Is Pure Pet Food Still in Business? (2026 Update)
Looking to buy Pure Pet Food?Confirmed still selling. Check the latest price and availability.
Check the current listing on AmazonFull story →Daniel Eha and Matthew Cockroft pitched dog food dried using air rather than heat, arguing it kept more nutrients intact than standard kibble.
Deborah Meaden and Kelly Hoppen offered £40,000 for 30%, but our records show the founders declined and walked away with no deal.
Turning down two Dragons deliberately
Rather than accept terms that did not suit their plans, the founders walked away from real investment interest and chose to fund their own growth instead. That is a bolder move than it sounds, since it takes genuine confidence that the business can perform without outside money diluting control.
Air drying keeps more of the nutritional value found in raw ingredients than standard kibble processing typically manages, while sidestepping the cost of freeze-drying entirely, giving the product a real technical edge in a packed pet food market.
Where it stands today
On 21 July 2026, purepetfood.com had an active subscription shop with a working Create a tailored plan ordering flow, live pricing, and free delivery advertised at checkout.
The business the Dragons offered money for, and the founders turned down, is genuinely selling through its own subscription platform today.