Pure Pet Food Review

About Pure Pet Food

Pure Pet Food Review

Pure Pet Food is a nutritious human-grade pet food company in the UK. Its delicious and vitamin-packed meals for cats and dogs are air-dried to lock in nutrients and eliminate the need for preservatives and additives.

Pure Pet Food has been featured in Good Housekeeping, The Telegraph, BBC, Country Living, and Metro, among many other notable publications. They have a following of 24k on Instagram and 16k on Facebook.

This Pure Pet Food review will fill you in on how their service works, check out the brand and its subscription plans, give you examples of real customer reviews, information on promotions, and more, to help you decide if their fresh pet food might work for your fluffy pal. 

Overview of Pure Pet Food

Pure Pet Food Review

Self-proclaimed dog lovers Daniel Vaulder Eha and Matthew Cockroft were unhappy with the food options that were available for their fluffy friends. Despite most pet owners knowing that cats and dogs thrive on a healthy and natural diet, the most widely available pet food companies use heavily processed and cheap ingredients.

In fact, in the last two decades there has been a growing concern about the safety of commercial pet food products. As highlighted in a review article[1], serious events involving chemical toxicity and infectious disease transmission have been reported affecting not only animals but also their owners. In 2012, the CDC[2] informed of a salmonella outbreak linked to dry dog food that infected 49 individuals in the US and Canada.

Several pet food brands have been recalled by the FDA after identifying the presence of listeria monocytogenes, pseudomona aeruginosa, and clostridium botulinum (the bacteria that causes botulism) in their products. In addition, there have been several recalls involving adulteration and contamination of pet foods with life-threatening chemicals including pentobarbital, aflatoxins, thyroid hormone, and unapproved herbicides.

One article[3] published in Food Security summarised several incidents caused by adulteration of pet foods and other products with melamine, a toxic and carcinogenic nitrogen-based component. In this context, pet owners are demanding natural healthy products that ensure the safety of their animal friends and family.

Enter Pure Pet Food. Wanting to offer a healthier solution to the food products that are filled with artificial nutrients, slaughterhouse scraps, and unnecessary preservatives, Daniel and Matthew founded Pure Pet Food in 2013. Based in Yorkshire, England, the duo set out to provide more nutritious, affordable, and convenient pet food for pet owners across the UK.

In 2014, the brand caused quite the commotion on the hit TV show, Dragons Den. Within the Pure Pet Food Dragons Den episode, Daniel and Matthew invited the dragons to eat their freshly prepared dog food. After turning down offers, the pair went on to successfully grow their business on their own.

The brand’s model allows customers to totally customize their pet’s food. Pure Pet Food’s team makes recommendations based on the information entered, but customers can switch it up at any time, eliminating ingredients and adding those that their pets like.

The brand recently introduced recyclable packaging, so that customers can feel even more secure in their choice of pet food.

Pure Pet Food Review

Now that you know a bit about how the brand got started, this Pure Pet Food review will move on to its highlights.


  • A wide variety of food choices and flavors for cats and dogs, including chicken, fish, duck, and other options
  • Made in-house in the UK with human-grade ingredients
  • Air-dried to naturally preserve without added preservatives
  • Can purchase individually or as a subscription
  • 9-day transition plan to test out before you commit
  • Cancel subscription at any time with no time commitment
  • Recyclable packaging
  • More affordable than other fresh pet food brands
  • 50% off your first order
  • Shipping is free

Is Pure Pet Food raw?

Pure Pet Food Review

Pure Pet Food is not raw, it’s an air-dried mix of cooked, natural ingredients. While raw pet food certainly has its benefits, it has its downsides too, primarily having the fridge and freezer space for slabs of meat, and the butchering process for hacking up said slabs.

Raw pet food can also be extremely costly. You want to treat your pet like royalty, but they can get the same beneficial nutrients and taste from air-dried food as well.

Air drying preserves the food naturally, so Pure Pet Food doesn’t need to add preservatives to the mix, nor do they need to put the food under high heat or pressure to ensure it stays edible.

How Does Pure Pet Food Work?

Pure Pet Food Review

Pure Pet Food is a subscription of air-dried, nutritious, and delicious food for your fluffy pal. You can also buy 2g, 4g, and 8 kg bags separately if you don’t wish to subscribe.

Pure Pet Food is packed with vitamins and minerals that are preserved by a unique dehydrating method, allowing the food to retain its taste and nutrition. This method is also super convenient for pet owners because it’s shipped dry. Store your air-dried pet food at room temperature—there’s no need to refrigerate or freeze.

To serve your pet, simply mix the product with water to give them a freshly ground texture and taste without the preservatives that come with traditional dry pet food.

When you sign up for a subscription, the company will ask you a series of questions about your four-legged friend. This Pure Pet Food review will now fill you in on exactly what questions the brand will ask so that you can understand their process better.

Pure Pet Food Review

When you begin the questionnaire, you’ll need to enter your pet’s name along with these details:

  • Allergies
  • Health issues
  • Food preferences
  • Body type
  • Breed
  • Diet
  • Weight
  • Activity Level 

Once you finish the questionnaire, Pure Pet Food will recommend a specific mix of food for your pet based on what you told them. For example, we input the information for an active 10-year-old 48kg Akita with no health issues or allergies, and were recommended a mix that contained the following ingredients:

Chicken, Potato, Parsnips, Carrots, Apple, Cabbage, Chicken Stock, Green Beans, Brewers Yeast, and Minerals.” 

This blend contains a full spectrum of vitamins including B12, Vitamin E, Folic Acid, and Vitamin C.

Pure Pet Food Review

This Chicken Dinner dish has 425 calories per 100 grams, with macros of: 

  • 21% protein
  • 14% fat
  • 1.8% crude fiber
  • 5.6% ash
  • 57.6% carbs

Pure Pet Food let us know that our dog’s meal plan will start with a 9-day transition pack. We believe they do this because many dogs have issues when switching to a new type of pet food and it’s a good idea to see if they really like it before committing to 23 days of it, which is the amount of food they will send next.

If you find your pet doesn’t like a certain recipe, don’t worry, you can try something new next time by adjusting their meal using your Pure Pet Food login. The brand also gives customers the option to add on treats to their 23 day supply, such as the 100% Chicken Training Treats or the 100% White Fish Taste of the Ocean.

After you checkout and receive your Pure Pet Food starter pack, if you decide that it isn’t the best fit for your pet, you can cancel at any time, but be sure to read our FAQ section for more information. Your subscription will auto-renew every 23 days until you cancel.

In the next section of this Pure Pet Food review, we’ll fill you in on the types of subscription plans the company has available, namely their meal plans for dogs and cats. We’ll also give you information on the types of treats and toppings Pure Pet Food offers so that you can get the full picture of what to expect when ordering.

Pure Pet Food Recipes for Dogs Review 

Pure Pet Food has 9 different delicious-sounding meal options available for your pup. Did we mention their pet food is made with 100% human-grade ingredients? According to the Association of American Feed Control Officials, very few pet products are human-grade. In order for a product to be considered human-grade, all the ingredients have to be human edible and the manufacturing, packing and storage must comply with federal regulations regarding human food.

We’re not saying you should eat this food, but technically, you could. This is great to know for pet owners who want their pup’s meals to contain the same things their meals do: whole foods, nutritious, clean ingredients, with a spectrum of vitamins and minerals.

The Dog Meals Pure Pet Food cooks up for your fluffy friends include:

  1. Wholesome Chicken
  2. Turkey Terrific
  3. Duck Delight
  4. Chicken Dinner
  5. Fish Supper
  6. Brilliant Beef
  7. Chunky Chicken
  8. Chicken Delicious
  9. Vegi Plus Mixer

We love the fact this company has so many options, especially for chicken. Your dog may find they like a chunkier texture, which is where Chunky Chicken comes in. We provided the nutritional information for Chicken Dinner in the above section, so let’s go with Duck Delight, a crowd-favorite, this time.

Duck Delight: “Duck Breast & Thigh (30%), Beef Liver (5%), Carrot, Potato, Apple, Parsnip, Cabbage, Green Beans, Brewers Yeast, and Minerals.” This meal contains 25% protein to give your pup the strength they need for their many activities.

Pure Pet Food Recipes for Cats Review

For your affectionate feline, the Pure Pet Food Cat selections include Surf & Turf and Chicken Feast. Let’s take a closer look at the former to see how the recipe differs from the brand’s dog food.

Surf & Turf ingredients: “Chicken (75%), White Fish (10%), Carrot, Apple, Celery, Salmon Oil and Minerals.”

The ingredients are much more minimal and contain a higher percentage of meat. This meal has a nutritional breakdown of 79% protein, 8% fat, 2% crude fiber, and 6.9% ash. Hint: “ash” refers to the mineral content. The vitamins are similar, but they do not contain the same types of B vitamins, instead, including taurine. This amino acid is essential[4] for cats since its deficiency is associated with retinal degeneration.

Pure Pet Food Treats & Toppings Review

Ask your four-legged friend what they’d like from Pure Pet Food’s selection of Treats & Toppings. The company offers five options:

  • 100% Chicken Training Treats
  • Taste of the Ocean: Freeze Dried Fish Treat
  • Meaty Toppings: Superfood Boost
  • Meaty Sweetie: Chicken & Coconut Oil
  • Meaty Sweetie: Duck, Apple & Coconut Oil

When taking a closer look at Meaty Toppings: Superfood Boost, we found the ingredients listed as: “Chicken (90%), Spinach, Coconut Oil and Carrot. The protein-packed chicken, nutrient-dense spinach, and eye and skin-healthy carrots are mixed with heart-healthy coconut oil to give your pal a delicious treat that actually nourishes them. They’ll think it’s naughty!

How Much is Pure Pet Food?

Pure Pet Food Review

Pure Pet Food prices vary for cat and dog meals. The cost of the food depends on the size of bag you choose (2kg-8kg) for individual purchases, or on the breed, size, and activity level of your pet. General prices for Pure Pet Food are:

  • Dogs $30-$55 per 2kg bag
  • Cats $50 per 2kg bag
  • Treats & Toppings $3-$6 per bag

Pure Pet Food Reviews: What Do Customers Think?

Pure Pet Food Review

To give you a better understanding of what the brand has to offer, we turned to online customer testimonials. In this section of this Pure Pet Food review, you’ll read customer reviews sourced from Dog Food Advisor, Trustpilot, and Hello Bark, which discuss the ordering process and how their pets responded to the food.

We checked out the dog food review site Dog Food Advisor to see how Pure Pet Food scored. The website rated its dog foods an impressive 5/5 stars, and expressed that “based on its ingredients alone, Pure Dog Food looks like an above-average wet product.

The article continued to reveal that when compared to other wet dog foods, Pure Pet Food ranked as having an above-average amount of protein and a “significant amount of meat.” Something pet-owners will jump for joy upon reading.

When analyzing its other components, Dog Food Advisor notes that not all ingredients are as nutritious as they could be. The two ingredients that the review mentions that could be better in the Turkey Dinner recipe are brown rice and safflower oil.

Dog Food Advisor argues that brown rice is only of “modest nutritional value to a dog” and safflower oil is “less nutritious” than other options. Pure Pet Food may have dropped the ball on including other nutritious carbohydrates and oils, like quinoa, millet, canola, or sunflower oil.

Given that the company still scored such a high rating, we think that this area is a minor one that doesn’t hinder the overall quality of the food too much.

This Pure Pet Food review headed over to Trustpilot to see what kind of ratings customers gave the company. Pure Pet Food has an overall rating of 4.9/5 stars, awarded to them by more than 1.7k customers. The breakdown for ratings is as follows:

  • 5 stars 91%
  • 4 stars 6%
  • 3 stars 1%
  • 2 stars 1%
  • 1 star 1%
Pure Pet Food Review

Happy customers reported that the food looks and smells great and has helped their dog’s digestion, gas, and coat. One Pure Pet Food review reads, “His tummy is much more settled and his coat is super shiny and healthy!

From reading these reviews, we’re beginning to see why only 1% of customers have rated the brand 1/5 stars. Buyers who had issues with this service mainly wrote about the unclear pricing when they began their subscription.

A Pure Pet Food review on Hello Bark comparing the brand with its competitor, Different Dog. The reviewer outlines exactly what gives Pure Pet Food an edge. The review discusses the convenience of storage. Different Dog food needs to be stored in the fridge or freezer, which can be annoying if you don’t have space. Whereas Pure Pet Food can go anywhere dry.

From these varied reviews, we’ve learned that Pure Pet Food is enjoyed by most pets, but it can take others a while to get used to. Pet parents may not want to force their fluffy pal to eat something they don’t like, especially if they vomit. 

We know there are tips, tricks, and reasons why this happens to dogs, which are all available in the Help section of the brand’s website if you’re interested in reading more about it.

Is Pure Pet Food Worth It?

Pure Pet Food Review

Pure Pet Food is a smart idea. It takes the fresh approach that so many other pet food delivery companies follow, but makes it more convenient for pet owners.

According to the nutrient and ingredient analysis on Dog Food Advisor, Pure Pet Food is extremely nutritious. We were impressed by their simple, wholesome ingredients and the array of options they have available. 

We appreciate the free shipping they offer customers, along with the decent prices for their food. Don’t get us wrong, Pure Pet Food still costs more than what you pay for traditional dog food, but, because it is human-grade whole food, the price increase is to be accepted.

So, is Pure Pet Food Good? According to pets across the UK, yes! There are a few reports of troubles, but just like humans don’t all like the same thing, pets don’t either. If you want fresh pet food for your four-legged friend, don’t want to spend a ton of money, and don’t want to fuss over it, we recommend Pure Pet Food and believe it is worth the buy.

Pure Pet Food Promotions & Discounts

Pure Pet Food Review

Pure Pet Food offers customers 50% off their first order. We think this is pretty huge.

Sign up for Pure Pet Food

Pure Pet Food Review

When you’ve read the information and reviews about Pure Pet Food and decide you’d like to give them a try, you can sign up for their dog food delivery service by following these steps:

  1. On the homepage click ‘Discover your pet’s plan’
  2. Click ‘Create [your pet’s name] Recipe’
  3. Your fluffy pal will be recommended a recipe that you can change if they do not like it
  4. Add any treats you think your pet will like
  5. Select your Plan
  6. Enter shipping & billing information
  7. Confirm


Pure Pet Food Review

How do I cancel my Pure Pet Food subscription?

For members who need to cancel their subscription, cancellation for the next billing period (weekly) needs to be done two days before your weekly billing date. If you do not cancel your account before 11:59 pm two days before your billing date, you will be charged for another week of orders and those orders will be shipped to you.

To cancel your Pure Pet Food subscription, you’ll need to email [email protected] and let them know. Alternatively, you can cancel your subscription by sending snail mail to Pure Pet Food, Unit 4 Chain Bar Road, Cleckheaton, BD19 3QF. Your subscription will be canceled from the day you send the email or letter.

What is Pure Pet Food’s Shipping Policy?

Pure Pet Food offers free shipping to all of its subscribing UK customers. The company does not ship anywhere outside of the UK. Orders are sent out Monday through Friday.

Shipping for individual items from their online shop is free for orders over $20, or $4 for orders under that amount.

What is Pure Pet Food’s Return Policy?

Pure Pet Food does not offer returns on dog food due to its perishable nature, so if you try it out and decide it’s not right for your dog, simply cancel the subscription.

How to Contact Pure Pet Food

If you have any questions after reading this Pure Pet Food review, you can reach out to the brand through:

  • Phone: 0113-868-4737

Email: [email protected]

Explore other healthy pet food and treats for your furry friend with these top brands: 


Pet Plate

The Farmer’s Dog 

Spoil your furry pal with toys delivered right to your door. Check out the BarkBox subscription.

Article Sources

[1] Buchanan, R. L., Baker, R. C., Charlton, A. J., Riviere, J. E., & Standaert, R. Pet food safety: a shared concern British journal of nutrition, 106(S1), S78-S84
[3] Sharma, K., & Paradakar, M. The melamine adulteration scandal Springer Link Food Security, 2(1), 97-107
[4] Knopf, K., Sturman, J. A., Armstrong, M., & Hayes, K. C. Taurine: An Essential Nutrient for the Cat Get access Arrow The Journal of nutrition, 108(5), 773-778

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