SAUSALITO, CALIF. — Pure Cravings launched a new wet cat food line: Minced Tuna. The new line includes five varieties, all of which are formulated with human-grade fish that undergo strict mercury testing.

Founded by Sean Wittenberg and Bryan Boches, founders of international seafood brand Safe Catch, Pure Cravings applies mercury-testing technology to cat food. According to the company, mercury levels in cats that are fed fish-based diets are five-times higher than those of humans. Such elevated mercury levels can lead to hyperthyroidism and kidney failure, according to Pure Cravings.

To address this “mercury problem,” the company rapidly tests all its fish to ensure strict limits. The company tests every salmon and tuna, as well as every catch of smaller fish like sardines and mackerel, to a limit of 0.07 ppm, a level far lower than average mercury levels found in standard fish-based cat foods currently on the market, according to Pure Cravings.

“Mercury levels in fish can vary widely,” Wittenberg said. “Two identical tuna of the same species and size can vary in mercury up to 10 times. The only way to protect cats from mercury variance is to test every single tuna and salmon, and every catch of sardines and mackerel. Pure Cravings’ mercury-testing technology sets a new, unmatched standard for the pet food industry. Pure Cravings is the only brand to test each and every can of cat food to a strict mercury limit.”

Pure Cravings’ products are human-grade and made with completely wild-caught, sustainably sourced fish.

The company’s new Minced Tuna line offers five recipes: Tuna Loin, Salmon, Mackerel, Sardine and Chicken. Each canned formula contains a tuna base paired with an additional protein. The new line is formulated with 100% mercury-tested fish and is free from grains, GMOs and gum additives.

The new canned cat food is available via Pure Cravings’ e-commerce platform.

Read more about new pet food and treat products.