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    Mars Petcare launches first dry catfood made from insects

    mmBy Simon KingApril 5, 2021No Comments1 Min Read
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    Mars Petcare’s new catfood brand, Lovebug, is made exclusively from black soldier fly larvae insect meal, as well as essential nutrients, such as amino acids, and a vegan coating.

    The company said Lovebug 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 Petcare joined forces with sustainability entrepreneurs Futerra to develop Lovebug at the Waltham Petcare Science Institute.

    The insects 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.”

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    Simon King

    Editor - Over The Counter. Simon has more than 20 years’ experience in B2B publishing. When not slumped over his PC, Simon is a keen follower of sport, supporting Manchester United, and is at his absolute happiest watching most sport in glorious UHD, with something cold to drink by his side.

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