Catit – the brand known for its range of cat toys and accessories – is launching a range of insect-based cat food.
Nuna will be available to buy online and from selected pet stores with RRPs from £26.99 for a 2.27kg bag.
Catit says the new range is a result of its efforts to help tackle the environmental impact of cat food in the pet food industry and to reduce the carbon ‘pawprint’ of the UK’s cat food market.
Catit Nuna’s protein content consists of up to 92% sustainable protein and is combined with a small amount of either meat or fish to create a nutritious and more environmentally sustainable pet food. By buying one 5kg bag of Catit Nuna instead of a traditional meat protein food, cat owners can help save up to 35 bathtubs of water and reduce their CO2 emissions by 100kg – the equivalent of driving from London to Dundee, the company says.
The new dry kibble range comes in two flavours – Real Chicken and Atlantic Herring – as well as a range of insect protein cat treats in a variety of flavours. Both are rich in protein and include sustainably-farmed insect larvae called hermetia illucens (black soldier fly larvae).
The grubs are sustainably farmed before being dried and ground into a fine flour that forms the basis of the Nuna recipe.
Catit Nuna bags are made using low density polyethylene and can be easily recycled.
Catit will be supporting the launch with an extensive consumer focused PR programme, along with full in-store retail support.
Paul Trott, marketing manager for Catit, said: “As carnivores, cats can’t survive solely on a meatless diet, but traditional meat production generates more carbon emissions than all cars combined. With almost 500 million cats roaming the earth, not to mention cat purchases increasing 20% since lockdown, brands and consumers can help make a real difference by substituting traditional meat protein in cat food with insect meat protein.
“Our aim is to set a new standard in the premium cat food category.”