Welcome to

Pure Instinct

Following in the footsteps of nature


The strength of the wolf is the pack.

- Rudyard Kipling -

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The wolf: a pack animal

Wolves are considered to be social animals with strong social bonds. They live in a close family unit known as the pack. Each wolf pack lives in its own territory, covering an area of around 150 to 200 square kilometres. This territory is determined by the range of prey found within it, because food must be secured for the pack in the long term.


The dog is a companion who reminds us to enjoy every moment.

-Marla Lennard-

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The dog: a tamed wolf

The dog is considered to be human's oldest pet and has been for over 100,000 years. The wolf was the first to try to get closer to humans and obtain a share of their prey. People quickly understood that the wild animal could be trained to help with hunting and provide protection. At some point, the first wolf pups were hand-reared and thus, over time, the wolf became the tamed dog we know now.


During investigations, roots, wild herbs and berries have been found in wolf stomachs in addition to meat. Wolves have been bred to produce more than 400 dog breeds, resulting in changes to size, shape, colour and even some aspects of behaviour, but the structure and function of the digestive tract remains unchanged.

Purity and quality

When selecting our recipes, we placed particular emphasis on authenticity and preserving a rustic feel - the unspoiled quality of nature serves as our guide to select exquisite premium ingredients.

The wolf's diet

Meat, roots, wild herbs and berries are on the wolf's menu. True to our claim - following in the footsteps of nature - we have adopted this as our model and created our recipes to suit.

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Water buffalo
Buffalo meat is considered a very tender meat with a slightly gamey flavour. It has around 55% fewer calories than beef but 10% more protein. It is a good alternative to beef and can be fed to overweight dogs without any problems.
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Horse
Horse meat is ideal for dogs as it contains lots of protein and is low in fat. It is lean, easily digestible, hypo-allergenic and rich in important minerals.
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Chicken
Chicken provides high-quality protein and is rich in omega-6 fatty acids, which support skin health. It is also an excellent source of essential amino acids and glucosamine, which promote bone health.
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Salmon
Salmon is an ideal source of protein and provides dogs with important nutrients. Salmon-rich dog food also supports the immune system, fertility, skin and coat health, while promoting mobility and healthy eyes, brain and gut.
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Reindeer
Reindeer meat is considered one of the best sources of easily digestible protein and has a beneficial composition of amino acids. The unsaturated omega-3 fatty acids in this meat are similar to those from fish and are therefore very good for the immune system, bones and joints.
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Lamb
Lamb has a very good meat-to-fat ratio and is also very lean. It can help prevent digestive disorders and support the stomach lining.
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Duck
Duck meat is hypo-allergenic and therefore ideal for animals with food allergies or intolerances. It is an excellent source of protein and contains all the essential amino acids needed for healthy muscles and a strong immune system.
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Quail
Quail meat contains easily digestible proteins, is low in fat, and is very easy to digest, making it ideal for sensitive dogs. The tender and lean meat also contains high-quality minerals and B vitamins.
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Beef
Beef is very nutritious and is therefore ideal for active and young dogs. The meat also contains a lot of zinc, which strengthens the immune system and promotes healthy metabolism. If your dog suffers an injury, it also supports wound healing and bone growth, while ensuring good skin and coat health.
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Turkey
Turkey meat is a great source of protein for dogs. It contains all nine essential amino acids that dogs need to stay agile. The meat is also a good source of vitamin B6 and niacin, which are important for a strong nervous system and good digestion.

Pictograms

The high-quality PURE INSTINCT recipe formulated with natural ingredients gives you peace of mind that you are providing your pet with food that is appropriate to its species and that tastes irresistibly good.

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Proportion of animal protein in the total protein: 82% For growth, a healthy coat, and strong muscles.

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Taurine Important for eye health and strong heart muscles.

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Salmon oil Omega-3 and -6 fatty acids support a healthy coat, skin and metabolism.

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Inulin/FOS + MOS prebiotic dietary fibre for healthy intestines/can prevent the colonisation of harmful bacteria in the intestines and support optimal digestion.

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Grain-free for dogs that are grain intolerant.

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Forest fruits, wild herbs and roots Vitamins, minerals, trace elements and fibre.

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Made with fresh meat Quality and Taste.

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High meat content of up to 63% High in protein for muscle growth and performance.

Feel free to contact us

If you have any questions about the product or would like to know where you can purchase the product – please contact us via the contact form.