Bark chor mee and pupperoni pizza: Why more pets are eating like people

SINGAPORE – Five-year-old female cocker spaniels Popcorn and Mochi are gourmands in their own right.

They have sampled some of Singapore’s most iconic dishes – like laksa, chilli crab with mantou and kaya toast – all thanks to their owners, government affairs consultant Wong Shiying and journalist Daryl Choo. 

Ms Wong, 28, is her dogs’ chef de pet cuisine, adapting her favourite recipes by replacing various ingredients with pet-safe alternatives.

For instance, her chilli crab recipe uses red bell peppers instead of dried chillies or chilli sauce, as chillies contain capsaicin – a compound that can cause digestive upset, vomiting and diarrhoea in dogs. 

Other pet-safe ingredients include carob powder, oat flour and fresh vegetables such as broccoli, carrot and pumpkin.

Since plating Popcorn and Mochi’s first human-style dinner of steak and mashed sweet potatoes in December 2023, the dating couple have been documenting their cooking journey on social media. 

The pups’ Instagram account (@popcornandmochi) now has more than 2,500 followers, while their TikTok account has drawn over 1,900 followers.

In short videos, Ms Wong showcases her ingredient choices and cooking process, whether she is wrapping rice-paper spring rolls or hand-moulding pearl barley for dog-friendly sushi. 

Some dishes even come with punny names – like bark chor mee (bak chor mee), Pawtong Laksa (Katong Laksa) or Bark-kun Kaya Toast (Yakun Kaya Toast). 

Popcorn and Mochi are part of a growing social media trend where pets are fed human-style meals, as more “pawrents” embrace fresh food diets for their furkids.

Unlike dry kibble, fresh pet food is typically human-grade and made from raw or gently cooked ingredients – think cuts of meat, vegetables and whole grains – and packaged like ready-to-eat meals. 

“Traditional kibble is designed for convenience and a long shelf life,” says pet nutritionist Cam Wimble. “It often contains a lot of carbohydrates with synthetic vitamins and minerals added in. The high-temperature cooking process also reduces the overall quality of nutrients.”

While kibble still dominates shelves, fresh food is gaining ground.

A 2024 report by India-based market research firm Future Market Insights projects that the global fresh dog food market will hit nearly US$2 billion (S$2.59 billion) in 2025 and reach around US$3.17 billion by 2035. The Asia-Pacific region is currently the fastest-growing market for raw, fresh and frozen dog food.

Mr Wimble, who has been crafting customised fresh food plans for pets since August 2018, has witnessed a 400 per cent growth in the number of clients between 2023 and 2024. 

“People are becoming more informed about their own nutrition, and they’re applying the same standards to their pets,” he says.

Scientific research supports this shift. A January 2021 study published in the Journal of Animal Science found that gently cooked fresh food improves nutrient digestibility in pets, allowing them to better absorb essential vitamins and minerals. 

However, feeding pets raw food, especially meats, remains controversial. Some veterinarians caution against them due to the risk of bacterial contamination or nutrient imbalances.

In a January article in The Straits Times, veterinarian Teo Boon Han urged owners to “prioritise evidence-based nutrition” and consult professionals when considering a raw food diet. 

But if all is well with the adoption of a fresh food diet, Mr Wimble says the signs of a healthy pet will typically show between four and six weeks.

“Fresh breath, a glossy coat and firm stool – those are clear signs of a healthier pet,” he says. 

Local businesses tap demand

Omakase.pet, where pet nutritionist Mr Wimble is a partner, is a Singapore pet nutrition company founded by siblings Suzanne Chia, 32, and Travis Chia, 36. 

The company was born out of Ms Chia’s experience with her now three-year-old corgi, Ginger. 

Ms Chia got Ginger as a three-month-old puppy, but found out that she suffered from compromised liver function during her yearly health check when she was around one year old.

Since switching from kibble to a customised fresh food diet, Ginger has shown marked improvement, including healthier liver values and increased energy levels.

Motivated by Ginger’s progress, Ms Chia is working towards making fresh pet food more accessible. “We try to keep our products and services affordable so that more pet owners can see the benefits for themselves,” she says.

Omakase.pet offers premium fresh meals for pets through a la carte options and subscription-based meal plans. Subscriptions start at $1.50 for 100g, with mixed protein blends that include meats like chicken, beef, kangaroo and even crocodile.

The food is prepared in a factory in Ubi – licensed by the Animal & Veterinary Service – with industrial-grade equipment, with delivery frequency options of seven, 14, 21 or 28 days for subscription-based meals.

“One of the most important ways to save money as a pet owner is to have a healthy pet. The cost of treating minor health issues that develop through poor diet is enormous,” Mr Wimble says.

“It isn’t just about the financial cost of vet bills. It’s a burden that impacts an owner’s mental health.”

Since launching in October 2022, Omakase.pet has seen its customer base triple – a sign, Ms Chia says, that more pet owners are willing to invest in better food for their pets. 

The momentum has grown especially since June 2024, when the company began offering free pet nutrition consultations.

The number of inquiries from pet owners has tripled from around 400 between April 2023 and March 2024 to roughly 1,200 between April 2024 and March 2025.

These consultations allow owners to submit detailed information – such as their pet’s breed, age, medical conditions and blood test results – so that Omakase.pet’s trained team can develop personalised fresh food plans for each pet’s needs.

Ms Celine Lee, 33, and Mr Jonathan Goh, 39, co-founded Gentle Pet Store in June 2016, originally focusing on pet accessories. 

But a turning point came when the engaged couple noticed dramatic improvements in their then five-year-old French bulldog Lily’s health after switching to a fresh food diet. 

Lily experienced allergic reactions to common meats such as chicken, duck and beef, as well as some fruit and vegetables. She would end up with diarrhoea, severe itching and ear infections from eating kibble.

“We never got her tested for her allergies, so we started her on a very limited diet of raw food and slowly added ingredients to see how she would react,” Ms Lee says. Lily’s allergic reactions subsided with the switch.

Inspired by the transformation, they expanded their offerings to include wholesome, nutrition-focused meals tailored for pets in October 2019. They now sell pet supplies online (gentlepetstore.com.sg) and in their physical store in Somme Road in the Jalan Besar area.

“Around a decade ago, demand for fresh food was still low and there were very few options available. Many pet owners relied on online advice and prepared DIY meals at home,” Ms Lee says. 

Since then, the business has seen its fresh pet food sales grow five times and now carries around 10 additional fresh food brands to meet rising customer demand.

In April 2023, the couple introduced a series of freeze-dried treats based on local delights, such as sliced fish soup, Hainanese chicken and bak kut teh. It sold out during a three-day event for pets.

Ms Lee says the treats were inspired by food that she and Mr Goh enjoy and was a one-off venture. Each bag sold for between $10 and $16, depending on flavour.

While they do not intend to bring the local delights series back any time soon, Mr Goh says they are always on the lookout for new fresh food products to add to their offerings.

One of the most popular fresh pet food products they currently sell is a mini pizza with a base made entirely of meat and toppings like cheese and fruit. The 11-inch “meatzzas” cost between $12.90 and $15.90 each, depending on flavour. 

The love language of food

From raw food plans to home-cooked meals to gourmet treats, food has become another way for pet owners to express care, creativity and affection. For many, it is no longer just about feeding their pets – it is about sharing an experience.

Ms Wong can certainly relate. “The food I’ve cooked for Popcorn and Mochi so far are all inspired by dishes I like to eat. When I see them enjoy it, there’s a real sense of joy and fulfilment,” she says. 

Ms Wong says she was inspired to make such home-cooked meals for her pets after discovering another dog foodie duo on social media: Cedric and Edith. 

With more than 1.1 million followers on Instagram (@thecedlife) and 958,000 on TikTok, Cedric the dachshund and Edith the chihuahua mix from the United States have become viral sensations with their dog-safe versions of everything from chicken rice to burgers. 

Their popularity has even led to a cookbook – titled The Dog’s Table – set to be released in December.

It was through experimenting with recipes for their dogs that Ms Wong began to cook more regularly – not just for them, but for herself too. On some days, she and Mr Choo even finish off leftover ingredients like fish bone broth or shredded chilli crab meat from their dog’s meals.

The couple say they make such decadent meals as treats for their pets only once every two to three weeks. 

Their dogs’ daily diet typically consists of a balance of protein, carbohydrates and fibre, which they keep track of on a custom spreadsheet listing the nutritional values of different foods. 

Popcorn and Mochi were originally fed a diet of kibble, but upon recommendation by Mr Choo’s sister, the couple slowly transitioned them to a fresh food diet comprising both raw and cooked meats over two to three months. 

Since switching to a fresh food diet in 2022, they have seen improvements in their dogs’ overall health – from shinier coats to cleaner teeth.

“When vets find out that we feed them raw food, they often caution us against it. Be that as it may, they also always tell us that the girls are in good condition and are very healthy,” says Mr Choo. 

Preparing these meals is no small feat. The couple dedicate much of their Sundays to steaming vegetables, chopping meats and portioning out each meal into individual containers for the week ahead.

“Knowing exactly what goes into their meals helps me sleep better at night,” Ms Wong says. 

“We don’t even go these extra miles for ourselves, but I feel like pets are now really being treated like family members and people are willing to do a lot more for them.”

Family, not furballs

For Ms Lee and Mr Goh, their home is shared with a total of 11 pets – seven cats and four dogs. 

Nutrition is a top priority in their household, and while all their cats thrive on a fresh food diet, the dogs’ preferences are more varied.

One dog is on a full fresh food plan, two eat freeze-dried meals made from whole ingredients and the fourth still prefers kibble and did not respond well to a fresh food switch. 

Their approach to feeding is both flexible and tailored, driven by the belief that nutrition should meet each animal’s unique needs, rather than follow a one-size-fits-all model.

“We understand that the fresh pet food diet may not be for every dog. If raw or cooked food doesn’t work out, then kibble is fine too,” says Ms Lee.

Their thoughtful, individualised feeding philosophy reflects a deeper commitment to their pets’ well-being – one that mirrors the broader fresh food movement gaining traction among pet owners. 

For many, including Ms Lee and Mr Goh, the shift towards fresh or minimally processed diets is rooted not in trendiness, but in care and a desire to offer the best to those they consider family.

Ms Lee says: “Now that there are more options for pet food, people are willing to spend more to try new things rather than limit their pets to eating the same thing every day for the rest of their lives.”

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