Pure Pet Food, launched in August 2013 by Daniel Eha and Mathew Cockroft with a £300 loan, specialises in air-dried and dehydrated dog food that is rehydrated with water at feeding time. The founders famously ate their own dog food on Dragons' Den, turned down two offers, and later took investment linked to Pets at Home's CEO and NVM Private Equity. The Cleckheaton, West Yorkshire company has delivered over 65 million meals and reached a £25m run rate.
| Owner | Pure Pet Food Ltd (founders Daniel Eha and Mathew Cockroft; NVM Private Equity investor) |
|---|---|
| Founded | 2013 |
| HQ | Cleckheaton, West Yorkshire, UK |
| Price tier | premium |
| Animals | dog |
| Food types | fresh, treats |
| Grain-free range | Yes |
| Website | purepetfood.com |
Notable ranges: Pure dehydrated complete meals · Pure toppers
Pure Pet Food · dry · all
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