Mars Petcare continues its mission to create a better world for pets with the launch of the new Crave Meaty Rolls, the manufacturer’s first product to receive safe texture approval from the European Society of Veterinary Dentistry (EVDS) I am working on it.
Mars Petcare is expanding its Crave care and treat range with the launch of the Meaty Roll, available in two premium flavors, chicken and beef. The pack not only calls out the product’s natural credentials, but also features category approval from the European Society of Veterinary Dentistry (EVDS).
Made with layers of protein and without grains, artificial colors or flavors, Crave Meaty Rolls are a great way for retailers to cater to consumers looking to provide an appealing high-protein treat for their dogs. The high-quality ingredients that Crave is famous for across the brand are the main reason consumers continue to buy from their portfolio[1], the latest addition set to give you even more choices. A new “tough yet safe texture” tagline appears throughout Crave Meaty Rolls, along with EVDS approval, to help educate pet owners about the suitability and safety of treats and chews.
pioneering research[2]A research team led by the University of Pennsylvania School of Veterinary Medicine and commissioned by Mars Petcare confirmed that dogs’ jaws are strong enough to easily break teeth if allowed to chew on products that are too hard. . This groundbreaking study gave Mars Petcare the opportunity to create a unique new standard for dog chew safety. All Mars Petcare care and treat products comply with this standard, and the EVDS Safe Texture guarantee will be evident in further packs across the portfolio next year. The desire for change is further supported by the FEDIAF (European Pet Food Industry Federation), which advises owners to always avoid excessively hard chews and treats and to choose chews of appropriate size and shape for their dogs. They also recommend making sure your dog is supervised at all times while using the chew.[3].
Dr. Marie-Louise Bennett, Scientific Communications Manager, Mars Petcare, commented: It is important that we continue to innovate to provide new and safer treats for all shoppers looking for a variety of high quality ingredients. Designed to serve rolls, packed with delicious meaty rewards at its core, we are very proud that Crave Meaty Rolls was the first to receive EVDS approval demonstrating the product’s safe texture. increase. ”
As the UK’s fastest growing dog care and treats brand[4], Crave is perfectly positioned to support Mars Petcare’s mission to encourage shoppers to “choose wisely.” Pet owners use chews and treats in a variety of ways, including training, rewarding good behavior, and mental stimulation, but it’s important to understand the impact that some chews have on a dog’s health. am.Dog tooth enamel is up to 1/6 thinner than human teeth[5] It’s estimated that 1 in 4 dogs has a broken tooth, many of which are the result of chewing on too hard objects.[6]Therefore, raising awareness of proper chews is essential.
Dr Marie-Louise Bennett continues: Choosing toys and chews that care for your dog’s teeth is not always easy. As such, our aim is to help pet owners and retailers better understand how to select and stock chews that are safe and suitable for dog teeth. This minimizes the risk of painful fractures of the tooth. “
EVDS approval will roll out to other Mars Petcare dental chews in 2023.
[1] Mars Petcare Vision 3.0, Source: Streetbees Project Pet Care Growth Engine, March 2020
[2] Soltero-Rivera M, Elliott MI, Hast MW, Shetye SS, Castejon-Gonzalez AC, Villamizar-Martinez LA, Stefanovski D and Reiter AM (2019) Crush limit of the maxillary fourth premolar in domestic dogs under applied force. . front. veterinarian. Science. 5:339.
[3] https://europeanpetfood.org/pet-food-facts/fact-sheets/quality-and-safety/chews-and-treats-for-dogs/
[4] Nielsen RMS, Nielsen Total Coverage by 4 BP (UK, Germany, France) Markets, MAT P10 2021, %Value Sales growth
[5] Crossley, DA. Tooth enamel thickness in mature dentition of domestic dogs and cats – a preliminary study. Veterinary Dentistry Journal. 1995 Sep;12(3):111-3.
[6] Soltero-Rivera et al.Fracture limits of force applied maxillary 4th premolars in domestic dogs, 2019