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A pet food business has transformed its brand for the new decade, as it sets out to revolutionise the pet food industry, while expanding into new premises.

The team from Yorkshire-based听Pure Pet Food have introduced a new personalisation-based model in a bid to make better pet health and nutrition accessible to all dog owners.

By tailoring their grain-free human-grade dog food to each individual customer, owners can now feed their pets minimally processed, healthy meals with ease and convenience.

The company was set up in Halifax in 2012 by childhood friends Mathew Cockroft and Daniel Valdur Eha, and started life as a small online store.

Now, visitors to the site will be asked to enter their pet鈥檚 details 鈥� including name, age, weight and any health conditions or dietary requirements 鈥� and the information will be used to recommend the perfect recipe best suited to their needs, removing all the guesswork and saving time.

It is a response to research suggesting that pet obesity is at an all-time high, with vets and nurses estimating that almost half of the dogs they see are overweight or obese, an alarming statistic for the Pure team.

Mat, who said the team will be moving to a new 14,000 sq ft facility in Cleckheaton very soon - "which will give us the much-needed space to keep up with the demand,鈥� said: 鈥淭he beginning of the new decade marks a really exciting time for us at .

鈥淲e鈥檝e been in the business for nearly eight years now, and in that time, owners have become more aware of the benefits of feeding a low processed diet 鈥� yet there鈥檚 still an alarming number of families that just have no idea what they鈥檙e putting into their pets鈥� food bowls each day.

鈥淚n 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鈥� health, there is still a way to go.

鈥淎s a result, pet obesity is at an all-time high, and an alarming number of illnesses and diseases are being linked to a lifetime of eating poor quality, low cost, brown biscuits 鈥� which is essentially the equivalent to us eating highly processed ready meals for breakfast, lunch and dinner every day.

鈥淭o help owners easily transition we鈥檝e updated our whole customer experience, personalising our recipes to each individual pet鈥檚 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."

Obesity is associated with osteoarthritis, type two diabetes, high blood pressure, heart and respiratory disease, kidney disease, cancer and more, and a poor diet is a major contributing factor for dogs.

Pure鈥檚 recipes are made with fresh ingredients that are gently preserved by removing the moisture, leaving the meals around four times as dense in nutrients, vitamins and minerals, they claim.

The business has also introduced brand new fully recyclable and eco-friendly packaging, again personalised to each customer.

Feedback to the team from existing customers reported improvements to symptoms including bad breath, itchy skin, stomach issues, and weight issues post-switch, and in some cases symptoms and ailments have disappeared altogether.

Mat added: "We see our pets as members of the family, so it鈥檚 about time we started feeding them like they were.

鈥淎nd that鈥檚 where Pure Pet Food comes in. We represent the future of pet food and we鈥檙e 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.

"The dehydration process we use gives Pure food a long shelf life, meaning owners aren鈥檛 contributing to fresh food wastage and all they have to do is add water to the recipes!

"It鈥檚 also worth noting that fresh food contains 75 per cent moisture, so the food industry essentially ships tons of water across the 海角视频 each year. When we all have water on tap at home, why create more carbon emissions shipping water? Our process extracts the moisture from our fresh human-grade ingredients, instead leaving customers to re-hydrate the food at home, meaning we use 75 per cent less packaging and generate 75 per cent less emissions 鈥� win, win!"