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Upscale Pet Foods Proliferated in the Pandemic—Now They're Plunging Owners Into Debt

New survey charts the high cost of pampering our furry friends

three dogs sitting at a table with meals — For those who want to indulge Fido and Fifi, a growing number of "human-grade" foods are on the market.Getty Images

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One of the more colorful features of pandemic living is the renewed importance consumers are placing on dogs and cats.

Given the abundance of emotional support that pets provide, it’s no coincidence that Americans have wanted to reward these worthy companions with toys, treats and a growing number of high-end pet foods. As Adweek reported in August, brands of “human grade” dog food continue to multiply, with newcomers like Hungry Bark and Sundays for Dogs joining slightly more established brands including The Farmer’s Dog, Ollie and NomNomNom, Inc.

But