Our Story
Our journey started with the addition of Bentley, our beautiful rescue dog. From the moment he joined our family, we knew he was special. But Bentley also came with a challenge, he had severe food sensitivities that made mealtimes tricky. We tried countless products, yet nothing seemed to suit him.
So, we started cooking Bentley’s meals at home. Fresh Meat, healthy vegetables and natural probiotics became his daily diet. We were also playing around with freeze drying meat pieces for Bentley to chew on with our new food dehydrator. As we mixed up his meals, one thought kept crossing our minds: “Why isn’t there a kibble like this on the market?”
That question sparked the idea for Pure Life.
We wanted to create something truly different, food made from a single animal protein to support sensitive pets, combined with real superfoods to nourish their bodies from the inside out. And since Bentley absolutely adored freeze-dried meat, we knew we had to include it too.
As a family, we began developing a range that brought all of Bentley’s favourite ingredients together: nutrient-dense, high-protein kibble mixed with real freeze-dried pieces. It had never been done before in Australia, so we saw the opportunity here and we took it! We looked deeply into the science, consulted with animal nutritionists, and crafted multiple recipes until we found the right one!
At home, our 7-year-old cat Betty watched every step of the journey and reminded us that cats deserve the same love and care too. So, Pure Life expanded to include recipes for both dogs and cats.
Once we curated Pure Life, we reached out to a manufacturer here in Sydney to help us develop our idea into reality. Finally, Pure Life was born. We gradually began partnering with pet retailers across Australia, and today you can find us nationwide in your local Pet Stock store! From our humble beginnings, we’ve grown to become one of Australia’s most popular super-premium pet food brands. Stocked in over 390+ retail branches.
We also believe every animal deserves high quality food, made with pure intentions which is why we also donate Pure life to animal shelters across Australia.
The Bloom Family 
