The word isn't regulated. We prove it in every recipe.
Fresh meat as the first ingredient, a single protein source, gentle slow cooking and 100% natural ingredients. This is what's behind the word — with figures you can check on every product.
22%
Fresh meat
66%+
Animal protein
1
Protein source
The evidence
Six reasons Pure is holistic for real.
Fresh meat first
Up to 22% fresh
Real fresh meat (e.g. fresh salmon) plus dehydrated protein from the same source. Quality raw material, not by-products.
Monoprotein
One source
Each recipe is built on a single animal protein — simpler digestion, fewer intolerances, a cleaner diet.
Animal protein
66–76%
Most of the protein comes from meat or fish, not vegetable fillers that inflate the figure without the same value.
Slow cooking
HEART method
Gentle low-temperature cooking that preserves nutrients and palatability better than aggressive high heat.
Gut & coat
FOS · MOS · Omega-3
Prebiotics for intestinal balance and salmon oil for skin and coat. Natural antioxidants, not synthetic.
100% natural
No artificial additives
No artificial colours or preservatives, and grain-free options for sensitivities. Full process control, European production.
FAQ
Holistic pet food, honestly explained.
What is a holistic pet food, really?
A food formulated for the whole animal — digestion, skin, energy, immune system — with quality natural ingredients and minimal artificial additives. It's not an official certification, so it's worth checking the facts (fresh meat, animal-protein %, additives), not just the word on the bag.
Isn't "holistic" just marketing?
For many brands, yes: the word isn't regulated. The way to tell them apart is to ask for proof — amount of fresh meat, whether it's monoprotein, animal vs vegetable protein, and no artificial colours or preservatives. Pure publishes those figures on every product page.
Why fresh meat instead of meat meal?
Fresh meat provides high-biological-value protein and better palatability, and lets you trace the origin. Meat meals aren't "bad" by definition, but fresh meat as the first ingredient is a mark of higher quality.
What does monoprotein mean, and who is it for?
It means the recipe uses a single animal protein source. It's ideal for dogs or cats with digestive sensitivities or food allergies, because it reduces variables and makes it easier to see what agrees with them.
What is slow, low-temperature cooking?
A gentle cooking method (HEART Cooking) that preserves the nutrients and natural flavour of the ingredients better than aggressive high-temperature processing.
Grain free: yes or no for my pet?
It depends. Grain free helps animals sensitive to cereals; for the rest, a food with quality grains is also fine. Pure offers both lines so you can choose by real need, without dogma.