The parent company, Shanghai Yiyun Pet Products Co., Ltd., was established in 2009, while the Pure＆Natural brand itself launched in 2013.[3]

2009–2013: Formation

Shanghai Yiyun Pet Products was founded in Shanghai in 2009, building its business around the pet industry, including food and related products. In 2013, the company introduced Pure＆Natural as a dedicated brand targeting the higher-end natural food segment.[3] This launch coincided with a shift in the Chinese pet market from basic ownership towards greater interest in pet nutrition, ingredient quality, and specialised diets. Pure＆Natural built its identity around these emerging trends.

The brand’s early Classic Series served as the foundation of its product portfolio. The company subsequently expanded into various formulations and formats rather than relying on a single type of dog or cat food.[3]

2019: Fresh-food positioning

A significant milestone occurred in 2019 with the introduction of the Fresh Series (生·鲜系列). This line became one of the brand’s most recognisable offerings and helped strengthen its positioning around fresh-meat-oriented nutrition.[3]

2022: Investment

In February 2022, Shanghai Yiyun announced its first major financing round, securing investment from L Catterton, a global consumer-focused private equity firm. This capital injection supported the company’s further development and expansion.[3][2]

Pure＆Natural identifies three core principles behind its products:

• Safety
• Health
• Sustainability

The company states that its objective is to establish higher standards for pet food safety and develop products that give owners greater confidence in what they feed their animals.[1] This philosophy is reflected in the brand’s positioning statement “守味心安”, which translates roughly to “protecting the taste while providing peace of mind”. The concept combines palatability with food safety and nutritional assurance.

Rather than presenting itself merely as an affordable natural alternative, Pure＆Natural aims to occupy the premium domestic pet food segment.

Pure＆Natural has developed a broad portfolio covering different nutritional preferences, production methods, and price points. Major product families reported for the brand include:

• Classic Series: The brand’s earlier core natural food line.
• Fresh Super Series: A higher-end range focused on fresh meat.
• Fresh Whole Meat Low-Temperature Baking Series: Products emphasising whole-meat ingredients and low-temperature processing.
• Fresh Meat Series: Dog and cat food based on fresh-meat formulations.
• Frozen Fresh Series
• Fresh Freeze-Dried Series
• Fresh Air-Dried Series
• Original Hunting Series
• Probiotic Herbal Series
• Various wet food and other specialised products.[1]

This variety allows the brand to compete across several popular segments of the pet food market, including traditional dry food, fresh-food concepts, freeze-dried food, and air-dried food.

A key differentiator for Pure＆Natural is its emphasis on in-house manufacturing. Shanghai Yiyun has invested in pet food manufacturing facilities in Anhui and Jiangsu provinces. Industry profiles indicate that the company established its own factories relatively early in its development rather than relying entirely on third-party manufacturers.[3][2]

The company’s factories are described as operating under GMP standards, alongside food technology, quality management, and food safety management certifications.[3] This manufacturing control allows for greater oversight of raw materials, formulation, production processes, quality testing, traceability, and batch consistency.

Pure＆Natural also promotes its S²TONE safety system, presented as a comprehensive framework for managing pet food safety.[3][2]

The brand has invested significantly in research capabilities. According to industry profiles, Shanghai Yiyun has established research cooperation with institutions including Zhejiang University and Nanjing Agricultural University. The company has also reported intellectual property achievements, including invention and utility-model patents.[3]

The broader strategy combines pet nutrition research, formulation development, manufacturing technology, and supply chain control. This approach aligns with Pure＆Natural’s positioning as a science- and quality-oriented premium brand.

Pure＆Natural represents the rise of China’s domestic premium pet food industry. Historically, the premium market in China was dominated by international brands. Domestic companies like Shanghai Yiyun have increasingly competed by offering products designed specifically for local consumers while investing heavily in formulation, manufacturing, and branding.

Pure＆Natural’s positioning sits at the intersection of natural pet food, premium nutrition, domestic Chinese branding, and food safety assurance. Industry databases describe it explicitly as a high-end natural pet food brand and a representative domestic premium company.[1][4]

The brand utilises both online and offline distribution channels. Industry profiles report that Pure＆Natural products have been sold through hundreds of online stores and tens of thousands of offline retail outlets in China. Cumulative sales are reported to exceed 50 million bags of pet food, although these figures represent company and industry profile claims rather than independently audited statistics.[3]

Its distribution strategy reflects the transformation of pet retail, combining traditional pet shops, specialty retailers, e-commerce platforms, flagship stores, social commerce, and emerging pet product channels.

Pure＆Natural is owned and operated by Shanghai Yiyun Pet Products Co., Ltd. (上海依蕴宠物用品有限公司), headquartered in Shanghai. Business databases identify it as a pet products and pet food company operating manufacturing facilities in Anhui and Jiangsu.[4]

While some inconsistent information exists online regarding the brand’s international corporate history, credible Chinese corporate and industry sources consistently identify Shanghai Yiyun as the company behind the Pure＆Natural / 伯纳天纯 brand in China.[1][4] Claims that it is simply an “American brand” should be treated with caution.

The name Pure＆Natural communicates the brand’s central proposition of natural ingredients and nutrition-oriented pet food. Its Chinese name, 伯纳天纯, serves as the principal identity in the domestic market. Because “Pure & Natural” is a generic phrase used by numerous unrelated businesses globally—including skincare, dairy, and body care companies—searching solely for the English name can yield confusing results. For the pet food company, Pure＆Natural / 伯纳天纯 is the appropriate identification.

The development of Pure＆Natural can be broadly categorised into several stages:

1. Natural-food entry: Establishing the brand through natural-oriented dog and cat food.
2. Premiumization: Moving towards higher-value formulations and ingredients.
3. Fresh-food innovation: Introducing the Fresh Series and related formats.
4. Manufacturing integration: Strengthening control through company-owned factories.
5. Scientific positioning: Increasing R&D cooperation, technical development, and safety systems.
6. Portfolio expansion: Covering dry, wet, freeze-dried, air-dried, baked, and other categories.
7. International development: Positioning the company as a potentially globally recognised Chinese pet food enterprise.[1]

Within the pet food market, Pure＆Natural competes primarily on quality and brand positioning rather than lowest price. Its main selling propositions include:

• Natural-oriented formulations
• Meat-focused recipes
• Product variety
• Premium positioning
• Manufacturing control
• Safety and quality systems
• R&D investment
• Strong domestic Chinese brand identity

The company’s strategy benefits from the growth of the pet economy, particularly among younger urban consumers who increasingly regard pets as family members and are willing to spend more on nutrition and wellness.

Pure＆Natural is notable for representing the professionalisation and premiumisation of China’s domestic pet food industry. Rather than competing solely on price, the company has invested in infrastructure typically associated with larger food companies, including dedicated factories, quality systems, R&D partnerships, multiple product lines, and a sophisticated brand strategy.[3][2]

Its rise illustrates a broader trend of domestic pet food companies attempting to compete with multinational brands through ingredient transparency, specialised nutrition, manufacturing technology, and premium branding.

1. Introduction to Pure&Natural Brand-Latest articles related to “Pure&Natural” list – KaiPet
2. Pure & Natural – Crunchbase Company Profile & Funding
3. 宠物品牌Pure＆Natural 伯纳天纯-宠物行业数据库
4. 伯纳天纯PureNatural简介-伯纳天纯宠物食品-十大品牌网CNPP