Our lad has Thrive too. I buy it in bulk from Zooplus. He only has one tin a day alongside Thrive dry which is a reasonable price. If he only ate the wet it could be pricey! To be honest it isn't the cheapest but it's a complete wet food, is grain free nor is it in crappy jelly or gravy so I'm hoping long term we save on the vet bills. I have looked at others but they just don't seem to tick all the boxes Thrive does.