Pure natural Pet Food

Pure natural is a well-known pet nutrition brand widely sold across pet retail chains in Norway and the Nordic region, notably through Musti Group stores like Musti and Arken Zoo. The brand focuses on natural, hypoallergenic recipes featuring high meat content and wholesome ingredients without artificial additives, tailored specifically for dogs and cats.

Pure natural was developed by the Finnish pet care retailer Musti Group (Musti ja Mirri Group) as one of their core private label lines. While designed and managed in the Nordic region, the recipes are produced across specialized pet food manufacturing facilities located primarily in Europe (including the UK and continental Europe).

In early 2024, a majority takeover offer led by the Portuguese investment firm Sonae (via Flybird Holding Oy / Sonae SGPS, S.A.), in partnership with key executives, resulted in Sonae becoming the controlling owner of Musti Group. Consequently, the ultimate parent company overseeing the Pure natural brand is Portugal-based multinational Sonae SGPS, S.A., with operations in Norway handled locally by Musti Norge AS.

Note that while other consumer items or skincare products globally may use variants of the generic phrase 'Pure Natural', the primary brand identified with this trademark in the Norwegian retail sector is the pet food brand owned by Musti Group.