It’s not a cheap process, freeze-drying. That’s true. But the bottom line is that you’re not buying water when you buy freeze-dried food. And given that food is mainly water (95% if you look at fruit & veg) you’re taking out a lot of the bulk and weight of the produce by simply extracting it. So, whilst Frontier Pet food may seem expensive when you look at it as a dried, raw product, when you reconstitute it, you’re getting four times more than you pay for. So a $49.95 per kilo price is actually just over $12 per kilo, which is actually similar to most brand name dry dog foods. You’re getting a much better product and you’re not paying any more for it.