Dog food 'fit for humans' at Blackheath Pet Supplies

Dog owners might be vying for their pets’ suppers as Pure pet food is made from natural ingredients and cooked up in a human grade factory.

The meat and two veg-style doggie dinner is being pioneered in London by Blackheath Pet Supplies – which already stocks many natural and unusual products such as reindeer shank and chickens feet.

Owner Susan Donnelly said: "It is all real food which humans could eat.

"It is really natural and there are no e-numbers in it.

"I think pets should eat normal food. You have to ask - what would you feed your kids?

"To me it looks like babies’ food. You can see the veggies in it."

The 45-year-old mother of two says the test was feeding it to her "fussy" bulldog Remy who cleared his plate within seconds. She added that many pet health problems stem from a poor diet including out-of-control dogs fuelled by e-numbers.

Pure is the brainchild of two west Yorkshire lads Mathew Cockroft and Dan Eha who dreamed up the idea in their kitchen using a dehydration machine.

Unlike many pet foods which are dehydrated at high temperatures, the food is air dried to keep the natural goodness of the raw ingredients locked in.

Co-creator Mathew Cockroft said: "It is quite unique.

"It is dog food but it is the first human grade dog food on the market.

"Most haven’t got ingredients fit for humans.

"This mimics what a dog would eat in the wild.

"We have tried it ourselves and it isn’t the worst tasting because of the quality of it.

"It doesn’t look like a Sunday dinner but looks better than pet food would normally."

The 27-year-old says the two duck and chicken recipes come with carrots and potatoes and pet owners just add water to expand the meal "like porridge".

As well as the nutritional benefits, he claims the product is ideal for London dwellers as the dehydrated food saves storage space.

To pick up a free sample visit Blackheath Pet Supplies, in Old Dover Road. To find out more visit purepetfood.co.uk