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Mars Petcare launches new crave meaty rolls

A new ‘tough yet safe texture’ tagline will appear across crave meaty rolls, alongside the EVDS endorsement

Mars Petcare has announced that it is expanding its crave treats range with the launch of
meaty rolls.

The new treats will be available in both chicken and beef flavour and have an endorsement from the European Veterinary Dental Society (EVDS). They are made with layers of protein and without grains, artificial colours or flavours.

A new ‘tough yet safe texture’ tagline will appear across crave meaty rolls, alongside the
EVDS endorsement.

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Research led by the University of Pennsylvania School of Veterinary Medicine and
commissioned by Mars Petcare, confirmed that a dog’s jaws are easily powerful enough to break their teeth if they are allowed to chew on products that are too hard for them.

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Dr Marie-Louise Bennett, scientific communication manager at Mars Petcare, said: “The launch of crave meaty rolls continues to drive momentum and strengthen our popular range. It’s important we continue to innovate to bring new and safe treats to all shoppers looking for a variety of quality ingredients.

“These have been designed to provide pets with the ultimate distraction, a tough yet safe outer roll, filled with a delicious meaty reward at the core. We’re incredibly proud that Crave Meaty Rolls will be the first to carry the EVDS endorsement demonstrating the safe texture of the product.”

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