If you’re searching for a dog food that promises to bridge the gap between convenience and nutrition, Pure Pet Food has likely caught your attention. This British brand has been making waves since 2013 with their air-dried approach to pet nutrition, but does it live up to the hype? As someone who’s spent years evaluating dog food brands, I’ve taken a deep dive into Pure Pet Food to give you the honest breakdown you need.
Founded by childhood friends Daniel Valdur Eha and Mathew Cockroft, Pure Pet Food started with a simple mission: create dog food that actually looks like food. After appearing on Dragons’ Den in 2014 and turning down investment offers, they’ve grown into a £25 million business serving over 40,000 customers across the UK. But impressive growth doesn’t always translate to quality nutrition.
What Makes Pure Pet Food Different
Pure Pet Food’s main claim to fame is their air-drying process. Unlike traditional kibble that’s subjected to high-heat extrusion, Pure gently air-dries their ingredients at temperatures below 70°C. This method preserves more nutrients, enzymes, and amino acids that would otherwise be destroyed in conventional processing.
When you open a bag of Pure, you’ll immediately notice the difference. The food comes as a lightweight, concentrated powder that you rehydrate with warm water. It transforms into a wet food texture with about 70% moisture content – much closer to what dogs would naturally consume in the wild.
What I find particularly impressive is their commitment to human-grade ingredients. Every component is something you’d recognize: duck, salmon, sweet potatoes, blueberries, and spinach. There are no mysterious meat meals, fillers, or artificial preservatives that plague many commercial dog foods.
Ingredient Quality and Nutritional Value
Pure Pet Food works with veterinary nutritionists, including Dr. Julian Norton and Dr. Brendan Clark, to formulate their recipes. Each recipe meets FEDIAF standards and undergoes digestibility trials. University studies have shown their food has 15-20% higher nutrient bioavailability than standard kibble.
The brand offers several core recipes, including Mega Omega Salmon, Lean Chicken Spinach, and Turkey & Superfood Stuffing. Each recipe is designed as a complete and balanced meal for adult dogs, with specific formulations for puppies and senior dogs available.
I’m particularly impressed by their tailored approach. Pure uses algorithms to create breed-specific, life-stage-appropriate meals that account for allergies, weight management, and health conditions like pancreatitis. This level of customization is rare in the pet food industry.
Real Customer Experiences
The proof is in the pudding, or in this case, the dog bowl. Pure reports that 91% of dogs show health improvements within six weeks of switching to their food. While company statistics should always be taken with a grain of salt, the customer testimonials paint a compelling picture.
Many owners report significant improvements in their dogs’ digestive health. One customer shared that their Springer Spaniel’s chronic bloody stools resolved within three weeks of switching to Pure. Another noted that their Golden Retriever’s alopecia improved dramatically, with hair regrowth visible after just four weeks.
However, it’s not all positive reviews. Some owners have reported unintended weight loss in their dogs, particularly larger breeds like Labradors. This suggests that Pure’s portion guidelines might need fine-tuning for some dogs. Additionally, about 5-8% of reviewers mention the salmon recipe has an overpowering smell that they find unpleasant.
Convenience and Practicality
One of Pure’s biggest advantages is convenience. The air-dried format is shelf-stable without refrigeration, making it perfect for travel or homes with limited fridge space. Preparation takes about two minutes – simply add warm water and wait for it to rehydrate.
The subscription model offers flexibility with deliveries every 4, 6, or 8 weeks, and you can pause or modify your order anytime. Pure’s customer service team is notably responsive, often adjusting portions based on customer feedback about their dog’s weight or energy levels.
Storage is incredibly space-efficient. A month’s supply for a medium-sized dog takes up about the same space as a large bag of kibble but weighs significantly less. This makes Pure an excellent option for urban dog owners with limited storage space.
Cost Analysis
Let’s address the elephant in the room: Pure Pet Food isn’t cheap. Prices start at around $1.20 per day for small dogs and can reach $4-5 daily for large breeds. This puts it firmly in the premium category, comparable to high-end wet foods or raw diets.
However, when you consider the convenience factor, human-grade ingredients, and customization, the value proposition becomes more reasonable. You’re essentially getting the nutritional benefits of a raw diet with the convenience of kibble, plus the peace of mind that comes with veterinary-formulated nutrition.
For budget-conscious pet owners, Pure offers a subscription discount of 14% for bi-monthly deliveries, which can help offset some of the cost. If you’re currently spending money on digestive supplements, skin treatments, or frequent vet visits due to food sensitivities, Pure might actually save you money in the long run.
Comparison with Other Premium Brands
When compared to other premium dog food brands, Pure Pet Food holds its own. While traditional premium kibbles like Orijen or Acana offer excellent nutrition, they still use high-heat processing that can reduce nutrient availability. Raw food brands offer similar nutritional benefits but require freezer space and careful handling.
Pure’s unique positioning as a shelf-stable, minimally processed food fills a gap in the market. It’s more convenient than raw, more nutritious than kibble, and more cost-effective than many premium wet foods when you consider the concentration factor. Speaking of comparisons, if you’re looking at other innovative brands, you might want to check out our Dog food from Years review for another perspective on premium dog nutrition.
What Kind of Dogs Is This Food Suitable For
Pure Pet Food is particularly well-suited for several types of dogs. Dogs with sensitive stomachs or food allergies often thrive on Pure’s single-protein recipes and clean ingredient lists. The company reports a 90% reduction in allergy symptoms among dogs with skin sensitivities.
It’s an excellent choice for fussy eaters who turn their noses up at traditional kibble. The rehydrated texture and strong aroma (yes, even the salmon smell that some humans dislike) appeals to dogs’ natural preferences. Pure reports a 97% bowl-licking compliance rate in their trials.
Senior dogs particularly benefit from Pure’s format. The high moisture content aids digestion and kidney function, while the soft texture is easier on aging teeth and jaws. Many owners report renewed energy and improved coat quality in their older dogs.
For active dogs and working breeds, Pure’s high protein content and superior digestibility provide sustained energy without the blood sugar spikes associated with high-carb kibbles. The customizable portions also make it easy to fuel dogs with varying activity levels.
However, Pure might not be the best choice for very large dogs purely from a cost perspective. Feeding a Great Dane or Mastiff could easily cost $150+ per month. Additionally, some dogs prefer the crunch of kibble and may not adapt well to the softer texture.
Sustainability and Ethics
Pure Pet Food has made notable efforts toward sustainability. Their air-drying process uses 80% less water than traditional canning methods, and their packaging uses 92% recycled materials. The company offers carbon-neutral shipping with reusable insulated boxes.
The brand’s commitment to human-grade ingredients also means higher welfare standards for the animals used in their food. All meat sources are from farms that meet human food safety standards, which typically involve better animal welfare practices than pet food grade facilities.
Final Verdict
As a dog food specialist, I believe Pure Pet Food represents a genuine innovation in pet nutrition. The air-drying technology preserves nutrients effectively, the ingredient quality is exceptional, and the customization options are genuinely useful. The clinical results – both from studies and customer reports – support the brand’s nutritional claims.
However, Pure Pet Food is not perfect. The premium pricing puts it out of reach for many pet owners, and the texture won’t appeal to all dogs. Some dogs may also require portion adjustments that aren’t immediately obvious from the initial recommendations.
That said, for dogs with specific health issues – particularly digestive sensitivities, skin allergies, or senior dogs needing easier-to-digest nutrition – Pure Pet Food is genuinely excellent. The convenience factor also makes it practical for busy pet owners who want to provide high-quality nutrition without the hassle of raw feeding.
I’d rank Pure Pet Food in the top tier of commercial dog foods, particularly for dogs with special dietary needs. While it’s not necessary for every dog, it’s a valuable option that delivers on its promises. If you can afford it and your dog accepts the texture, it’s likely to provide noticeable health benefits.
Find The Perfect Food For Your Dog
Every dog is unique, and so are their nutritional needs. What works perfectly for one dog might not be ideal for another, which is why choosing the right food can feel overwhelming. Age, breed, activity level, health conditions, and even personal preferences all play a role in determining the best diet for your furry friend.
That’s exactly why we’ve created a comprehensive questionnaire that takes all these factors into account. By answering a few quick questions about your dog’s specific characteristics and needs, you’ll receive personalized recommendations for the three best dog food brands selected specifically for your pet. The entire process takes less than a minute, and it’s completely free.
Rather than guessing or trying random brands, you can make an informed decision based on your dog’s individual requirements. You can access our questionnaire via this link and discover which foods will truly support your dog’s health and happiness.
