Our Story

Purely Fish has been developed by a business of animal lovers, and the brand was launched purely by natural evolvement.

From their base in Cornwall, our parent company, Ideal Foods Ltd identified that other than fish fillets/portions from white fish and salmon being used to supply the UK consumer, the remainder of the fish was being wasted. Ideal Foods wanted to use “all of the fish” and therefore set about finding markets. We now successfully export these products worldwide for human consumption. Salmon heads to the Far East, salmon trimmings and frames to Eastern Europe, to name but a few.

However, with the majority of our team owning pets, we then started to look at how we could develop a retail product utilising further these products and passing on the health benefits of fish consumption to our pets. Thus we developed our Purely Fish range of fish treats and pet food for both cats and dogs, using fish fit for human consumption.

Quite simply, our ethos is to “use as much of the fish as possible”.

We now offer a 100% fish based treat range, produced in Cornwall, working with a family run fishing factory, and doing our bit in helping to keep the traditions of fishing alive too, albeit with a twist!

Healthy treats, creating local employment and all at affordable prices, we are proud to offer you Purely Fish!

We hope your pets adore Purely Fish as much as ours!

Our News

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Turning Human Food Wastage into Pet Food Goodness

September 17, 2019 Business

Two years ago, Purely Fish was first launched. An international pet food brand with a range of 100% natural, British made pet food products, made...

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Purely Fish Celebrates its 2nd Anniversary

August 9, 2019 Business

Today, Purely Fish will celebrate its second anniversary as an international pet food brand, with a range of 100% natural treats, wet food, toppers and...

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Purely Fish launches four new products at PATS Telford

September 20, 2018 Business

Pet food brand, Purely Fish is delighted to be launching four new products at PATS Telford on 23rd and 24th September 2018. The Cornish based...

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