01
Animal-first formulas
Muscle, organs and carefully controlled mineral sources form the base. Nutrient adequacy has to be demonstrated across the whole recipe.
Product
The food arrives with a reason and a next step.
INU LAB is a nutrition subscription built around four connected parts: food, a starting plan, transition support and review.
Inside the subscription
One relationship, not four separate services.
02
A considered start
Life stage, weight, body condition, routine, food history and practical home context inform the first plan.
03
Transition and review
Portion guidance, transition pace and the first review point are set together. They can be revisited when the dog or routine changes.
How it begins
A clear path from profile to bowl.
1 · Tell us
Share the dog's starting context and the practical details of feeding at home.
2 · Review
See the proposed food, portion, transition and reason before deciding.
3 · Start
Receive frozen food with storage, thawing and transition guidance.
4 · Revisit
Review what changed and decide whether the plan still fits.
The member experience
A home for the plan behind the subscription.
INU is designed so the dog's profile, current food, portion, transition and relevant observations do not disappear into separate emails and notes.
Founding members will help shape the first member experience. Until it is ready, onboarding and review will remain human-led.
Members can sign in to see the current plan, manage deliveries and keep useful observations attached to the dog's record.
Apply to Founding 100What we will not blur
Nutrition support is not veterinary diagnosis.
Routine questions about portions, transition, storage and feeding belong within the nutrition relationship.
Persistent symptoms, illness, medication and clinical decisions belong with a veterinarian. The product should make that boundary easier to recognise.
Read our science and claims standard