Not biscuits. Not tinned. Not what you’re expecting

We all want what’s best for our dogs. They’re more than pets; they are our family, and we should feed them the same way. They deserve quality meals that nourish, energise, and support their long-term health. PLATINUM dog food is reimagining the bowl, starting from scratch.

The pet food industry has relied on overprocessed ingredients, synthetic additives, and vague labelling for years. PLATINUM was founded on a simple belief: dogs thrive when they eat real, quality food. All recipes first began with a question: Would I feed this to someone I love?

The secret? It’s in the meat juices and how we make it

At the heart of PLATINUM recipes is a unique cooking method that doesn’t just preserve meat, but brings out its best. It’s called Fleischsaftgarung (FSG), and it’s what makes PLATINUM truly one of a kind.

Originating in Germany, Fleischsaftgarung translates literally to “meat juice cooking.” It is a slow, gentle preparation method developed from traditional techniques used in high-end kitchens and artisanal butchery. Unlike industrial kibble, which is baked at high heat from powdered meat (meat meal), the FSG process uses the natural juices from the fresh meat itself to cook and create the food.

Because FSG relies on the moisture naturally present in fresh meat, the finished product retains a residual softness and chewy texture that dogs instinctively love. It’s not crumbly or crunchy like conventional dry food. It’s gentle on teeth, kind to digestion, and doesn’t swell or bloat in the stomach like a typical kibble. Rich in natural nutrients supporting vitality.

This unique texture is only possible because of the high percentage of quality fresh meat in the recipes; without it, there wouldn’t be enough natural juices to carry the FSG cooking process. That’s why FSG food can’t be made with meat meal, powdered proteins, or lower-quality ingredients.

The Menu wet food: nothing added, nothing lost

It’s not just the dry food that’s different. The Menu wet food range is prepared using the same FSG method, delivering the same nutrient-rich quality across both ranges.

What makes it special? There is no added water, stock, or synthetic gravy, just the rich, natural juices directly from the fresh meat. Every bite is cooked gently in these juices, not diluted, not bulked out, and never compromised.

Naturally moist and packed with nutrition

The result is a moisture-rich, protein-dense wet food that’s incredibly easy to digest and irresistibly tasty. It’s soft, smooth, and full of real flavour. Due to its dense nutritional profile, dogs require less food than traditional tins but are still full. This food provides raw-level nutrition, is gently prepared to support your dog’s best life, and is digestible and gentle.

Unlike many other wet foods, Menu is not packed in tins. We use BPA-free Tetra Recart® Cartons, which produce less than half the CO₂ emissions of traditional tins, making them a more sustainable choice. Tetra Cartons also ensure the meat is cooked gently and evenly and never overheated, preserving nutrients and flavour.

Purchase the dog food here

Visit platinum.co.uk to learn more about the FSG process or order a trial box.

Real food should never be a luxury; it should be the standard.