Mars Petcare is expanding its pet food range with a new brand, Crave, inspired by the diets of wildcats and wolves.

The new line-up is high in protein with high animal content (60% animal content in dry and 65% in wet), and all products are made without grains.

Charlotte Pask, senior brand manager for Crave at Mars Petcare UK, said: “Crave combines high quality ingredients and high animal content to offer pets a diet that’s truest to their ancestral roots.

“Ancestral diets are projected to drive a third of the growth of the natural pet food market in the next three years [Nielsen 2018]. 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.”

The launch of Crave will be supported by a 360 degree activation including targeted online videos, nationwide sampling and in-store POS. Crave will also be offering consumers the opportunity to purchase their ‘first bag free’ - claiming a full refund for their first bag by uploading their receipt to the Crave website.

Available now, the Crave range is made up of nine skus, including:

  • Crave Dog Dry (rrp £6.50 / 1kg) (rrp £16 / 3.8kg)
  • Crave Dog Wet (rrp £2 / 300g)
  • Crave Cat Dry: (rrp £6.50 / 750g)
  • Crave Cat Wet: (rrp £4.00 / 4 x 85g)