We use only all-natural, fresh, human grade ingredients vs feed grade ingredients, thus making the food quality much much higher than a mass market canned/kibble prescription diet. Depending on what ingredients your pet needs as well as the kind of supportive supplements we add, it could cost more initially, but may be cheaper in the long run because you won’t need to add the required supportive supplements (which are expensive when you need to buy each one on its own). We do not add medication to the food, just supportive supplements. Some of these said supplements are optional and are very expensive since we only use human grade supplements and not feed or “pet” grade to ensure quality and good absorption. Of course, because they are bespoke, you will never be able to get the same formulation elsewhere as it is made for your pets individual, special needs.