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Pure Pet Food Review : Healthy, Tailored and Delivered

Updated: Jun 26

We personally test every product featured in our review to provide accurate recommendations. Smart Bark is supported by its audience. When you purchase through links on our site, we may earn an affiliate commission. Learn more

Looking for a step up from kibble, but tight on fridge space? 

Raw and fresh dog foods are all the rage for their natural ingredients and packed-in nutrients, but keeping them chilled can be a challenge.

This is where air-dried dog food comes in, like Pure Pet Food! It offers the goodness of a more natural diet without the need for constant refrigeration.

Dog eating Pure Pet Food

Compared to most supermarket brands, Pure Pet Food is leaps ahead. It's one of a range of companies revolutionising the face of dog food in the UK with their innovative approach.

Pure goes beyond one-size-fits-all. By selling directly online, they personalise meal plans to your dog's specific needs. This is a game-changer for pups with allergies and sensitive stomachs.

And for those battling kidney disease and renal issues, Pure offers three specialised recipes designed to limit its progression. If your furry friend falls into this category, Pure deserves your attention.

Oh, and there's the fact that it's delivered right to your front door - now that's some serious convenience.

We adore the idea of low-maintenance, customised dog food, so we put Pure to the test ourselves. 

Click here for 30% OFF your first box and 10% OFF the next box


Pure Pet Food Review

5. Cost

The Rivals

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1. What is Pure Pet Food ?

Before you read about our test, let's answer a few questions.

Founded back in 2012 , Pure is the brainchild of childhood friends Dan & Matt from Yorkshire. They didn't like the idea of feeding their dogs over-processed dog food with a list of unrecognisable ingredients.

They discovered that by using an air-drying technique, they could deliver high-quality dog food without the harmful processes involved in producing kibble.

Pure dog food ingredients

Pure keeps things simple and digestible. Their recipes are minimally processed, with each ingredient finely chopped for easy breakdown by your dog's tummy.

The magic happens next: gentle air-drying at low temperatures. This clever tech removes moisture while preserving all the good stuff – essential nutrients your pup needs to thrive.

Forget complicated prep! Pure's recipes are packed with human-grade ingredients - think duck, salmon, sweet potato, strawberries and even blueberries - way better than your average kibble!

Just add water, stir, and serve – dinner is ready in seconds.

2. What are the Benefits of Pure Pet Food?

Ok, with so many dog foods on the UK market, why should you consider Pure ?

Let's take a look at how Pure compares to standard kibble (you know the one where you buy big to save money and then struggle to lift the bag into the car!) -

✅ Healthier and more nutritious

✅ More digestible

✅ No artificial additives

✅ Personalised for your dog

✅ Delivered to your door

✅ Sold directly to keep prices low

Benefits of Pure air-dried dog food versus dried kibble

Dry kibble can be a tough sell for some pups. Pure's enticing, wet-like texture is much more likely to tantalise even the pickiest eater.

But Pure offers more than just taste. It's a hydration hero too! Unlike dry kibble, Pure helps keep your dog well-hydrated, especially beneficial for those who struggle to drink enough water.

We prioritise healthy choices for our furry friends so before diving in, we checked Pure's credentials on the respected 'All About Dog Food' website. Their impressive recipes received a top-tier rating, averaging a score of 80% on their nutritional scale.

Pure takes digestion seriously. All their ingredients are carefully chosen for high digestibility, promoting optimal nutrient absorption and helping to soothe upset stomachs. This translates to happy tummies and wagging tails!

But don't just take our word for it. Pure boasts a staggering 90% success rate in improving digestion, according to glowing reviews on their website. 

A personalised plan, just for your pup !

Click here for 30% discount on your first box plus

10% discount on the next box of Pure Pet Food

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3. Ordering and Delivery

So that's all the questions answered, but crucially, what did we think when testing Pure dog food ?

We started by setting up Freddie's online profile. While the usual details like age, breed, weight, and activity level were covered, Pure went a step further. 

They asked insightful questions about Freddie's allergies, food preferences, current diet, and even his daily treat intake.

This in-depth approach impressed us. It showed Pure's commitment to creating a truly personalised meal plan for Freddie, going beyond the generic one-size-fits-all approach.

Pure Pet Fod - online questionnaire

Pure analyse all your dog's data then offer a selection of recipes. Although they suggest the two they deem to be most appropriate for your Transition Pack, you can change the selection.

They regularly expand their range of recipes and enhance their existing recipes so they smell and look even more appetising.

Next you simply select from their new collection of handcrafted recipes - 🐾 Herring + white fish & garden greens🐾 Lamb + coconut & sweet potato🐾 Duck + veggies & blueberry🐾 Chicken + garden greens & strawberry🐾 Beef + carrots, broccoli & coconut🐾 Salmon + strawberries & courgettes🐾 Turkey + broccoli, spinach & fruit

Seriously, your dog will be eating better than you!

Pure dog food packaging

The online tailored plan, specified exactly how many calories Freddie would need each day and how many scoops that equated to. We love this approach as it's so easy to fall into the overfeeding trap.

As promised the dog food arrives with everything you need, including scoops and a Transition Pack. We love that the scoops were even labelled - one for food and one for water, so they really have thought of everything.

Pure pet food transition pack

Pure understands the importance of a smooth dietary transition, especially for pups accustomed to kibble. 

Their in-depth, complimentary Transition Pack provides a step-by-step guide, ensuring a stress-free switch that can take anywhere from a few days to two weeks.

Fussy eaters? No worries! Pure includes a dedicated leaflet packed with tips and tricks to entice even the most finicky canine connoisseur.

And for any additional questions or concerns, Pure offers exceptional customer service. Their handy Help Sheet includes a direct line to their friendly team, ready to assist you every step of the way.

4. The Food

Now to try the food ! As the ingredients in the air dried food have been gently heated to remove the moisture, you'll need to add the water back in.

Dishing up Pure Pet Food

We simply added the recommended scoops of food to Freddie's bowl along with the suggested water amount. You can of course, add more or less water depending on the consistency your dog prefers.

We chose to add slightly more water than recommended because we were testing during the warm summer months and we wanted to ensure Freddie stayed hydrated.

We left the food to stand for a good 2–3 minutes so the ingredients were hydrated.

The first thing we noticed was the smell. With a picky Cockapoo, we're very aware that the aroma can have a massive impact on whether your dog chooses to eat a particular food. The minute we added the warm water, it released a meaty aroma and Freddie immediately wandered over !

Consistency wise, it looks similar to raw dog food but maybe a bit more 'paste' like. We would have preferred the food to look a little more chunky, but the air-drying method creates this consistency.

We've found that high-quality dog foods are increasingly adding natural ‘functional foods’ which can improve your dog’s quality of life as they mature.

We noticed from the ingredients list that Pure are no exception, adding blueberries, prebiotic chicory, spinach and coconut for their high nutritional values.

Dog eating Pure pet food

As you can see Freddie happily started eating his new food.

Without the health concerns associated with raw dog food, we felt comfortable putting the dog bowl and utensils in the dishwasher. Usually, we try to keep all the raw food utensils and bowls separate from our human kitchen stuff.

So one less thing to worry about. What's more, there was no mad panic when we realised that we'd forgotten to defrost his food in advance.

5. Cost

Let's talk money !

Pure's plans start at around £7 per week. Costs will obviously vary based on your dog's age, weight and other factors. We recommend taking the 3 minute online quiz to get an accurate plan price.

You can easily make savings by opting to have the food delivered every 8 weeks rather than every 4 weeks ( which is a no-brainer !). Additionally you can choose to feed 100% Pure or 75% and top up meals with another food.

Pure are currently running an introductory offer of 30% off your first box, so it's an ideal time to try their food at a great price.

Their service offers free delivery and it's super easy to modify, pause, or cancel your subscription at anytime.

You can start off your subscription with their two-week trial and after a successful transition, your dog's recipe will be billed and delivered every 28 days. We loved that the costs are transparent, so you know exactly what you'll be spending on a daily, weekly and monthly basis.

Ultimately, if you feel that your dog isn't 100% happy with Pure, they'll work with you to get it right !

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Pure offers a healthier alternative to kibble for dog lovers who don’t necessarily want to switch their dog to fresh, raw or home cooked food.

Whilst being nutritionally rich, typically fresh and home cooked foods can work out to be very expensive and raw dog food can have hygiene concerns for many dog lovers.

Pure certainly ticks a lot of boxes for us including easy storage, delivered to your door and most importantly the option to tailor the food to meet your dog's nutritional requirements.

The online quiz was incredibly easy to complete and we loved that you could explore without needing to enter an email address.

If your dog suffers from skin issues, allergies or digestive problems, we would recommend taking a closer look at Pure dog food as a great option for food-sensitive fur babies.

Click for 30% OFF your first box & 10% OFF your next

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All dogs are different and unfortunately there isn't a 'one size fits all' dog food. Thousands of dog food options are available, so choosing the right dog food can be tough.

Best dog foods UK

If you're not convinced by Pure, why not take a look at our other dog food review articles -

We compare five of the best tailored dog foods delivered direct to your door including, Butternut Box, Different Dog, Pure and

We review four of the best raw dog foods on the UK market - Paleo Ridge, Naturaw, Pro Dog Raw and Wilsons.

We've done all the ground work for you. We've tested dog foods with the help of a whole variety of dogs from easy-to-please Labradors to fussy & downright difficult Cockapoos and their patient, dog loving owners. So which is best ?

We take a closer look at innovative insect-based dog food company - Grub Club

Thanks for dropping by and reading our Pure Pet Food Review : Healthy, Tailored and Delivered.



May 17, 2023

I’ve decided to give Pure a try for my Chihuahua, I look at the dry kibble and think how awful! He turns his nose up, after trying so many, so will see how he enjoys his own recipe.

Smart Bark
Smart Bark
May 19, 2023
Replying to

Thanks for taking the time to comment. Hopefully your Chihuahua likes Pure, the smell and texture should help entice him.

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