

Voucher Applied!
10% Off Your Next Order

Pet's Lives We've changed
for the better

Investing in your pet's diet can have a transformational impact on their health and happiness.

Rated 'Excellent' on Trustpilot

Lulu is now a different dog

We rescued Lulu from the Pro Dogs Direct charity, who were great. She came to us with a whole host of stomach and digestive issues. They were so bad that euthanasia was discussed twice by our vets.

We tried tablets, gels, and prescription kibble diets, and by this point, we were at our wits end. We found Pure after seeing a review online, 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!

Create your plan

Backed by vets Formulated by nutritionists

Nutrition is the foundation for our pets' well-being, feeding natural diets with simple ingredients ensures optimal health. We are what we eat so it shouldn't be different for our pets.

Dr Andrew Miller

When owners are asked what makes a healthy pet food, they often mention ingredients. But what is often not considered is how the food is processed, and this is possibly the most significant factor when choosing a dog food.

Dr Brendan Clark

Meet Nelly & Polly

I rescued Nelly two years ago. She came to me with alopecia; she would itch so much that she had scabs and whiteheads covering her whole body.

I couldn't even stroke her, which was heart-breaking.

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.

We've helped 1000s of dogs

This is Brody, he's a French Bulldog, and from day 1 he had diarrhoea. He started to bleed (a lot) when going to the toilet; we took him straight to the vets and was sent home with antibiotics. After 6 months of this, the bleeding was worse than ever, and our vet bills were mounting up. Within the first DAY of feeding Brody Pure, he stopped bleeding, and his stools became normal, we honestly didn't believe it was his diet. This has literally changed our lives.

Brody and Elizabeth

Freya's an ex-racing greyhound whose first 4 years were spent on a track. She's always been a bit sensitive with her food. It would give her gas that would empty rooms, a bloated belly and weird bowel movements! I struggled to find her good food that wasn't laden with grain or nuked to death. Since on Pure, she is full of energy, not always hungry and no foul smells or bowels. Her eyes now sparkle, her skin is no longer dry, and her fur is growing back.

Freya and Anoushka

Diesel's much healthier

This is Diesel. For the first two years, he was a happy and healthy pup, it wasn't until just after his 2nd birthday that he started to develop skin, stomach and bladder problems.

We switched to Pure as it's nutritious and doesn't have any of the nasty stuff in it. We've realised by investing in Diesel's health we can give him a healthy, happy life.

Good Housekeeping
The telegraph
Country Living

We've delivered


meals and changed the lives of thousands of pets for the better

Natural, healthy dog food subscription

Personalise your dog's recipe

Proactively invest in your pet's health with a vet-approved nutritious diet

Get started with 50% off