We say dog’s are man’s best friend, so surely our furry companions should be treated with the love and compassion that comes with best friend status. Swedish company Wonderboo, created by Magnus Rosengren, takes this ideology one step further, and offers health conscious dog lovers and their pampered pets’ premium quality canine cuisine from the convenience of the side of a van. The truck sells two varieties of high-end dog food made from Swedish beef with added vitamins and calcium, at an asking price of $4-5.

The luxury pet market is thriving, and this idea meshes Britain’s love of dogs with a novelty consumer experience – a winning combination.  It would be particular successful in affluent areas, with an estimated one in  twenty concerned dog owners spending an eye-watering  £10k a year on pampering their pooches.