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Lovebug – protein from larvae of the Black Soldier Fly |
Mars’ pet food division is launching an insect-based brand for cats in the UK after separately announcing this week that the confectionery major is planning to invest in a US factory to ramp up production on its Royal Canin line.
The introduction of Lovebug “marks an important milestone in the journey for pet parents looking for delicious, nutritious food with a lower environmental footprint,” Mars Petcare said in a statement saying the brand would be the UK’s first insect-based cat food.
Black Soldier Fly larvae are the main ingredient in Lovebug and provide amino acids, fatty acids, and minerals.
Deri Watkins, European President of Mars Pet Nutrition, said: “I’ve heard some people say that eating insects is gross. We think cats disagree. With Lovebug, they don’t have to worry about their environmental footprint . It’s just like that. ” In the beginning we have innovations on the way so that pet parents can make more sustainable choices. ”
Lovebug is dry cat food for adult cats and contains a “mixture of amino acids and good fats and micronutrients”. Lovebug comes in a one-kilogram recyclable, plastic-free bag and sells online for £ 12.99 ($ 17.89).
Earlier this week, Mars announced it would invest $ 390 million in a new facility in Ohio for the Royal Canin pet food brand, which builds on an expansion project in Tennessee.
