Nowadays the majority of us are much more conscious about leading a healthy lifestyle, so it's no surprise that this concern extends to our dogs.
Two childhood friends Mathew Cockroft, 27, and Dan Valdur Eha, 25, have established a new type of healthy dog food called Pure Pet Food with the support of Bradford University, the Telegraph and Argus reports.
What makes this particular brand stand out is that it's fit for human consumption. Their new pet food range is solely made up of raw and fresh human-quality ingredients.
The duo, who were raised near the same Calderdale farm, shunned the cooking methods common to pet food manufacturing and opted for a dehydration process instead.
Mr Cockroft said: "The idea came to remove the moisture from the food using a gentle method called dehydration, making the food last, whilst preserving the natural goodness of the ingredients at the same time."
As well as being available online, Pure Pet Food is being stocked by the Cambridge-based retailer Scampers.