FRANKLIN, TENN. — Mars Petcare on June 29 introduced the latest additions to its dog food portfolio: KARMA™ plant-first formulas. While both formulas include traditional pet food proteins, including white fish and chicken, both whole-grain sorghum and brewers rice appear before the animal-based proteins on the product labels.

KARMA recipes are formulated with “plant-based superfoods” including flaxseed, chickpeas, dried coconut, chia seed, dried pumpkin, kale, blueberry, spinach, apple and carrot. All ingredients are GMO-free. Both diets boast at least 60% of the ingredients come from plants and are supplemented with real chicken or white fish.

The formulas are designed to primarily incorporate whole grains and plant-based ingredients, combined with lean animal proteins and healthy fats, to create a nutritionally balanced and environmentally conscious diet for dogs.

Mars Petcare partnered with TerraCycle® to create a bag recycling program for used KARMA packages. The recycling program will be available to pet owners across the United States.

“Through partnerships with brands like KARMA, we’ve been able to divert millions of pounds of materials from landfills and communities all over the world,” said Tom Szaky, founder and chief executive officer of TerraCycle.  “Together with KARMA, we’re bringing a simple solution to pet food packaging waste that will help keep our planet cleaner for us and our pets.”

Additionally, the dog food itself is manufactured at a Mars Petcare facility that has committed to achieving zero waste-to-landfill.

“When you put pet parents at the center, you commit to supporting their passions and concerns,” said Ikdeep Singh, president of Mars Petcare North America. “Pets can be an important part of a more sustainable world. We’re proud to launch the KARMA brand, innovative, plant-first food for dogs created with pets and the planet in mind.”

KARMA is currently available in two formulas: one with white fish proteins and the other with chicken. They are both available in 4-lb, 12-lb and 24-lb bags.

As part of its new dog food launch, Mars Petcare has partnered with Lucy Hale, an actress and dog owner, to promote a new coalition of pet owners committed to preserving the environment: the Karma Kollective. Pet owners can join the Kollective to share their impacts and learn sustainable lifestyle tips.

Read more about new pet food and treat products.