Pure Pet Food was founded by Mat and Dan in Yorkshire in 2012. The pair were on a mission to cut out the unnecessary, and often nasty ingredients found in your bog standard pet food and, championed by Dragon's Den, Pure Pet Food did just that.

Pure Pet Food products are grain free and made only with 100% fresh, human-grade ingredients that are loved by dogs (and cats!) all over the UK. They care so much about your four legged friends that they've created a neat new survey feature on their website. Tell Pure Pet Food all about your pet and their needs and they can tell you which of their products is suitable. That's everything from age to allergies to health concerns – there is a delicious recipe out there that can help! Don't just take out word for it, here's what dogs of The List thought….

Munro

Breed: Border Terrier
Age: 2
Personality: Alpha Dog Impostor
Ailments: Grain Free
Fussy eater? Sometimes – doesn't like boring food

From the owner:

What food did Munro try? Chicken Dinner, Turkey Terrific and the Meaty Sweetie: Chicken and Coconut Oil treats.
On a scale of 1 to 5 how much did you think your pooch liked it? 5
What did you think of the food? I was genuinely surprised at the quality when re-hydrated.
How would you rate the quality of the ingredients? Really good. Lots of protein and most importantly grain free!
Would you buy again? Definitely – Turkey Terrific didn't last long in his bowl.
Would you recommend to other pet owners? 100% and he really enjoyed the Meaty Sweetie treats.

From Munro:

'I never used to be a fussy eater until I found out I couldn't eat grains. I don't really know what that means but I know they made my tummy feel bad. When Jakob gave me this rich, grain free food I absolutely wolfed it down (though don't tell my pals I mentioned wolves) so quick my owner did the usual 'did it even touch the sides' spiel. Sides of what? Anyway, this was meaty and DELICIOUS. So rich and I felt good after. More pls.'

Alfie Baxter Gemmell

Alfie living his best life

Breed: Cocker Spaniel
Age: 12
Personality: Loving, happy, human-like, cute, spoiled, energetic, the best dog ever.... gorgeous, handsome, helpful, inquisitive, smart.
Ailments: Bit overweight, fatty cysts and his hearing is sadly failing.
Fussy eater? Not typical, but he definitely likes quality stuff.

From the owner:

What food did Alfie try? Duck Delight and the Meaty Sweetie: Chicken and Coconut Oil treats
On a scale of 1 to 5 how much did you think your pooch liked it? 5
What did you think of the food? The way you make it (with water) is a bit like a pot noodle for dogs except the ingredients are pure. Like space food. We were not sure if he would like it but he went bananas over it.
How would you rate the quality of the ingredients? The lack of additives was great! No nasties is always a plus.
Would you buy again? Yes
Would you recommend to other pet owners? Yes

From Alfie:

'I'm twelve years old now so let me tell you, I've eaten a LOT of food, all good because I deserve the best of the best. I've tried to eat ducks before but I'm not usually allowed but this food showed me how good it can be, I especially loved the 'liver', I think that's in the duck's foot. I'm normally fussy with my treats (seriously I want the best) but these were laced in coconut, which is grown on trees, and they were totally tasty!'

Alan

Alan doing his best 'wait' trick
Breed: Sprocker
Age: 2
Personality: Mad as a box of frogs
Ailments: Hayfever
Fussy eater? Definitely

From the owner:

What food did Alan try? Chicken Dinner: 'Perfect for picky and sensitive dogs'
On a scale of 1 to 5 how much did you think your pooch liked it? 5
What did you think of the food? Different to 'typical' stuff but Alan loved it.
How would you rate the quality of the ingredients? Really great
Would you buy again? Absolutely
Would you recommend to other pet owners? For sure

From Alan:

'Woweeeeeee, what is this stuff? I usually don't care about food all that much and I can't be tricked with treats but I couldn't ignore this!!! It gave me everything I needed to maintain the high levels of energy my family know and love. I was sad when it was finished but the treats were a total bonus and as much as I tried I couldn't stop running back for another.'

Pure Pet Food is made in Yorkshire from 100% natural, fresh ingredients. Think this is exactly what your dog needs? Get 50% off a Starter Pack for Dogs (with five recipes to choose from!) via The List.