Mars Petcare has launched Crave Meaty Rolls, the first product from the manufacturer which will carry a safe texture endorsement from the European Veterinary Dental Society (EVDS).
Made from layers of protein and without grains, artificial colours or flavours, Crave Meaty Rolls are available in two flavours – Chicken and Beef. Packs feature a new ‘tough yet safe texture’ tagline alongside the EVDS endorsement, designed to educate pet owners on the suitability and safety of treats and chews.
Research commissioned by Mars Petcare and carried out by the University of Pennsylvania School of Veterinary Medicine confirmed that a dog’s jaws are easily powerful enough to break their teeth if they are allowed to chew on products that are too hard for them. This led Mars Petcare to create its own new standard for dog chew safety. The EVDS endorsement will also be rolled out across further Mars Petcare dental chews in 2023.
Dr Marie-Louise Bennett, scientific communication manager at Mars Petcare, said: “The launch of Crave Meaty Rolls continues to drive momentum and strengthen our popular range. It’s important we continue to innovate to bring new and safe treats to all shoppers looking for a variety of quality ingredients.
“These have been designed to provide pets with the ultimate distraction, a tough yet safe outer roll, filled with a delicious meaty reward at the core. We’re incredibly proud that Crave Meaty Rolls will be the first to carry the EVDS endorsement demonstrating the safe texture of the product.”