He's the celebrity chef who promotes a carb-free, grain-free and dairy-free lifestyle.
But now "paleo" Pete Evans has set his sights on the pet industry — by introducing "gourmet" meals for your four-legged friends.
The animal owner and father-of-two says he will be releasing a world first, and decided to turn his attention to making healthier pet food after learning more about the quality of common supermarket brands currently available.
"There's very few products out there on the market that are actually healthy [for pets]," Evans told news.com.au.
"All you need to do is read the label and see how far removed from nature these products are, and see what manufacturers are actually putting into dog and cat food.
"We are witnessing a huge issue at the moment with pet health over the last decade with cats and dogs suffering the same diseases as humans like diabetes, joint issues, skin issues and cancer. I want to create a conversation so that people take notice and really look at what's in their pet food."
Evans is an advocate for the paleo lifestyle which cuts out dairy, grains and legumes, as well as "seed oils" such as canola or sunflower oil. It encourages grass-fed meats, organic vegetables and fruit, nuts and animal fats.
According to the new range, "Healthy Everyday Pets with Pete Evans",the 45-year-old will launch dry food for both dogs and cats, raw meat patties, bite sized treats and even bone broths — a recipe which put the celebrity chef in hot water three years ago.
In March 2015, Evans had the release date of his paleo kids cookbook (Bubba Yum Yum: The paleo way for new mums, babies and toddlers) pushed back after health experts warned of the serious health dangers the book contained.
Pete claimed his book was "a treasure trove of nutritional information and nourishing paleo recipes that are guaranteed to put you and your little one on the path to optimum health". Evans showed parents how to make a DIY bone broth baby formula, which included ingredients like chicken liver, oils and a probiotic supplement.
When it came to pet foods, Evans urged pet owners to read the label and not be swayed by clever marketing and dietary claims.
"If you look at lots of modern day foods, especially dried foods, you'll see that the first ingredient is usually grains or some type of filler," he said.
"We are feeding our dogs and cats a high carbohydrate diet and we know what that does to humans — they can develop insulin resistance which leads to type 2 diabetes and other metabolic issues.
"So the same thing can happen with dogs and cats and even more so, because they are more carnivorous than us so why on earth would you put in fillers such as wheat and soy, grains and legumes. They would never eat this in nature ... but more so these ingredients are highly inflammatory for these animals to be eating."
Many pet owners have already started making the shift from conventional pet food to products more in line with what they would naturally eat.
According to consumer watchdog Choice — who did a review on premium pet food in 2017 — there is not enough definitive information on whether premium foods are any better for your pet than regular food.
When it comes to food, the biggest health problem facing pets today is eating too much of it. Obesity affects about half of Australian pets, with consequences far greater than any arising from too much grain, too little superfood or the use of meat by-products.
"I lot of people feed their dogs dry food, and if you look at the ingredients it's not nutritionally what you'd want to be feeding your dog," Evans said.
"Look at the carbohydrate levels in your pet food and know there is an alternative if you are feeding packaged foods."
According to a global study in to the industry, the pet food market generated revenue of $68,109 million in 2014, and is expected to garner $92,747 million by 2022.
The global pet food market is driven by factors such as rising trend of nuclear families, rapid humanisation of pets, and increased awareness about pet health.
In addition, increase in ownership of pets in developing nations and rise in e-commerce sales offer opportunities for the pet food market players. However, increasing concerns about pet obesity and pet food recalls by companies are thought to hamper the growth of the global pet food market.