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He has previously been Managing Director of Mars Petcare UK which makes some of the best loved pet food brands including Pedigree, Whiskas and Dreamies. We’ve seen human diets explore the benefits of insect-based protein and when it comes to our pets we’re mirroring this trend, looking at how we can use insects most effectively in their diets.”ĭeri Watkins has been with Mars for over 20 years and during his time he gained extensive business experience working across multiple product categories including – Chocolate, Food, Ice Cream and more recently Petcare. They added that it’s also important for the pet food manufacturer to have good quality control processes in place during the manufacturing to ensure animal and owner safety.Ĭoncluding, Lovebug stated: “Humanisation is one of the key trends driving changes in the pet food sector, and this includes an increased focus on our pet’s health, as well as an awareness of the sustainable impact pet food can have on the environment. Secondly, the duo noted the importance of making sure the recipe was “developed by an experienced pet food formulator that has expert knowledge on the nutritional value of the raw materials and design of nutritionally complete and balanced foods”. In terms of the brand itself, you should always check whether they employ a nutritionist who has appropriate qualifications”. In a survey made up of cat owners, Lovebug found that sustainability is important to the vast majority (86 percent), while two-fifths of pet owners said they have already made changes to their purchasing behaviours to be more sustainable (eg choosing sustainable products or avoiding excess plastic).Īs well as environmental credentials, Watkins and Townsend told New Food that “there are lots of things to consider when choosing food for your pet.
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It’s taken years of research, development, and a huge amount of passion to create Lovebug to make sure it’s healthy for cats as well as the planet.” What consumers want “With insect-based pet foods, the risk of intolerances being triggered is considerably reduced, meaning stomach and digestive issues are less of a concern.
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Insects have been proven to have the same nutritional value as traditional protein sources like chicken, beef and fish, are protein packed and a source of amino acids and macronutrients.įurthermore, “unlike beef, dairy or fish, insects are hypoallergenic, meaning that they’re great to animals with sensitivities,” Watkins and Townsend claimed. “The black soldier fly larvae used in Lovebug is a great option for a number of reasons… they can be reared on a wide range of food industry by-products that would otherwise go to waste.” It also contains maize and wheat, which the company states says offers carbohydrates and fibre. The main ingredient in Lovebug is black soldier fly larvae, and this provides the product’s main source of protein. “Cats are obligate carnivores, so they are unable to live off the plant-based diets,” Lovebug told New Food. It’s fair to say that the plant-based sector is probably a more popular choice when it comes to sustainable-driven food choices, but the pet sector could be a good way for the bug trend to gain further momentum. The idea of insects as a food source is gaining more traction and although it may be some time until humans in Western societies accept them, we are seeing movement. Insects are known to be a source of protein, and now, a food source. In addition, Lovebug products carry sustainable packaging credentials – being fully recyclable and plastic-free. Moreover, the bugs are fed on 100 percent surplus veggies and plants – thereby reducing food waste – and are also sourced from a farm powered completely by renewable electricity. According to Lovebug, insects use up 80 percent less land than beef per kilo of protein.
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The duo believe that along with making sustainably choices for themselves, pet owners are also looking to make sustainable choices for their pets – and this is one of the main drivers for Lovebug. Lovebug was launched by the pet care company Mars Petcare, in collaboration with sustainability entrepreneurs, Futerra, and has been developed and endorsed by the Waltham Petcare Science Institute.Ĭommenting on the launch of Lovebug, Deri Watkins of Mars Petcare and Solitaire Townsend of Futerra said it “marked an important milestone in the journey for pet parents looking for delicious and nutritional food with a smaller environmental pawprint”.