This year’s show floor was filled with an influx of cat nutrition, premium formats geared to help consumers “build” their pets’ bowls, and naturalized, minimally processed formulas. 

The formulas contain strict mercury-tested fish, a cornerstone of the brand’s founding.

The brand has partnered with Choice Pet Products.

Safe Catch, a human seafood brand, has taken its proprietary mercury testing technology and applied it to feline nutrition.

Pure Cravings is using a proprietary method to test every catch against strict mercury limits.