Pet food fit for human consumption is the latest trend among dog lovers with one UK business shipping thousands of delicious meals to pooches across the world every month.
Meals are delivered in dehydrated and freeze-dried form with dog owners simply adding water to create convenient, low processed meals for their four-legged friends.
Seven years later, the brand is fast becoming an industry leader, selling its innovative dehydrated and freeze-dried human grade pet food to customers around the world and in major retailers including Pets at Home.
Mat and Dan came up with the idea to create a wholesome dog food, made with completely natural ingredients but without any of the inconveniences that preparing a raw diet can entail.
After saving to buy a small dehydration machine, the pair produced their first pet food batches in Dan’s kitchen, and had friends’ and family members’ pets try them out.
The food went down a storm and demand quickly grew, allowing the company to move out of the kitchen and into a local food facility.
Today, the fresh and raw ingredients used in recipes are gently preserved at its 4000 sq ft Halifax facility. This process gently removes the moisture in the ingredients which leaves the meals around four times as dense in nutrients, vitamins and minerals as you’d find in fresh food.
Customers simply add warm water, stir and serve, creating a low processed meal in minutes.
This unique process gives Pure all the advantages of both wet and dry food – preventing bloating and reducing the risk of dehydration, whilst being super easy to store and boasting a 12-month shelf life.
And the standard is set so high that the Pure facility is actually regulated by both the human and animal food authorities.
Sales figures have grown almost 900% over the last four years alone, and the company now employs nine full time staff, having created seven new jobs to date.
The product range boasts 16 different products including complete recipes, mixer recipes, starter packs, and treats and toppings.
Pure Pet Food has become particularly popular for pets with ailments like sensitive skin or stomachs, as recipes are grain-free, low- processed and made with human grade ingredients.
The company recently secured £2m investment from NVM Private Equity (NVM) which will help accelerate its plans to make healthy choices for pet owners easy and accessible.
The plan is to use the funding to support the brand’s rapid growth, whilst launching new products, adding to their team and expanding their offering throughout Europe.