Personalised Recipes
Dehydrated, personalised dog food tailored to your dog by an online quiz
Pure Pet Food is a UK dehydrated dog food brand. Rather than a fixed range of products, an online quiz builds a personalised recipe and feeding plan for your specific dog based on their breed, age, weight and any health conditions, delivered as a subscription. The dehydrated format is rehydrated with water before serving.
Pros and Cons
What we like
- Personalised to your individual dog rather than one-size-fits-all
- Dehydration preserves nutrients better than high-heat kibble extrusion
- Specialised recipes exist for sensitive stomachs, kidney support and weight management
- Free UK-wide delivery on the subscription
- Subscription can be paused, amended or cancelled at any time
Honest downsides
- More expensive per day than mainstream kibble
- Requires rehydrating with water before every meal, more preparation than kibble
- Personalised format means less ability to compare a fixed product against reviews before buying
Key Ingredients
Varies by the specific recipe assigned through the quiz - standard recipes use chicken, duck, herring, salmon or turkey as the primary protein. Specialised recipes (renal, sensitive stomach) use adjusted protein and mineral levels for that condition.
Ingredient Breakdown
Because the exact recipe is personalised per dog, always check the specific ingredient list and nutritional breakdown shown for your dog's assigned recipe rather than assuming it matches a different dog's plan.
Who Is This Food For?
Good for
Owners wanting a tailored recipe for their specific dog rather than a generic formula. Dogs with sensitive stomachs, kidney concerns or weight management needs, since Pure offers dedicated recipes for these. Owners willing to prepare food fresh with water rather than serve straight from the bag.
Not ideal for
Owners wanting the lowest-cost daily feeding option. Households wanting a fixed, unchanging recipe rather than one that may be adjusted as your dog's profile changes.
How to Transition Your Dog onto This Food
Introduce gradually over 7-10 days alongside your dog's current food, the same as any diet change, even though the recipe itself is personalised.
Feeding Guide
Feeding amounts are calculated automatically as part of the personalised plan based on your dog's weight, age and activity level, rather than a single fixed guide. Rehydrate with water per the instructions provided with your specific plan before serving.