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Overview
Nutrition
Pricing
Company
Review
Similar foods
Comments26
Update
Turkey with broccoli, spinach & flavoursome fruit
Salmon with sweet strawberries & courgette
Duck with a medley of veggies & bursts of blueberry
Herring with white fish a medley of garden greens
Chicken with garden greens & strawberry pieces
Pure Pet Food Adult Review
Type of food
Complete dry air dried
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 12 months to old age
Pack sizes
1kg packs
RRP
1kg packs = £11.14
Notes
Pure Pet Food is an air-dried food and needs to be reconstituted with water on roughly a 2:3 basis. The following suggested amounts are based on the recommended weight of dry food before reconstitution.
Pure is a 'tailored plan' food so pack sizes and prices can vary. The price per day here is calculated using the price per kilo for an average, healthy 14kg adult dog and is for comparison purposes only.
AADF rating
80%
At a glance
Natural: Free from added artificial preservatives, antioxidants, colourings, flavourings or other controversial synthetic ingredientsHigh meat content: Contains at least 30% meat ingredients (on a dry matter basis)Hypoallergenic: Free from wheat, maize, dairy products, soya products and artificial additivesNot clearly labelled:
This product has not been awarded the clear labelling logo because the percentage of the first non-meat ingredient is not declared.
Certified nutritionally complete: This food complies fully with the complete food nutrient tolerances as recommended by FEDIAF and/or AAFCO
" Pure is tailored healthy dog food made to give our dogs longer, happier lives by our side. We finely chop and gently remove the moisture from fresh ingredients (by air drying) to naturally preserve them and lock in their nutritional goodness. It's the delicious food your dog deserves!"
Air drying acts as a natural form of preservation; this means Pure doesn't add any preservatives and avoids the harmful high-temperature, high-pressure processing methods used to make many other dog foods. This also allows owners to feed healthy natural food without the need for fridge or freezer space. Owners answer a questionnaire, and Pure creates a personalised feeding plan. Prices start from 82p per day but vary depending on your dogΒs needs. "
I made a switch to Pure from a fresh dog food brand due to them raising prices constantly. My dog can be a fussy eater so was worried he wouldnβt like this as he loved his previous food, but he licks his bowl clean every time!!
I am just over a week into the transition and no complaints so far. I do add a little bit more water though as my dog finds it difficult to lick the sides of the bowl as it gets stuck when I use the recommended amount of water.
I LOVE the fact that itβs so easy to store and take away with you on trips. Also itβs super satisfying to make!! Iβm telling all the pawrents about this amazing brand!!
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PurePet
Stel29• 20 days ago
Good Morning
Thank you so much for the lovely comments and we're so pleased to hear your pooch is enjoying their Pure recipes.
I always find leaving the food to sit for a few minutes after preparing and then mixing again with a fork creates a better texture. We have found dogs that usually struggle to eat the food get on much better preparing the food like this.
Kind Regards
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Cris Teh Tanzi• 25 days ago
Terrible food ! my dog id not like it so i did what they said and ease him in by mixing his normal food. he ended up throwing up badly onthe 4th day.
When I asked for a refund they just said no...due to the fact I opened. the food even though they sent me 2 and one of them was not open. They simply said
Hi Cristiana
Thank you for your email.
Unfortunately if you have opened the food then we cannot accept the food back to us for a refund due to cross contamination, it is unfortunate that your dog did not like the food but it does take some time for certain dogs to adjust to our food.
Warmest Wishes
Dermot McLoughlin
Pure Pet Food
I don't know what is in this food but my dog was already eating lightly cooked amazing fresh food ( by nature's menu ) so it's not like this food is so pure that he could not take it, he threw it all up so I don't recommend it at all ! I just wanted to try a portable option for when we travel but i made big mistake.
Β£30 pounds literally in the toilet.
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PurePet
Cris Teh Tanzi• 20 days ago
Hi Cris
I am very sorry to hear you've had a bad experience and I can assure you, this is not the service that we strive for.
You are able to return any unopened packs back to us within a two month period of receiving this.
Our food is very different to other dog foods out there and it can sometimes take dogs longer to adjust to this new diet.
If you would like to discuss this further please get in touch at hello@purepetfood.co.uk
Kind Regards
•
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Pure Pets Food• one month ago
"Pure Pet Food Adult has been a fantastic choice for our dog. The air-dried formula is convenient, nutritious, and loved by our pet. We've seen noticeable improvements in her health and energy. Highly recommend for its quality and ease of use! For more details, visit Pet Food."
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PurePet
Pure Pets Food• 20 days ago
Good Morning
Pure is very different to other dog food, we take 100% natural, human-quality ingredients and gently air dry them to remove the moisture and lock in the nutrients. This non-destructive process maintains ingredients' nutritional integrity
This allows owners to feed a high-quality natural diet that isn't highly-processed, whilst still retaining some conveniences of dry dog food
We also add in supplements for joint care, a natural prebiotic for digestion support and Omega 3 for skin care
If there's anything we can help with please get in touch at hello@purepetfood.co.uk
Kind Regards
•
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Canine01• one month ago
My dog likes Pure but for the recipes that have rice, it is just too hard to hydrate hard rice even leaving it for 5 mins in warm water, I agree with Davids video where he notices this too, the rice is still hard, my dog can't digest the hard rice so throws up just the rice pieces, I therefore can only use the 3 Pure recipes that don't have rice but my dog loves Turkey, Duck, Herring etc. which all have rice, I wish Pure would remove rice from all of them, sometimes I do this manually by picking out all the hard pieces of rice. Could you use a softer substitute for rice?
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PurePet
Canine01• 20 days ago
Good Morning
We're sorry to hear you are struggling to rehydrate the rice. I have passed all of your comments on to our lead nutritionist who formulates all of our recipes.
If you would like to discuss your options further with one of our nutritionally trained advisors please send us an email to hello@purepetfood.co.uk
Thank you for the feedback and trying our food!
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Ronley• one month ago
I have 3 dogs all on this. They love the food but communication is abysmal. Seriously considering cancelling as I cannot get hold of anyone.
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PurePet
Ronley• one month ago
Hi Ronley
First of all I'm sorry you've had a delay, we've recently had unprecedented growth and have been adding more team members to help reduce any delay in response times. This won't be an issue going forward but we thought you should know.
I've found your email ticket and will make sure it's responded to today π
Thank you so much for choosing Pure
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Steph100• one month ago
My dog has been on pure for a year now. Although Iβm not a fan of the look and smell of it myself, it has done wonders for a senior dogs bowel issues. Not only has it helped his digestive problems but he seems to really enjoy it and clears every bowl. I havenβt needed to contact them so canβt comment on the communication issues others have dealt with.
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Steph100• one month ago
Hi Steph
Thank you so much for comments, we're delighted to hear your dog is doing well π
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S Mack• one month ago
Like others I've found their dreadful communication a real issue. Emails go unanswered and when calling them put aside a chunk of your day. Couple that with a low score here and a dire website, I cancelled our subscription. We have 7 dogs and i wanted to trial it with one, so glad i took this option. The look and texture of the food is a very unappealing paste and gives my boy wind. Although more expensive, I'm staying with Different Dog. Their quality is second to none, great website and 100% reliable.
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PurePet
S Mack• one month ago
Good morning
First of all I'm sorry you've had a delay, we've recently had unprecedented growth and have been adding more team members to help reduce any delay in response times. This won't be an issue going forward but we thought you should know.
Our food is very different to other foods as we take natural ingredients, gently remove the moisture, you then receive the food in it's dry form and then add water to rehydrate before serving. This means we don't have any high cooking processes found in other foods and there is no need for defrosting.
We've had thousand of success stories, as you can see on our Trustpilot page - https://uk.trustpilot.com/review/purepetfood.com
Thank you for your feedback and we're glad you've found a food your dog enjoys π
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Larry Alen• 2 months ago
Difficult to deal with, "live" chat is never manned, just a message system that takes two days for a reply.
If you want to close your account then you have to call and wait 25 mins in a queue.
"I'm out"!!!
•
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PurePet
Larry Alen• one month ago
Hi Larry
We're sorry to hear you've had a bad experience, this is not the service that we strive for. We put customers at the heart of everything we do and can confirm that we've now made improvements to the cancellation journey.
Thank you for the feedback and for giving us a try. If you need any further help please don't hesitate to get in touch
Kind regards
Pure Pet Food
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Fay Woodford• 9 months ago
The "not clearly labelled" rating here is a bit incorrect - the stuff on the website is clearly labelled in the "recipes" section when you're choosing which one to buy, they just send it in generic bags. The boxes you can buy in stores have all the info clearly on them as you would expect. Maybe the site needs to rate the store-bought rather than the webstore stuff?
I love this food for mine - he needs extra fibre so adding warm water makes the fibre pellets soften & I can merge it all in to one. Super easy peasy. I make it a tad on the stodgy side too so it sticks to the side of his food bowl & needs to lick it off slowly, rather than keep it in a wet lump that gets swallowed in seconds!
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Fay Woodford• one month ago
Thank you for the kind words Fay, we're delighted to hear your dog enjoys Pure π
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Heather Izzard• 9 months ago
My Effie is a rescue with many stress issues. I looked for a high nutritional rate which would be good for mind too. Bad food can cause anxiety.
Pure and the Yorkshire team have been brilliant. We've tried salmon, mackerel +chicken. Chicken failed I had to add extra veg, or Greek yoghurt to use it up. But she's loved the fish from the start. She lost weight and had way more energy.
I have recently given he| Barking heads kibble in the morning as she doesn't seem to want to eat much. She's 10.
Pure will help adjust the price to help you feed at a cheaper price. Can't recommend enough. (I add more water to powder!)
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Heather Izzard• one month ago
Thank you so much for the lovely review and we're delighted to hear Effie is thriving on her Pure food π
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Carol2167• one year ago
I have just started transitioning to Pure from Innocent Hound and so far so good. Although my dog enjoyed the Innocent Hound food, she seems to prefer Pure.
Unlike one of the other reviewers, I found the instructions really clear - for my dog it's four scoops of food and four scoops of warm water per day, the scoops are marked up as 'food' and 'water'. I do vary the amount of water though but that is personal preference, and the instructions do state that you may prefer more or less water.
Will see how it goes longer term as we're only just coming to the end of the first week.
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Carol2167• one month ago
Thank you for the lovely review Carol, we're delighted to hear your dog is enjoying Pure
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Tony Guzam• one year ago
Got my first box today instructions not clear which one is Water which is food
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PurePet
Tony Guzam• one month ago
Hi Tony
We're sorry to hear that there was confusion and apologies for the late response. If you need any help or assistance please don't hesitate to get in touch at hello@purepetfood.co.uk
Kind regards
Pure Pet Food
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Donski• 2 years ago
Probably the weirdist dog food I have tried ! bizarre ! kind of smells familiar but cant quite place it. Have to say the dogs seem to love it .. too early to say how well they do on it. I am cheating a bit as I mix it with their Bella and Duke which they are not mad on and they have cleared their bowls since adding it. I am not the "one food to rule them all" type.. dogs would naturally forage all sorts of food. Really happy with the blend, as they are and its super convenient to keep a couple of bags of Pure on hand when you forget to defrost or you are going away etc... just have to get the ordering right as both B&D and Pure PF are subscription based and... errr.. expensive ! I'll report back on their condition.
1
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Donski• one month ago
Hi Donski
Thank you for the kind comments and we're glad to hear your dog is enjoying Pure π You can find out more about the benefits of Pure here - https://www.purepetfood.com/benefits
Kind regards
Pure Pet Food
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Suitable for all breeds of dogs
Private label (or white label) pet foods are pre-formulated recipes that companies can order from certain factories, add their own label or packaging and retail to the public as their own brand. They are therefore available from numerous suppliers. Click here for more info.
In general, unless your dog has health issues, you probably won't have to worry about these figures. Click here for more information
This is the ingredients list as printed on the packaging or manufacturer's website.
Think of the 'mixing bowl' composition like a recipe - all the ingredients you would need to put in a 'mixing bowl' in order to make the food.
Ingredients have to be listed in descending order of their weight so the higher it appears, the more there is.
Highlighted ingredients
Ingredients that we believe to be controversial or inferior are highlighted in yellow with particularly low grade, highly contentious or excessively vague ingredients in red.
As fed composition
While the 'mixing bowl' composition is useful for knowing what went into the food, it doesn't always reflect what your dog is actually eating. This is because the processes that turn the ingredients into the finished pet food can significantly alter the relative weights of the ingredients.
For this reason we've calculated the approximate 'as fed' percentages for the main ingredient categories in the finished product.
Please note that these figures are very approximate. They are estimates based on the information provided by the manufacturer in the ingredients list so the clearer the terminology and the more percentages they provide, the more accurate our estimates will be. Wherever information is lacking, we always assume the worst.
Ingredient categories
◉ Meat ingredients: includes all meat and fish ingredients except isolated fats/oils.
◉Added oils and fats: includes all isolated oil and fat ingredients.
◉ Carb-rich ingredients: includes all ingredients derived from grains, pseudo-grains, potatoes and other starchy root vegetables, sweet potato and legumes (except whole peas which are categorised under fruit and veg) except for isolated protein and extracted oils. Also includes fibre supplements.
◉ Fruit and veg: includes all whole vegetables and fruits.
◉ Other: all other ingredients. Mostly made up by nutritional supplements and additives.
The dry matter level of a nutrient is the percentage there would be in the food if all of the water was removed.
With water taken out of the equation, these figures allow the nutrient levels of foods of different types (like wet and dry) to be compared on an even playing field.
In general, unless your dog has health issues, you probably won't have to worry about these figures. Click here for more information
The price per day of feeding this food based on feeding the manufacturer's recommended daily amount from 1kg packs bought at their rrp to a dog of:
kg
Go!
Note: All suggested feeding amounts and costs are only approximate and may vary considerably from dog to dog. Be sure to contact the manufacturer if in any doubt.
80 out of 100 - Excellent
Our unique product ratings are calculated based on a number of characteristics including the quality and quantity of the stated ingredients, certain nutritional and technological additives and the processing methods used to create the food. They are designed to indicate how beneficial we think a food is likely to be for the majority of dogs when fed on a daily basis for an extended period. Click here for more information
Country of origin: United Kingdom
A technological additive is any substance added to a pet food "for a technological purpose and which favourably affects the characteristics of feed".
While the primary effects of technoloical additives are certainly 'favourable' (increased shelf life in the case of preservatives & antioxidants, better food texture and consistency in the case of gelling agents and thickeners etc.) some have been linked to health problems in pets and should be treated with caution.
Unfortunately, many technological additives do not have to be declared by the manufacturer so just because they do not appear on the label does not necessarily mean they are not in the food. If in doubt, ask the manufacturer directly exactly what technological additives their foods contain.
6.6k 
5
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Yorkshire, UK
Stel29• 24 days ago
I made a switch to Pure from a fresh dog food brand due to them raising prices constantly. My dog can be a fussy eater so was worried he wouldnβt like this as he loved his previous food, but he licks his bowl clean every time!!
I am just over a week into the transition and no complaints so far. I do add a little bit more water though as my dog finds it difficult to lick the sides of the bowl as it gets stuck when I use the recommended amount of water.
I LOVE the fact that itβs so easy to store and take away with you on trips. Also itβs super satisfying to make!! Iβm telling all the pawrents about this amazing brand!!
PurePet
Stel29• 20 days ago
Good Morning
Thank you so much for the lovely comments and we're so pleased to hear your pooch is enjoying their Pure recipes.
I always find leaving the food to sit for a few minutes after preparing and then mixing again with a fork creates a better texture. We have found dogs that usually struggle to eat the food get on much better preparing the food like this.
Kind Regards
Cris Teh Tanzi• 25 days ago
Terrible food ! my dog id not like it so i did what they said and ease him in by mixing his normal food. he ended up throwing up badly onthe 4th day.
When I asked for a refund they just said no...due to the fact I opened. the food even though they sent me 2 and one of them was not open. They simply said
Hi Cristiana
Thank you for your email.
Unfortunately if you have opened the food then we cannot accept the food back to us for a refund due to cross contamination, it is unfortunate that your dog did not like the food but it does take some time for certain dogs to adjust to our food.
Warmest Wishes
Dermot McLoughlin
Pure Pet Food
I don't know what is in this food but my dog was already eating lightly cooked amazing fresh food ( by nature's menu ) so it's not like this food is so pure that he could not take it, he threw it all up so I don't recommend it at all ! I just wanted to try a portable option for when we travel but i made big mistake.
Β£30 pounds literally in the toilet.
PurePet
Cris Teh Tanzi• 20 days ago
Hi Cris
I am very sorry to hear you've had a bad experience and I can assure you, this is not the service that we strive for.
You are able to return any unopened packs back to us within a two month period of receiving this.
Our food is very different to other dog foods out there and it can sometimes take dogs longer to adjust to this new diet.
If you would like to discuss this further please get in touch at hello@purepetfood.co.uk
Kind Regards
Pure Pets Food• one month ago
"Pure Pet Food Adult has been a fantastic choice for our dog. The air-dried formula is convenient, nutritious, and loved by our pet. We've seen noticeable improvements in her health and energy. Highly recommend for its quality and ease of use! For more details, visit Pet Food."
PurePet
Pure Pets Food• 20 days ago
Good Morning
Pure is very different to other dog food, we take 100% natural, human-quality ingredients and gently air dry them to remove the moisture and lock in the nutrients. This non-destructive process maintains ingredients' nutritional integrity
This allows owners to feed a high-quality natural diet that isn't highly-processed, whilst still retaining some conveniences of dry dog food
We also add in supplements for joint care, a natural prebiotic for digestion support and Omega 3 for skin care
If there's anything we can help with please get in touch at hello@purepetfood.co.uk
Kind Regards
Canine01• one month ago
My dog likes Pure but for the recipes that have rice, it is just too hard to hydrate hard rice even leaving it for 5 mins in warm water, I agree with Davids video where he notices this too, the rice is still hard, my dog can't digest the hard rice so throws up just the rice pieces, I therefore can only use the 3 Pure recipes that don't have rice but my dog loves Turkey, Duck, Herring etc. which all have rice, I wish Pure would remove rice from all of them, sometimes I do this manually by picking out all the hard pieces of rice. Could you use a softer substitute for rice?
PurePet
Canine01• 20 days ago
Good Morning
We're sorry to hear you are struggling to rehydrate the rice. I have passed all of your comments on to our lead nutritionist who formulates all of our recipes.
If you would like to discuss your options further with one of our nutritionally trained advisors please send us an email to hello@purepetfood.co.uk
Thank you for the feedback and trying our food!
Ronley• one month ago
I have 3 dogs all on this. They love the food but communication is abysmal. Seriously considering cancelling as I cannot get hold of anyone.
PurePet
Ronley• one month ago
Hi Ronley
First of all I'm sorry you've had a delay, we've recently had unprecedented growth and have been adding more team members to help reduce any delay in response times. This won't be an issue going forward but we thought you should know.
I've found your email ticket and will make sure it's responded to today π
Thank you so much for choosing Pure
Steph100• one month ago
My dog has been on pure for a year now. Although Iβm not a fan of the look and smell of it myself, it has done wonders for a senior dogs bowel issues. Not only has it helped his digestive problems but he seems to really enjoy it and clears every bowl. I havenβt needed to contact them so canβt comment on the communication issues others have dealt with.
PurePet
Steph100• one month ago
Hi Steph
Thank you so much for comments, we're delighted to hear your dog is doing well π
S Mack• one month ago
Like others I've found their dreadful communication a real issue. Emails go unanswered and when calling them put aside a chunk of your day. Couple that with a low score here and a dire website, I cancelled our subscription. We have 7 dogs and i wanted to trial it with one, so glad i took this option. The look and texture of the food is a very unappealing paste and gives my boy wind. Although more expensive, I'm staying with Different Dog. Their quality is second to none, great website and 100% reliable.
PurePet
S Mack• one month ago
Good morning
First of all I'm sorry you've had a delay, we've recently had unprecedented growth and have been adding more team members to help reduce any delay in response times. This won't be an issue going forward but we thought you should know.
Our food is very different to other foods as we take natural ingredients, gently remove the moisture, you then receive the food in it's dry form and then add water to rehydrate before serving. This means we don't have any high cooking processes found in other foods and there is no need for defrosting.
We've had thousand of success stories, as you can see on our Trustpilot page - https://uk.trustpilot.com/review/purepetfood.com
Thank you for your feedback and we're glad you've found a food your dog enjoys π
Larry Alen• 2 months ago
Difficult to deal with, "live" chat is never manned, just a message system that takes two days for a reply.
If you want to close your account then you have to call and wait 25 mins in a queue.
"I'm out"!!!
PurePet
Larry Alen• one month ago
Hi Larry
We're sorry to hear you've had a bad experience, this is not the service that we strive for. We put customers at the heart of everything we do and can confirm that we've now made improvements to the cancellation journey.
Thank you for the feedback and for giving us a try. If you need any further help please don't hesitate to get in touch
Kind regards
Pure Pet Food
Fay Woodford• 9 months ago
The "not clearly labelled" rating here is a bit incorrect - the stuff on the website is clearly labelled in the "recipes" section when you're choosing which one to buy, they just send it in generic bags. The boxes you can buy in stores have all the info clearly on them as you would expect. Maybe the site needs to rate the store-bought rather than the webstore stuff?
I love this food for mine - he needs extra fibre so adding warm water makes the fibre pellets soften & I can merge it all in to one. Super easy peasy. I make it a tad on the stodgy side too so it sticks to the side of his food bowl & needs to lick it off slowly, rather than keep it in a wet lump that gets swallowed in seconds!
PurePet
Fay Woodford• one month ago
Thank you for the kind words Fay, we're delighted to hear your dog enjoys Pure π
Heather Izzard• 9 months ago
My Effie is a rescue with many stress issues. I looked for a high nutritional rate which would be good for mind too. Bad food can cause anxiety.
Pure and the Yorkshire team have been brilliant. We've tried salmon, mackerel +chicken. Chicken failed I had to add extra veg, or Greek yoghurt to use it up. But she's loved the fish from the start. She lost weight and had way more energy.
I have recently given he| Barking heads kibble in the morning as she doesn't seem to want to eat much. She's 10.
Pure will help adjust the price to help you feed at a cheaper price. Can't recommend enough. (I add more water to powder!)
PurePet
Heather Izzard• one month ago
Thank you so much for the lovely review and we're delighted to hear Effie is thriving on her Pure food π
Carol2167• one year ago
I have just started transitioning to Pure from Innocent Hound and so far so good. Although my dog enjoyed the Innocent Hound food, she seems to prefer Pure.
Unlike one of the other reviewers, I found the instructions really clear - for my dog it's four scoops of food and four scoops of warm water per day, the scoops are marked up as 'food' and 'water'. I do vary the amount of water though but that is personal preference, and the instructions do state that you may prefer more or less water.
Will see how it goes longer term as we're only just coming to the end of the first week.
PurePet
Carol2167• one month ago
Thank you for the lovely review Carol, we're delighted to hear your dog is enjoying Pure
Tony Guzam• one year ago
Got my first box today instructions not clear which one is Water which is food
PurePet
Tony Guzam• one month ago
Hi Tony
We're sorry to hear that there was confusion and apologies for the late response. If you need any help or assistance please don't hesitate to get in touch at hello@purepetfood.co.uk
Kind regards
Pure Pet Food
Donski• 2 years ago
Probably the weirdist dog food I have tried ! bizarre ! kind of smells familiar but cant quite place it. Have to say the dogs seem to love it .. too early to say how well they do on it. I am cheating a bit as I mix it with their Bella and Duke which they are not mad on and they have cleared their bowls since adding it. I am not the "one food to rule them all" type.. dogs would naturally forage all sorts of food. Really happy with the blend, as they are and its super convenient to keep a couple of bags of Pure on hand when you forget to defrost or you are going away etc... just have to get the ordering right as both B&D and Pure PF are subscription based and... errr.. expensive ! I'll report back on their condition.
PurePet
Donski• one month ago
Hi Donski
Thank you for the kind comments and we're glad to hear your dog is enjoying Pure π You can find out more about the benefits of Pure here - https://www.purepetfood.com/benefits
Kind regards
Pure Pet Food