In This Issue
Business as usual for pet store as it recovers from fraudulent insurance claim
Purpose built to support health conscious pet parents
PATS Sandown visitor numbers announced – show attracts ‘high quality’ buyers and retailers
Picture round-up from the pet extravaganza
New grooming competition launched at PATS Sandown
Award makes new Be:Loved range an instant success
Vital increases service levels by opening new office
Fish4Dogs staff get a slice of the action
Pure Pet Food launches new dog food recipe
Broadreach Nature looks forward to Global Pet Expo
ADAPTIL and FELIWAY launch Pet Anxiety Month in March
Get your own copy of Pet Trade Xtra
Raw dog food firm recalls products for second time within a month
High Street retailers write to Chancellor calling for business rates reform
Brambles Charity Giveaway a huge success
Couple who sold puppies from illegal 'pet shop' avoid jail
PIF continues to refresh range of benefits for members
Pet lovers prefer a bit of Rovermance on Valentine's Day
Vital says love for pets is driving premium purchases
Henry Bell celebrates National Nest Box Week
The best of last weeks Pet Trade Xtra
PATS Sandown 2020 New Product Awards
PATS Sandown off to great start despite weather
Company says 'adios plastic' with new poop bags
New wholesaler launches into UK pet food market

Find out how Pet Trade Xtra can help to promote your business and products.

If you have a story for Pet Trade Xtra please contact for all editorial matters.

Email to discuss advertising and sponsorship opportunities.


Pure Pet Food launches new dog food recipe

A dog food company specialising in nutritious pet food that addresses dogs’ weight problems and health issues has added another wholesome recipe to its mix.


Yorkshire-based pet food brand Pure Pet Food has launched its Wholesome Chicken recipe, which contains new and fresh 100% human grade ingredients such as cranberry, linseed, and even chicory root. 


This is the company’s ninth dog food recipe and its most palatable yet, so is suitable for all dogs unless they’re allergic to chicken or suffer from pancreatitis or colitis.  


Wholesome Chicken contains new ingredients like linseed, cranberry and chicory root, as well as existing favourites such as sweet potato and salmon oil, and has achieved a 95% nutritional rating on


It sits alongside eight other recipes and flavours, from turkey and duck to fish and beef. 


Pure’s recipes are made with fresh ingredients that are gently preserved by removing the moisture, leaving the meals around four times as dense in nutrients, vitamins and minerals as you’d find in fresh food.


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. 


After switching their dogs to Pure, existing customers reported improvements to symptoms including bad breath, itchy skin, stomach issues, and weight issues, and in some cases symptoms and ailments have disappeared altogether. 


A spokesperson for said: “Our new Wholesome Chicken recipe is our most palatable yet, containing more than 60% chicken breast and thigh, and then crammed full with veggies, vitamins and minerals.


“Customers can visit our website and input their dogs’ details and the website will recommend the perfect recipe for your pooch.


“The freeze-dried food is then delivered straight to customers’ doors in our brand new, fully recyclable and eco-friendly packaging, which is personalised to their pooch. 


“Pure Pet Food has become particularly popular for pets with ailments like sensitive skin or stomachs, as all of our recipes are grain-free, low-processed and made with human grade ingredients. 


“The unique dehydration process we use gently removes the moisture in the ingredients, which actually leaves our recipes around four times as dense in nutrients, vitamins and minerals as you’d find in fresh food.


“This means Wholesome Chicken is much healthier and more nourishing than boring brown kibble biscuits and is a great alternative to raw feeding. 


“Customers simply add warm water, stir and serve, creating a low processed meal for their four-legged friends in minutes.”

Facebook Twitter LinkedIn