The company’s entire Edibites line is now available in soft chew formats.

Consumers are driving diversification and new technologies in the lucrative but competitive US pet treat market.

The new product line is designed specifically to support growth and development of young cats.

Brands and manufacturers are searching for the “why” behind today’s pet food trends.

The ingredient, SophorOx™, is designed to inhibit oxidative stress and support healthy inflammatory responses.

The formulas target weight maintenance, skin and coat health and more active felines.

These allergen-reducing cat foods are now available in weight management, indoor cat, sensitive skin and stomach, and age-specific options.

According to Mars Petcare’s WALTHAM Center for Pet Nutrition, chronic kidney disease is the leading cause of death in cats ages 5 and up.

The company designed its Raw Longevity line to address heart, immune system, gut, and skin and coat health for all ages.

They are also more likely to associate personalization with higher quality, and to purchase pet food online.