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Affiliate links · Last verified 2026-05-21 · 🌍 Outside the US? Amazon and eBay will redirect you to your country's local store automatically.
The Story
Air dried dog food
The Pitch on Dragons' Den UK
Pure Pet Food appeared on Dragons' Den UK (Series 12, Episode 2) in 2014. Daniel Eha and Matthew Cockroft pitched the product to the Dragons. Offered £40K for 30% by Deborah Meaden / Kelly Hoppen — rejected by entrepreneur.
Where they are now: Entrepreneur turned down the dragons' offer. Status: Active.
Frequently Asked Questions
Is Pure Pet Food still in business?
Entrepreneur turned down the dragons' offer. Status: Active.
Who founded Pure Pet Food?
Pure Pet Food was founded by Daniel Eha and Matthew Cockroft.
Did Pure Pet Food get a deal on Dragons' Den UK?
Yes — Offered £40K for 30% by Deborah Meaden / Kelly Hoppen — rejected by entrepreneur.
Where can I buy Pure Pet Food?
Pure Pet Food is available on Amazon and eBay. We compare current prices across both at our /results page — link below.
Related from Dragons' Den UK
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