The delicious food your dog deserves
Tailored healthy dog food made to give our dogs longer, happier lives by our side
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
Naturally nutritious
We finely chop and gently remove the moisture from our ingredients to naturally preserve them and lock in their nutritional goodness.
Just add water
Complete & balanced
Naturally tastyHow Pure compares
Trusted by thousands
We switched from brown biscuits to Pure, and after just a week she completely stopped itching, and her skin cleared up. Thank you Pure for giving Nelly her life back.
Nelly & Polly
She came to us with a whole host of stomach and digestive issues. Within just 2 days her issues had eased, and now 3 months on she's a different dog. Thank you so much for saving our dog's life!
Lloyd, Peta & Lulu
We've delivered over 10 million meals
As seen at Crufts
We're a friendly bunch of dog lovers. We think dogs deserve to enjoy every dinner with complete, wholesome goodness that brings better digestion, shinier coats, boosted immunity and more.