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Iceland Pure vs Purpose

Iceland Pure is made by Iceland Pure, LLC, and Purpose by Purpose Pet Food LLC, and both make food for cats and dogs. On KibbleLab, Purpose averages 8.8 out of 10 across its scored foods, compared with 7.9 for Iceland Pure.

Iceland Pure and Purpose compared

Iceland Pure Purpose
Manufacturer Iceland Pure, LLC Purpose Pet Food LLC
Parent company Independent Independent
Founded 2005 2014
Headquarters Vista, California, USA St. Louis, Missouri, USA
Products listed 4 9
Serves Cats & dogs Cats & dogs
Price tier A relative price guide, from $ (most affordable) to $$$$$ (most premium), based on the brand's typical retail cost.
$$$$ $$$$$
WSAVA guidelines The World Small Animal Veterinary Association (WSAVA) publishes criteria for evaluating a manufacturer: qualified nutritionists on staff, feeding trials, and published research. It does not certify or endorse brands.
No No
PSC accredited The Pet Sustainability Coalition is a nonprofit that accredits pet companies on their environmental and social impact, through third-party verification. It reflects sustainability practices, not food quality.
No No
Score The average KibbleLab score across this brand's scored foods, on a 0 to 10 scale. Foods are scored on published veterinary science, and no one can pay for a higher score. How scoring works .
7.9 (avg of 4) 8.8 (avg of 9)
Recalls on record KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.
None None
Where to buy Amazon Amazon

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Iceland Pure vs Purpose: how they compare

Scores

Purpose scores higher on KibbleLab, averaging 8.8 out of 10 across 9 scored foods, compared with 7.9 across 4 for Iceland Pure. Scores apply the same criteria-based rubric to every food, drawn from published veterinary science, and no one can pay for a higher score.

Who makes them

Iceland Pure is made by Iceland Pure, LLC, an independent maker, based in Vista, California, USA, founded in 2005. Purpose is made by Purpose Pet Food LLC, an independent maker, based in St. Louis, Missouri, USA, founded in 2014.

Standards and range

Neither meets WSAVA's published manufacturer criteria. KibbleLab lists 4 Iceland Pure foods and 9 Purpose foods.

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Common Questions

Which scores higher on KibbleLab, Iceland Pure or Purpose?

Purpose scores higher: it averages 8.8 out of 10 across 9 scored foods, compared with 7.9 for Iceland Pure. Scores reflect published veterinary science, and no one can pay for a higher score.

Who makes Iceland Pure and Purpose?

Iceland Pure is made by Iceland Pure, LLC. Purpose is made by Purpose Pet Food LLC.

Which brand has more products on KibbleLab?

Purpose has 9 products in the KibbleLab database, compared with 4 for Iceland Pure.

Where is each brand based?

Iceland Pure is based in Vista, California, USA. Purpose is based in St. Louis, Missouri, USA.

Have Iceland Pure or Purpose been recalled?

Neither Iceland Pure nor Purpose has a recall on record in the KibbleLab database. KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.

See the full profiles: Iceland Pure and Purpose .

More comparisons

KibbleLab provides informational content only. This is not veterinary advice. Always consult a qualified veterinarian before changing your pet's diet.

This is a neutral, factual comparison, not a ranking or an endorsement of either brand. KibbleLab may earn affiliate commissions through links. No one can pay for placement or a higher score.

Brand and manufacturer details are compiled from public sources and not independently verified; they may not reflect contract manufacturing or co-packing. Recall data is compiled from public FDA and manufacturer notices, and a notice may name the parent company rather than the brand. KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.

KibbleLab scores and commentary are editorial opinions based on published data. Represent one of these brands? Request a correction. Anyone else can email us. See our Terms.