Mars Petcare has expanded its Crave treats line-up with a new Meaty Rolls variant, available in Chicken and Beef.
Boasting a category endorsement from the European Veterinary Dental Society (EVDS), the new rolls are made with layers of protein and made without grains, artificial colours or flavours.
A new ‘tough yet safe texture’ tagline will appear across Crave Meaty Rolls, alongside the EVDS endorsement, helping to educate pet owners on the suitability and safety of treats and chews.
According to a recent research, led by the University of Pennsylvania School of Veterinary Medicine and commissioned by Mars Petcare, found 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 study offered Mars Petcare the opportunity to create its own new standard for dog chew safety, of which all its care and treats products adhere to and which will be evident on packs with the EVDS safe texture endorsement rolling out further next year across its portfolio.
The move is also supported by the FEDIAF (European Pet Food Industry Federation) who advise to always avoid excessively hard chews and treats, and to ensure owners choose a chew that is the appropriate size and shape for their dog.
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.”