Fully insect-based cat food announced by Mars Petcare
The petcare giant announced plans to launch their new brand, Lovebug, a fully insect-based dry cat food.
Lovebug will be the first 100% insect-based cat food to be launched by a major supplier in the UK.
Instead of the typical meat or fish elements, one of the key ingredients in Lovebug is the ‘Black Soldier Fly Larvae’. According to the company, farming insects takes around 80% less land space per kilogram of protein produced. Making insect protein a much more sustainable option.
To take the sustainability one step further, mars sources bugs that are fed using 100% surplus and wasted food and they’re farmed at a facility that’s powered by 100% renewable electricity. To top it off, the packaging is also completely plastic-free and recyclable.
This new packaging is in line with their commitment to reach 100% reusable, recyclable or compostable packaging by 2025. other products have also undergone packaging changes (Pedigree Schmackos, Dreamies and Royal Canin dry dog food bags).
The new insect-based cat food has been co-developed by Mars and Futerra. They worked with the Waltham Petcare Science Institue to guarantee the nutritional value of the cat food.
Source: Edie