Pure Pet Food seeks to tackle dog obesity

Pure Pet Food has announced it will “revitalise” its brand in response to rising levels of dog obesity, with a new website algorithm aimed at giving pet owners nutritional guidance. 

The Yorkshire-based pet food company said it has introduced a new “personalisation-based Model” to its site to provide better health and nutrition accessibility to dog owners.

Site visitors will be asked to enter their pet’s details, including name, age, weight, health conditions or dietary requirements. This information will be used to recommend the “perfect recipe best suited to their needs”.

The company said this will allow owners to feed their pets “minimally processed, healthy meals with ease and convenience” that use “healthy, human-grade recipes”. The company said the recipes are preserved by removing moisture, whilst allowing the retention of nutrients, vitamins and minerals.

Pure said that this change follows research that pet obesity is at an “all-time high”, which the company blames on “cheap and highly processed” food that contains poor quality ingredients. 

Alongside its new algorithm model, the company announced it will also be moving to a new 14,000 sq ft facility in Yorkshire, which will give the company “much-needed space to keep up with the demand”.

Pure Pet Food co-founder, Mat Cockroft, said: “The beginning of the new decade marks a really exciting time for us at Pure Pet Food.

“In the last decade, the general public has become even more knowledgeable about human health, nutrition and wellness in general, and although this is slowly translating to our pets’ health, there is still a way to go.”

He added: “To help owners easily transition we’ve updated our whole customer experience, personalising our recipes to each individual pet’s needs. Customers no longer have to spend time browsing our products and guessing which recipe would suit their dog best, as our recommendation algorithm does this for them.

“We represent the future of pet food and we’re helping to reduce the worrying statistics that are linked to a poor diet, ensuring dogs are living their healthiest lives, for as long as possible.”

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