As more and more people look to food as a source of health and wellbeing, so owners are doing exactly the same for their pets. According to the European pet food industry association, ‘humanisation’ is the key trend currently driving the market. Any old can or bag of biscuits is no longer good enough: consumers want the best for their furry friends. High-quality, natural ingredients, with added functionality where possible, is in great demand for cats’ cuisine and dogs’ dinners these days.