The easiest way to feed healthy dog food
Tailored nutrition for your dog. Healthy weight, happy life from only 89p a day.
What is Pure?
A natural, healthy dog food designed to take the stress out of meal times.
Pure is tailored to your dog’s age, weight, and health goals to help them reach and maintain a healthy weight
Simply add water and stir to quickly rehydrate the food and create a healthy, nutritious meal your pup will love.
We've delivered
meals and changed the lives of hundreds of thousands of dogs for the better
Backed by vets, formulated by nutritionists
I've been a vet for over 30 years and for about the last 5 years I've been suggesting Pure to my patients. I've found it to be incredibly helpful and some of the dogs have responded dramatically well
Dr Julian Norton MA VetMB GPcertSAP MRCVS, Partner
Don't just take our word for it
Listen to what others have to say about it
How Pure compares
Combat obesity
According to the PFMA, 51% of dogs are overweight or obese. Obesity leads to a whole host of health issues in later life such as arthritis, diabetes and even cancer. Poor quality foods can cause your dog to eat more to feel full.
We know in our diet, if we eat processed food regularly, we can feel sluggish, become overweight and suffer from health issues later in life. Switching to a healthier, natural diet helps maintain a healthy body weight and combat obesity.
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
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.
Will pure help with my dogs weight management?
We've had thousands of success stories with weight management, and over 91% of dogs feeding Pure have seen an improvement in their dog's health. Our team are nutritionally qualified and will be able to help you every step of the way
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 Pure suitable for my dogs health concern?
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.
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.