OPEN P&L · UPDATED JULY 2026
You pay $12.90. We reinvest $2.91. Here's the rest.
No secrets, no markup mystery. Just the receipts, pawrents. 🧾
✅ AAFCO All Life Stages
🔬 PhD-formulated
🔓 Open-source formulas
⭐ 4.9/5 · 456+ reviews
Your dollar, split six ways 🐾
- Ingredients 27%
- Packaging 3%
- Cold-chain delivery 5%
- Outreach 24%
- Overhead & fees 13%
- Reinvested 28%
$0
Nic & Yash take $0 salary. Every dollar left over goes straight back into better food for your furkids. 💛
🏷️ What we make on each recipe Old price, new price, our cut
At the old prices, 6 of 9 recipes lost money on every single pack (the red bits). That is why prices had to move. Tap New prices to see the fix.
costs us reinvested over what you pay
Cat · Chicken 200g
Everyday
$7.10 $10.90
$7.10
costs $8.81
we lose $1.71
Cat · Duck 200g
Signature
$8.70 $13.90
$8.70
costs $9.36
we lose $0.66
Cat · Beef 200g
Signature
$9.00 $13.90
$9.00
costs $9.48
we lose $0.48
Cat · Kangaroo 200g
Premium
$11.90 $14.90
$11.90
costs $10.50
reinvested $1.40
Dog · Chicken 300g
Everyday
$8.60 $12.90
$8.60
costs $9.85
we lose $1.25
Dog · Pork 300g
Everyday
$8.80 $12.90
$8.80
costs $9.53
we lose $0.73
Dog · Beef 300g
Signature
$9.70 $15.90
$9.70
costs $10.28
we lose $0.58
Dog · Kangaroo 300g
Premium
$13.30 $16.90
$13.30
costs $11.85
reinvested $1.45
Dog · Salmon 300g
Premium
$13.30 $16.90
$13.30
costs $12.34
reinvested $0.96
Chicken Bone Broth
New
$15.90
not launched yet
"Costs us" counts everything: ingredients, delivery, ads, the works. Everyday recipes run our thinnest margin on purpose: they are the packs most furkids eat daily.
🧾 The full cost stack Every line item, down to the 9-cent software fee
Ingredientshuman-grade meat and produce
$2.31 to $5.53
Outreachwhat it costs to reach new pawrents
$3.66
Overhead & adminpart-time team and insurance
$0.97
Cold-chain deliveryfrozen door-to-door
$0.75
Payment feescard and PayNow charges
3.2% of price
Pick & packpacking labour per order
$0.29
Refundsmaking it right when we slip
$0.19
Spoilagemelt and write-offs
$0.17
Packagingbox and label
$0.15
Softwarestore and subscription tooling
$0.09
SGD per pack, best estimates. When costs move, this page moves with them. Pawmise. 🐾
What your 28% builds for your furkid
New recipes
Better supplier prices
Vets & retail partners
Faster cold-chain
Smoother orderingEvery dollar left over goes straight back into better food. That’s the pawmise. 💛
