Pure Pet Food

Pure Pet Food is a Yorkshire dog food subscription with a clever twist: the food is gently dried, so it lives in the cupboard like kibble, then you add warm water and it turns into a fresh-looking, moist meal in about ten seconds. You answer a few questions about your dog, pick up to two tailored recipes, and personalised bags arrive on a plan with free UK delivery. Prices start from £0.89 a day for a small dog. In our view it is the smartest middle ground between kibble and fresh food: cheaper and far easier to store than frozen or chilled rivals, with ingredient lists that put most supermarket food to shame.

Pure Pet Food price: what it costs

Pure does not publish a fixed price list, because every plan is portioned for your dog’s size, age and activity level. These are the figures it does publish:

A first-box discount is usually shown on the site and at sign-up, but the amount changes, so check the offer banner before you order. Pure says the best value comes from choosing delivery every eight weeks, which means fewer, larger boxes. Because the food is dried, an eight-week supply is far less bulky than the same amount of fresh or frozen food would be.

How the Pure Pet Food subscription works

1. Tell Pure about your dog: age, breed, weight and any quirks such as a sensitive stomach or itchy skin.
2. Choose up to two recipes from the ones recommended for your dog.
3. Get your box delivered free, with bags labelled with your dog’s name and daily portion.
4. Transition gradually, mixing Pure with the old food over the first days.

Orders placed before midday on a weekday are dispatched the same day, and Pure estimates delivery within two to four days of dispatch. Some remote and island postcodes can take longer. You can add treats, toppers and dental sticks to the same delivery, and manage your dog’s details, recipes, frequency and pauses from your online account.

What’s in the food

Pure makes complete, single-protein recipes: chicken, turkey, duck, lamb, salmon, herring and white fish, and game, plus a sensitive range and renal recipes for dogs with kidney problems. The chicken recipe is a good example: 49% dried chicken, then potato, pea protein, egg, peas, carrot, spinach, broccoli and a little strawberry, with algae for omega 3, chicory root as a prebiotic, and glucosamine and chondroitin for joints. Pure says that, because only the moisture is removed, its recipes carry the protein of a kibble made with 80% meat (45% protein in the dried chicken recipe). The chicken recipe is suitable for puppies from eight weeks old.

What makes Pure Pet Food different

• Just add water. Dried food that rehydrates into a moist meal, so your dog gets hydration and a warm dinner without a freezer full of pouches.
• Cupboard storage. No defrosting and no fridge space, which is the main headache with fresh dog food subscriptions.
• Short, recognisable ingredient lists. Real meat or fish first, vegetables and fruit you can name, no mystery “meat derivatives”.
• Health-specific ranges. Sensitive, renal and weight-management options, and the team gives advice by phone and email.
• Well known in the UK. The founders pitched on Dragons’ Den, and Yorkshire Vet Julian Norton backs the brand. Pure says it has served over 30 million meals.

Is Pure Pet Food worth it?

Our verdict: yes, for most owners who want better food than kibble without the cost and freezer space of fresh food. From £0.89 a day it undercuts the fresh brands by a wide margin, and the rehydrated meals are genuinely popular with fussy eaters. It is not raw or fresh food, though, and the extra step of adding water every meal is a small chore. Large dogs on a full plan will push the price up, so get a quote for your dog before you commit, and consider a partial plan if the full plan feels steep.

Pros

• From £0.89 a day, far cheaper than most fresh dog food
• Free delivery on every plan box
• Stores in the cupboard, no freezer needed
• Single-protein, health-focused recipes with clear ingredients
• No contract: change, pause or cancel online

Cons

• No public price list; you need to build a plan to see your cost
• Adding water and waiting is an extra step at every meal
• Personalised bags cannot be returned unless faulty
• Changes must be made before the cut-off ahead of each billing date

Best alternatives to Pure Pet Food

• Butternut Box: cooked fresh food delivered frozen; more like home cooking, but much more expensive and it needs freezer space.
• tails.com: tailored kibble and wet food, cheaper still, with a blend made for your dog.
• Bella & Duke: raw food subscription, for owners who want to go fully raw.

For more options, browse all our dog subscription boxes.

Pure Pet Food FAQ

How much does Pure Pet Food cost?

Pure starts at £0.89 a day for a small dog and rises with the size, age and activity level of your dog. You get your exact price after answering the questions at sign-up, and delivery on a plan is always free.

How do I cancel Pure Pet Food?

Log in to your Pure account and cancel your plan; there is no contract or cancellation fee. Do it before the cut-off at 23:59 the day before your billing date, otherwise the next box is charged and sent, and an order already in process is not stopped by cancelling. You can also call 01138 684 737 or email [email protected].

Is there a Pure Pet Food discount code?

New customers are usually offered a discount on their first box, shown in the banner on the Pure site and applied at sign-up. Existing customers can share a refer-a-friend code, and the referrer gets a reward once the friend’s first box is dispatched.

Is Pure Pet Food worth it?

Yes if you want natural, tailored food that is easy to store and costs far less than fresh or raw subscriptions. If your dog needs fresh cooked food or you want the cheapest option, compare Butternut Box and tails.com first.