Updated 07 Jun 2021
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Pure Pet Food Chicken Delicious

Type of food

Air dried complete

Dog types

Pet dogs

Breed sizes

Suitable for toy breed dogs
Adult weight 1-4kg. e.g. Chihuahua, Pomeranian, Yorkshire Terrier
Suitable for small breed dogs
Adult weight 4-10kg. e.g. Beagle, Dachshund, Jack Russell
Suitable for medium breed dogs
Adult weight 10-25kg. e.g. Border Collie, Staffie, Springer, Vizsla
Suitable for large breed dogs
Adult weight 25-45kg. e.g. Boxer, Labrador, Greyhound
Suitable for giant breed dogs
Adult weight 45kg+ e.g. Bernese, Great Dane, Mastiff

Dog ages

From weaning to old age

Pack sizes

2kg, 4kg & 8kg bags


8kg bags = £99.99


Pure Pet Food is an air-dried food and needs to be reconstituted with water on roughly a 1:1 basis. The following suggested amounts are based on the recommended weight of dry food before reconstitution.

Nutritional rating


At a glance

Natural: Free from added artificial preservatives, antioxidants, colourings, flavourings or other controversial synthetic ingredients
High meat content: Contains at least 30% meat ingredients (on a dry matter basis)
Hypoallergenic: Free from all ingredients that are regularly linked by veterinarians to food allergies and/or intolerance in dogs like wheat, maize, dairy products, soya products and artificial additives
Not clearly labelled:

It is difficult to tell exactly what is in this food due to a lack of labelling clarity.

Certified nutritionally complete: This food complies fully with the complete food nutrient tolerances as recommended by FEDIAF and/or AAFCO

Price per day

Shop for this food



Mixing bowl:

Chicken Breast & Thigh (40%), Carrot, Potato, Parsnip, Apple, Cabbage, Green Beans, Brewers Yeast and Minerals.

As fed (BETA):

Why is this different from the ingredients list?

Nutritional additives (per kg)

Vitamin A 0, 45 mg, Vitamin D3 0, 0125 mg, Vitamin E 33, 50 mg, Folic Acid 0, 30 mg, Niacin 20, 00 mg, Pantothenic Acid 18, 00 mg, Vitamin B2 8, 00 mg, Vitamin B12 0, 04 mg, Vitamin B1 2, 50 mg, Vitamin B6 1, 50 mg, Biotin 0, 02 mg, Vitamin C 500, 00 mg, Selenium 0, 35 mg, Iodine 1, 50 mg, Manganese 50, 00 mg, Copper 10, 00 mg, Zinc 90, 00 mg, Iron 90, 00 mg, Choline 1.600, 00 mg, Calcium 10.000, 00 mg, Phosphorus 9.000, 00 mg, Potassium 3.500, 00 mg.

Typical Analysis

Protein 30.0%, Fat 18.0%, Fibre 2.1%, Ash/Mineral content 5.7%, Moisture 5.0%.


437.0 kcal/100g

Dry weight nutrients

Above average


Below average

* NFE carbohydrate level (i.e. not including fibre). Level estimated from available data.


8kg bags RRP


Grams per day


Cost per day


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Company info
Name: Pure Pet Food 88 Pure Pet Food foods listed44 Pure Pet Food treats listed
HQ: Yorkshire, UK
Manufacturer's product description

" Packed full of natural human-grade ingredients, Chicken Delicious is a complete and balanced food your dog will go crazy for. Feed the best, to the best.

Lovingly made in our Yorkshire facility, Chicken Delicious is grain-free, free from preservatives and contains zero nasties. Nutritious and human-grade dogs go tail-wagging crazy for this recipe.

We gently air-dry 100% natural, human-grade ingredients to remove moisture and lock in the nutrients. We're banishing bad bellies, boring brown biscuits and badly behaved dogs through the power of food.

Discover delicious, high-quality, personalised dog food delivered every month with Pure Pet Food. "

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31 Comments AADF Privacy Policy Sign in to comment
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Kat 6 months ago

TL;DR - Made one of my dogs sick, had to be taken to the vet. After speaking to them, Pure did refund 50% of his 2nd food order. Cancelled both my plans. VERY expensive failed trial.

I decided to try Pure with 2 of my dogs, with an aim to add my other 2 once they finished their remaining food. Did not get that far.

Neither of my 2 found Pure particularly enjoyable but eventually came around to eating it during the transition period. Did cause some gastric upset throughout the transition (gas and bright yellow faeces) but the real issue was once they were fully transitioned on to Pure.

One of my dogs is a fussy eater and has a sensitive stomach. I highlighted this on the Pure questionnaire. During the transition period, he vomited irregularly but I did not link this to the food at that time. However, once he was on only Pure, he started to vomit a few hours after every meal. He started to refuse his morning meal but was still vomiting after his dinner. I took him to the vet, we went through what it might be - only thing the vet identified was the change in food. He was given symptomatic relief and a digestive care diet with instructions to change him back to what he was on prior to Pure. We have since finished his symptomatic relief and changeed his food back and he is now completely fine.

Given that Pure claimed to cater to dogs with sensitive stomachs but made mine more ill than he has been on any dog food, I decided to cancel not only his plan but my other dog's as well. Even though she does not have a sensitive stomach, I did not want to continue feeding my dogs anything that made one of them sick.

I contacted Pure customer service to complain about the issues I had. At first, they were very unreceptive to even the possibility that the sickness had been caused by their food. Became more open to this and offered a 50% refund on the 2nd order of one of my dog's food. Better than nothing but still not great.

In conclusion, for the experience I spent -

Around £43 for their transition food

Around £71.99 for one dog's second delivery

Around £99 for the sick dog's second delivery

And £106 for the vet visit

Minus the 50% discount (£50)

The total is £269 to try Pure for 3 weeks and to make my dog sick.

Really hope this doesn't happen to anyone else or that someone might read this and not put their dog through what mine suffered.

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Chris Sanders 9 months ago

I have run out of Pure food and have not heard about the next delivery. Help!!!

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Graham Bradley a year ago

how much is it? I can't find any prices!

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Ray Davies 2 years ago

My dog Mutley loves the chicken but it would appear that there is sweetcorn in his stools yet I dont see that on the ingredient list . Could you clarify this please ?

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Ray Davies Ray Davies 2 years ago

Would appreciate a reply, thank you .

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Pure Pet Food Ray Davies a year ago

Hi Ray
If you do notice some vegetable matter in your pet’s stools, try not to worry. Pure contains fruit and vegetables, which are a packed full of fibre. Fibre is a non-digestible form of carbohydrate that helps to stabilise blood sugar levels and prevent constipation, so this can be a common side effect.With a regular kibble biscuit or wet food, the vegetables have already been processed to an unrecognisable extent, so you wouldn’t notice roughage being passed.“If you are switching from a highly-processed diet, your dog’s digestive system needs some time to adapt to the new type of food. You may see more pieces of roughage in stools; this is completely normal with a natural diet.” – Dr Andrew Miller MRCVSWe hope this helps! If you have any further questions email us at hello@purepetfood.co.uk and we will reply straight away :)

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Isabelle Lorion 2 years ago

Just started using Pure Chicken Delicious and my dog is absolutely nuts for it. Before, she would pick at her kibble, trying to only eat the bits with salmon oil on them. Now she literally dances for her food when I'm making it and pounces as soon as I put the bowl on the floor. If your dog is picky, this is a great food. Her stool is looking good so far and is healthy and happy. Very highly recommended.

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Pure Pet Food Isabelle Lorion a year ago

That is fantastic to hear Isabelle :) Thank you so much for the great feedback!

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Gohkee Chan 3 years ago

Has/does anyone feed their cats the dog recipes? The cats only have 2 choices

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Pure Pet Food Gohkee Chan a year ago

Good morning Gohkee
We have a number of owners who feed our cat recipes. You can find our cat recipes on the link below -https://www.purepetfood.com...If you have any questions you can email us at hello@purepetfood.co.uk and we will be delighted to help

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Raffaela De Vittorio 3 years ago

The potato content seems very high. I’ve always looked for food without grain and potato. I didn’t think dogs can digest them. Why is the content so high?

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Pure Pet Food Raffaela De Vittorio 3 years ago

Hi Raffeala
We do offer potato free recipes such as our Brilliant Beef recipe. The information below regarding our meat content may also help -
The information below regarding our meat content will hopefully help –
Q. How much meat is in Pure?
A. The meat in our food is gently dehydrated to remove the moisture so weighs around four times less than fresh meat. This means every 100g of our Chicken Delicious recipe for example contains around 160g of fresh meat, making our meals equivalent to a dry dog food with around a 70-80% meat content, when compared on a dry matter basis.
We would also suggest comparing our protein levels in our typical analysis section to other brands, which can be found on any of our recipe pages -
Hope this helps and thank you for getting in touch

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DP 4 years ago

My dogs did not handle this food very well. It caused them gastrointestinal issues despite transitioning them slowly. I really wanted the food to work for them as I like the ethos etc unfortunately this was not the case for us. I also would be cautious of advice to feed raw on FAQs since this can be problematic depending on your pets health, age etc. Consult a vet before doing that.

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Pure Pet Food DP 4 years ago

We are extremely sorry to hear to hear the issues your dogs have had and we are glad we had the opportunity to discuss it with you over the phone.
An independent laboratory tests every batch of food we manufacture clear of any harmful microbes and salmonella. We also require evidence that all raw materials have passed these tests before they even enter our facility. We immediately looked at our retained samples of the sample box which you were sent and the smell and taste is very typical of what we expect. Furthermore the batch in question has tested clear by an independent laboratory of all our usual tests and we have had no issues reported before or since with this or any other batch.We hope you find a food to suit your dogs. Our foods have had a number of success stories including dogs with gastrointestinal issues which you can find on the link below –

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DP Pure Pet Food 4 years ago

If you do not sell the raw food, why do you instruct owners to feed raw to their dogs? You do this on your website. The burden of proof is not on the customer but your company. You also make claims such as 'Human grade food' yet no food that is made for dogs will be consumed by humans, and any food or ingredient that goes into the pet food industry by default is not human grade. How do you explain all these claims.

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Pure Pet Food DP 4 years ago

To address each point you have made.- As previously discussed raw feeding is a very well established and safe method of feeding. There are a myriad of studies, veterinarians, societies and associates which promote feeding raw whilst raw feeding manufacturers have exemplary safety records worldwide. That said as far as we are aware there is no evidence to support the idea that raw feeding has directly led to any issue in this situation.- We are unsure what you are implying by your statement that our micro testing is “overdue”. Again as previously discussed we test every batch of food clear of any harmful microbes and salmonella. We also require evidence that all raw materials have passed these tests before they even enter our facility. The retained samples we keep of the batch in question has tested clear of all those tests and we have had no issues reported before or since with this or any other batch. Furthermore we have offered to re-test the exact box of food you claim caused the issue, however until now have received no such sample from yourself. We would very much welcome the opportunity to re-test our product and believe it would have been fair to allow us to do so before publishing your claims that our food or raw food was responsible for this situation as all the evidence we currently have suggests that is not possible and we have seen no evidence otherwise.- We certainly do not moderate feedback online, you will see a range of different reviews both on our website and social media pages. You are free to express your opinion but of course if we feel a statement is actually false and damaging to our company we will naturally want to present our side of the story as we are doing here.- You are incorrect that all pet food is of the same quality. This point seems to be unrelated to the issues but as an example pet food labelling will allow bones, feathers, beaks, 4D meats etc to be labelled as meat, just like the fresh chicken breast we use in our recipes is labelled as meat. We are quite different in that we own our own human grade food facility. Pet grade materials are simply not allowed on site so we operate very differently to a lot of other manufactures.We deeply sympathised with your situation when you originally approached us. We know all too well how difficult losing a dog can be. We have done all we can both in the routine standards we adhere to and in re-testing since you brought the possibility of an incident to our attention to ensure that our products and this batch in particular was in no way harmful. We would welcome further discussion with yourself so we can go over the points above and any further testing we could perform to reassure you that our products were not to blame. We would very much appreciate if you would be able to call our offices to discuss this issue further at your earliest opportunity as these allegations are of course extremely hurtful and we would welcome any opportunity to further prove and reassure you of our products quality and safety.

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DP Pure Pet Food 4 years ago

To address each one of your points- raw feeding is a highly contentious issue and many vets advise against it. Despite the raw lobby being quite strong, evidence is emerging of problems and issues that have arisen from raw feeding. Since as you say you do not sell raw food and are not yourselves veterinarians, make such recommendations that later you can not be held accountable to is callous. Raw chicken which you recommend, in supermarkets will contain bacteria, the reason it is allowed is because the assumption is there that it would be cooked prior to consumption.- In terms of your microbiological testing, you have not provided me with any reports of your batch testing. Yes, I will send you the food for testing, that is once it has been tested by an independent laboratory.- You deleted my comment online. You also requested that my other review be taken down.- 'You are incorrect that all pet food is of the same quality', I did not state this, I stated that you can not claim that your food is 'human grade' which is what you claim.- Unfortunately, I did not find your approach sympathetic, but quite aggressive. You were very keen to deny any liability, which is understanding, but my intentions were not to hurt your company as you know I did not even request a refund, although nor did you offer one. I took this to you as I did not want any other dogs dying or becoming ill. If you wish to discuss this further, please do not hesitate to contact me.

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NickF 5 years ago

Finally happy. Our dog was suffering random seizures and in the end the solution was to get her off the supermarket 'complete' foods. We tried several top end and cold compressed foods, Markhus Muhle, Gentle, Europa etc which were OK but Maisy is a fussy eater. Not anymore. She likes this food. I put 5 scoops for the day (she weighs 25kg) into a bowl while I make my morning cuppa and use the hot water to rehydrate the food, mixing with a spoon, just like a Pot Noodle. It absorbs a lot of water and I add water to get it to a sludgy mix. I might top off with cold to get the temperature down quickly, ready for eating. Maisy loved it we went out and bought two other flavours. It's not cheapest, but why should it be? The ingredients seem good. The smell is acceptable, which is a first for a wet food. A 2KG box lasts about 14 days and at about £32 a box is working out around £2.40 a day. The food is sometimes discounted (my first purchase was 2 for 1 at Petsathome 2017).

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Eilis Scott 6 years ago

I just got a delivery of Pure - Turkey Teriffic - during the week so I've just started transitioning my 12 year-old Kerry Blue onto it. It's early days yet so can't comment on poohs or tummy issues but my, does she love it; she is as excited when I open the bag of Pure as she is when I give her fresh food. She's never had that reaction to kibble.
Something that I like about this product is that because the packaging is small I can decant into a glass container and keep in a dark cupboard. I don't use it for myself and hated that the dog food was stored in plastic.

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Michelle Symmons 7 years ago

Can you tell me please what % of potato you use? Thank you. X

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Pure Pet Food Michelle Symmons 7 years ago

Hi Michelle. The Chicken Delicious recipe for example contains the following, which is very representative of our entire range. Chicken & Chicken Liver (40%) Carrot (21%) Potato (21%) Egg (5%) Parsnip (5%) Green Beans (3%) Apple (2%) Cabbage (2%) vitamins & minerals (1%) Dan (Pure Pet Food)

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Rusty 7 years ago

Sorry to be thick, but should it be treated as raw or are all bacteria killed in drying process??

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Pure Pet Food Rusty 7 years ago

Hi Rusty. All of the fresh fruit and veg in Pure is dehydrated between 50-70C so still technically classed as raw. Our potatoes are flash cooked prior to this to break the outer cellulose layer and ensure proper digestion, meaning they can be utilised as a great low calorie source of fibre. Our fresh meat is dehydrated at a temperature which kills any harmful pathogens and bacteria, but still retains the natural amino and fatty acids present in fresh meat. The food can be safely stored at room temperature and has a 12 month shelf life. When rehydrated it should be treated as fresh, refrigerated and used within 48 hours. I hope that helps. Dan (Pure Pet Food)

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Rusty Pure Pet Food 7 years ago

That's great, thank you for the reply. What I guess I'm asking is is it safe when re hydrated or should we still treat it as raw meat? We currently feed entirely raw to our boys but have issues with the possibility of infection (humans, not dog's) as they are messy, messy eaters and we have small children to consider. Thank you.

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Pure Pet Food Rusty 7 years ago

You don't have to treat the food as you would raw meat and there is no bacterial risk from having the food stored alongside your own.

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Sebastian Pure Pet Food 6 years ago

Hi. You say that this food contains Human grade ingredients. Can people eat that food??

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Diana Tammen 7 years ago

This really is an excellent product. When you make it up with hot water, it even smells delicious. My bitch needs much less of this food than of other more processed foods.

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Kevin Johnstone 8 years ago

Do you add water too k9 optimum puppy

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Dan Kevin Johnstone 8 years ago

Hi Kevin. Yes you add water to Pure so it rehydrates into a fresh meal. Dan

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Roxy Gray Kevin Johnstone 7 years ago

what's k9 optimum got to do with Pure ??!!

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Trish Gallagher 8 years ago

having been feeding Pure to Jess, our rescue dog that we brought back from
Spain. She’s had a terrible time which unfortunately led to her jaw being
removed, making feeding time extremely difficult. I was preparing my own fresh
meat and veg and blending it together before but being able to make this food
up to the consistency she can manage is great and she seems to really enjoy it
as well.

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