We all want to feel confident that we’re giving our dogs food that helps them stay happy and healthy. But with so many ingredients, claims and different opinions to consider, choosing the right food can sometimes feel more complicated than it needs to be.
A “vet-approved” label can offer some welcome reassurance, especially when it means the food has been properly assessed by an independent veterinary professional.
That’s exactly what happened with our Purely range. Independent vet Dr Judi Maxwell put Purely through a full clinical trial, looking closely at everything from how much the dogs enjoyed their meals to their digestion, skin, coat, energy levels and overall condition.
We recently caught up with Judi to discuss the trial, what independent vet approval really means and what owners should look for when choosing their dog’s food.
Firstly, why is Purely now vet recommended?
Judi: “Purely has been awarded vet-recommended status because it has been through a clinical trial looking at the palatability, nutrition and science behind the food. We assessed how the dogs progressed throughout the trial and how they adapted to the diet. Purely flew through the process, and the feedback from owners was fantastic.
I recommend Purely because it is pure and simple. In a clinical setting, we see lots of dogs with intolerances and sensitivities, and it can be difficult to find something simple that owners can keep in the cupboard and feed every day.
Purely contains 92% meat or fish, with the remaining 8% made up of water and a blend of vitamins and minerals. That makes it a very simple, complete diet.”
What did you assess during the Purely trial?
Judi: “We looked at the dogs’ overall health and wellbeing, with a particular focus on their digestion. I assessed their skin, coat, teeth, energy levels and body condition, as well as their stools and whether they showed any signs of digestive discomfort.
We also listened closely to the owners. They told us about their dog’s appetite, whether they were less fussy, whether they willingly ate the food and whether they finished their meals.”
Why is veterinary approval important, and is every dog food recommended by vets?
Judi: “As an independent vet, I can stick to my guns and refuse to approve a product if I don’t believe it is suitable. I’m putting my professional skills and experience to use to assess the food and make sure it is suitable and safe for dogs.
Not every dog food is automatically recommended by vets. To receive this kind of recognition, a food needs to undergo testing in the form of a clinical trial under the supervision of a veterinary surgeon.
There is a lot of conflicting information about dog food, so it can be difficult for owners to know what to believe. Seeing that a food has been assessed by a vet provides reassurance that it has been through a proper trial and evaluated by a qualified professional.”
Is Purely also suitable for fussy eaters?
Judi: “Purely’s high meat or fish content makes it really tasty, so it can be beneficial for fussy dogs and may help encourage their appetite.
It is important to consider everything else your dog is eating, though. If they are eating dog food alongside lots of human food, they may simply prefer the taste of the human food. If they only eat dog food and are regularly refusing meals, look for other signs such as bad breath, bloating, abdominal discomfort or changes to their stools.”
Can I feed my dog Purely on its own?
Judi: “Yes. Purely is a complete food, which means it provides the nutrients your dog needs to stay healthy. That includes macronutrients such as protein and fat, as well as micronutrients such as essential vitamins and minerals. You can also mix it with a good-quality kibble if you prefer. The flexibility is in your hands.”
What should I look for on a dog food label?
Judi: “I always turn the pack over and look at the composition. The front is where you will find a lot of the marketing, but the back tells you what is actually in the food.
Look for a clearly stated meat or fish content and ingredients that are easy to understand. I follow the principle that if my grandmother wouldn’t know what an ingredient was, then it shouldn’t be there. You should also check that the food contains the vitamins and minerals needed to make it a complete diet.”
Why is the declared meat or fish content important?
Judi: “I always look for a clearly declared meat or fish percentage. Some foods will list meat among the ingredients without telling you how much is included. Purely clearly states that its recipes contain 92% meat or fish, so you know exactly what you are getting.”
How does steam cooking benefit Purely?
Judi: “I always take the cooking method into consideration. Purely is gently steam cooked, which helps retain the nutrients within the meat or fish while also improving the digestibility of the food.
Digestibility is important because it determines how well the nutrients pass through your dog’s digestive system and into the body, where they can be used for energy, muscle maintenance and overall health.”
How can I tell whether a food is right for my dog?
Judi: “Your dog can tell you a lot. Look at their appetite, breath, coat, energy levels, body condition and digestion. Their stools can also give you a good indication of how well they are getting on with their food.
If your dog is happy, full of energy, maintaining a healthy body condition and finishing their meals, those are all encouraging signs.”
Is Purely suitable for my dog with a sensitive stomach, and how should I feed them?
Judi: “Purely is very suitable for dogs with dietary intolerances and sensitivities because the ingredients are kept simple. When you are trying to manage a sensitivity, limiting the number of ingredients your dog eats can make things much easier. Purely’s 92% meat or fish recipes fit well with that approach.
My main advice is to keep things simple. Choose a food with a short, understandable ingredients list and limit the additional treats and chews you give them. You should also keep an eye on anything they might pick up while out walking.
Hygiene is important too. Clean your dog’s bowls regularly, make sure they always have fresh water and try to prevent them from licking or chewing things that might aggravate their digestion.
If your dog is vomiting frequently, has a lot of diarrhoea, appears uncomfortable or has blood in their vomit or stools, I would recommend speaking to your vet.”
Purely is now veterinary approved and recommended for dogs
Whether you’re navigating a sensitive stomach, trying to feed a fussy eater, or simply want clarity on what goes into your dog's bowl, independent vet approval offers peace of mind. Dr Judi Maxwell put Purely to the test so you can feel completely confident every time you open a pack. Discover the simple, 92% single-protein recipes for yourself and shop the Vet-Approved Collection here.