Food at a glance

“Applaws” wet food offers completely natural, complementary cat and dog food. The company states that making pet food matters and so it only uses the ingredients listed – nothing more is added. “We are so confident in the quality of the ingredients we use we want our customers to see them,” says company spokeswoman Helene Ball in relation to the idea of so-called see-through pouches. “The launch of the new pouch demonstrates a real commitment to providing our customers with the highest quality cat and dog food.” The company stresses that the see-through pouch is protected by patent. The new cat (70 grams) and dog (150 grams) pouches will be shown together for the first time at Interzoo and will be available from wholesalers across Europe from spring 2010. Selection for dogs and cats The unique see-through pouches contain a range of new deli flavours. “They offer the highest levels of palatability for both cats and dogs,” says Helene Ball. The company only sources its ingredients from natural and sustainable resources – and when the quality is this good, why hide it? The “Applaws” wet cat food pouches are available in seven flavours: “Bonito Tuna Fillet and whole Anchovy”, “Bonito Tuna Fillet and Sea Bream”, “Bonito Tuna Fillet and Black Tiger Prawns”, “Chicken Breast and Pumpkin”, “Chicken Breast and Asparagus”, “Chicken Breast and Ostrich”, and “Chicken Breast and Wild Rice”. They are available in a single pouch or a six pouch multipack. The “Applaws” wet dog food pouches are available in three flavours: “Chicken and mixed Vegetables in a Ginseng Broth”, “Chicken and Beef with Baby Corn and Broccoli”, and “Chicken and Salmon with Kelp”. They are available in a single pouch or a five pouch multipack. Healthy way to feed “We offer the highest levels of meat protein in a complete dry food,” Helene Ball states. “A diet high in meat protein is the natural and healthy way to feed your cats and dogs.” A cat’s or dog’s digestive system is little different to that of a lion or wolf. This means that they have evolved to gain their protein from meat and not from grains or cereals. Diets that use high levels of cereal as their source of protein can be hard for cats and dogs to digest and metabolise. “This may cause stress to the liver and kidneys and may be a factor in the development of sensitivities and allergies,” says Helene Ball. Cereals are also a major source of carbohydrate. The higher the cereal content, the higher the level of carbohydrate. This…