A treat for cats

The pet food industry knows how picky cats are - sometimes they eat one food, sometimes they prefer another. Petco, a family-owned company based in Vienna, Austria, launched its Cat’s Love brand in 2017, following the successful launch of its Dog’s Love dog food brand in 2014. At the time, there were no high expectations. “Many Dog’s Love customers came with the desire to also be able to feed their cats with products from our house. So we thought we’d let the Cat’s Love brand run alongside it,” explains company founder Katharina Miklauz. The success that has been achieved with Cat’s Love is thus all the more gratifying, and reason enough for the dynamic family business to expand the range over the years since the brand was founded. In addition to the classic wet food varieties in junior, adult and senior formulations, there is also a wide dry food range.

For the special gourmets among felines, there are Pure Filets, which offer 97 per cent meat content. The whole meat pieces in lots of sauce are produced in Austria with raw materials that are all 100 per cent food-grade. “Many comparable fillet products from other brands come from Asia,” reports Katharina Miklauz. She emphasises: “We consciously refrain from this. Our brand identity is and remains the regional production of our products in Austria or – if not otherwise possible – in Germany.”

A new addition to the Cat’s Love range are the Bio Pouches, organically certified complete food menus with 71 per cent meat content. This is Petco’s response to the growing desire of cat owners to feed their pets organic food.

In addition, the range has been expanded to include freeze-dried snacks: “Especially when developing our cat treats, it was not easy to stay true to our premium idea. Because of course we want very high-quality, natural snacks on the one hand - but the treats must also have a very high acceptance. Nothing is more annoying for our customers than buying products that are then not eaten,” explains Katharina Miklauz, referring to the development of the new Pure Bites. That’s why the company opted for freeze-dried treats that consist of 100 per cent meat or fish.