Proper Natural is a family-run UK retailer specialising in carefully selected natural treats, chews and toys for dogs. The business focuses on ethically sourced, high-quality products made with natural ingredients and screened to avoid harmful additives. Its range includes air-dried treats, long-lasting chews and options for puppies, with products featuring ingredients such as beef, chicken, lamb, pork, rabbit and buffalo. Popular choices include bulls pizzles, pig ears, rabbit ears and chicken feet, alongside variety packs and treats selected for characteristics such as high protein, low fat or single-source protein.

Proper Natural also sells dog toys for different ages, play styles and needs, including fetch, tug, interactive and puzzle toys. It is an official KONG retailer, offering products across KONG ranges as well as toys from other featured brands. The store also provides supplements, accessories and practical guidance on dog nutrition, health, play and choosing suitable treats and toys. Customers can browse advice articles and product selections online, with free delivery to mainland UK on orders over £39.