Mars Petcare UK has launched CRAVE, a new “super premium” ancestral pet food brand which is inspired by the food wildcats and wolves would naturally eat in the wild.
CRAVE recipes are high in protein with high animal content (60 percent animal content in dry and 65 percent in wet), and are made without grains.
Charlotte Pask, senior brand manager for CRAVE said the range was developed in response to growing consumer demand for more natural products and to reflect human eating trends.
Pask said: “Eating a natural diet is a growing human food trend, and one that translates to pet food as owners demand the same quality for their pets as they would choose for themselves. Within this, a paleo diet that is high in protein and meat is particularly popular. The equivalent in pet food is an ‘ancestral’ diet – meaning food that is inspired by what wildcats and wolves would naturally eat in the wild.
“We know how much dogs and cats love meat, which is why we’ve created CRAVE. CRAVE combines high quality ingredients and high animal content to offer pets a diet that’s truest to their ancestral roots.”
She added: “Ancestral diets are projected to drive a third of the growth of the natural pet food market in the next three years. The ancestral concept is new to the grocery channel so we’re excited to be able to offer a proposition to tap into this white space. Not only is CRAVE great for pets but it will drive growth in the category through premiumisation.”
CRAVE will be supported by a 360 degree activation including targeted online videos, nationwide sampling and in store POS. The brand will also be offering consumers the opportunity to purchase their ‘first bag free’ by claiming back the price of their first bag by uploading their receipt to the brand’s website for a full refund.
The CRAVE range, which includes nine SKUs across cat dry and wet, dog dry and wet, cat treats and dog treats, is available now.