Pure Pet Food
Chicken Dinner Air-Dried
Overall score 89/100 · Excellent
Summary
UK air-dried, recipe personalised to dog profile. 50% low-temperature dried chicken.
Sub-scores
Composition analysed
Air-dried chicken (50%), sweet potato, peas, flaxseed oil, alfalfa, vitamin E
- A Dehydrated chicken 50% protein
- A Sweet potato cereal
- B Peas cereal
- A Flaxseed oil fat
- B Alfalfa fiber
- A Vitamin E vitamin mineral
Nutritional analysis
- Crude protein
- 30%
- Crude fat
- 14%
- Ash
- 8%
- Fibre
- 6%
- Moisture
- 8%
Strengths
- First ingredient is a named animal protein
- No undesirable additives detected
- Transparent labelling (detailed percentages)
- Balanced nutritional profile
Weaknesses
Similar alternatives
Pure Pet Food is the UK's most interesting DTC pet food brand. You fill out an online questionnaire about your dog (breed, age, weight, activity level, health conditions), and Pure formulates a personalised air-dried recipe shipped directly to your door. The Chicken Dinner is 50 percent air-dried chicken at low temperature, preserving nutrients better than standard extrusion. At 89/100 (A grade), it rivals ZIWI Peak at less than half the price (14.50 EUR vs 32.00 EUR per kg). The trade-off: you need to reconstitute it with warm water before feeding (about 2 minutes), and the subscription model means you commit to regular deliveries. For owners who want near-raw quality without the mess, Pure is the most practical option available in the UK market.
Compared to the competition
ZIWI scores 91/100 vs Pure's 89/100. ZIWI has 96% meat vs Pure's 50%. But ZIWI costs 32 EUR/kg vs Pure's 14.50 EUR/kg. Pure is the better value for similar air-dried quality.
Frequently asked questions
Does Pure Pet Food deliver to France?
As of 2026, Pure primarily delivers within the UK. European delivery is intermittent and expensive. For French buyers wanting the air-dried concept, ZIWI Peak is available via Zooplus FR.
User reviews
Loading reviews...