Mars Petcare is introducing the first 100% insect-based cat food available in the UK.
Called Lovebug, the food contains no traditional meat sources but instead uses protein-rich insects. It is aimed at environmentally conscious consumers who are concerned about their pets’ environmental pawprints, and also comes in fully recyclable and plastic-free packaging.
Mars joined forces with sustainability entrepreneurs Futerra to develop Lovebug at the Waltham Petcare Science Institute.
The ‘bugs’ used take up 80% less land than beef, per kilo of protein, meaning that land use is reduced, plus they are fed on 100% surplus vegetable and food waste, and sourced from a farm powered by 100% renewable energy.
Deri Watkins, European president of Mars Pet Nutrition, said: “I’ve heard some people suggest that eating insects is gross. We think cats will disagree.
“While we’re making cats happy, we want to keep cat lovers happy too. “With Lovebug, they won’t have to worry about their environmental footprint. That’s just the start, we have innovations on the way so pet parents will have more sustainable choices.”
Solitaire Townsend, co-founder of Futerra, said: “I love my cat and I love the planet, but I couldn’t find an environmentally conscious, super healthy and plastic-free cat food in the UK. There are so many sustainable and healthy choices for people, why not cats?”
Lovebug is a dry cat food for adult cats, good for feline teeth, easily digestible, and a balanced mix of amino acids and good fats and micronutrients.
It will be available online this spring, visit www.LovebugPetFood.com for details.
