Vet

Andrew Miller Veterinary Professional

Dr Andrew Miller MRCVS
Pure's in-house vet

Brendan Clarke Vet Professional

Dr Brendan Clarke MRCVS
Director at Towerwood Vets

Natural dog food delivered

Changing dog's lives for the better

Like you, we care about dogs and want to give them the best. We know that dogs thrive on a fresh, natural diet and we wanted to make a healthy food that's easy for owners. Our dogs deserve a healthy, happy life.

Try now with 50% off