You don’t need to be a nutritionist to know that fresh food is healthier than processed. Pet food is mass-produced in factories as cheaply as possible to maximize profits. Pet food isn’t subject to the health regulations of human food and can contain unhealthy levels of things like copper or salt. Making your own using real food is actually cheaper than most "premium" kibble brands.

There’s a growing number of recipe books for people who want to make their own healthy pet food. That’s not a bad thing. But unlike PetMenu™ a book doesn’t know the age, weight or needs of your pet so recipes aren't personalised; and books can't tell you how much the meals will cost to make at current food prices.