Is Crave brand being discontinued? Crave Cat Food is one of the top-selling foods. A PR Newswire mentioned in its releases that Mars Petcare marketing director Eric Huston described Crave as “specialty-quality food at a price designed for the masses, making it affordable and convenient for all pet owners to implement a protein-rich diet that satisfies their dog or cat’s inner animal.
Crave’s parent company has been in the pet food industry since 1939. Over time, the company brought many modifications and flavors. After launching the Crave in 2017, sales touched the sky during that particular year. The company’s revenue was at a hike that no one had imagined.
In April 2021, Crave announced sad and shocking news. Crave stated in one of its Facebook posts, “Attention feline consumers, we have some “mews.” We have decided to discontinue our CRAVE Wet Cat Perfect Portions line. We consider many things before making these decisions, and it is never a decision made lightly. Many of our sister brands offer high-quality, irresistible wet cat recipes that might be a good fit for our consumers who currently enjoy CRAVE. Our Pet Parent Partner team is here to help however we can, and we are happy to help you find something your cat will love! Please send us a private message so we can assist you in exploring our other offerings. Thank you!” It is confirmed that people will not have ‘Crave’ now for their pets.
Was crave cat food good enough?
Crave pet food changed the history of the company. It made the company the highest-earning pet food company in the world in 2017. It was not just luck. It was the quality and the product that the company delivered to its customers. Crave introduced so many flavors and categories that it was hard for people to choose.
The ingredients were of the best quality and completely healthy for cats. People’s reviews and feedback justify the standard quality of crave cat food. There is no doubt that the crave was good enough. After all, that success and love, crave still decided to discontinue the crave cat food in early 2021. The news was confirmed through a Facebook post by Crave itself.
Reasons for Crave Cat Food Discontinued
Crave did not discontinue the cat food anywhere. Many specific reasons lead to this huge decision. The problem started in 2020 itself, along with the pandemic. The pandemic period was painful for everyone in some way. During the pandemic, supply chain management and transportation got disturbed. Since then, the company has not been able to stabilize that.
Another reason is the shortage of ingredients. The company used to put a lot of healthy and essential ingredients in the cat food for a healthy diet. The company was unable to get enough ingredients for production. This was one of the leading causes of shortage and then discontinuation.
This was not it. Even the issues with containers started to come up. Aluminum was not delivered to the company because there was a shortage of it. Even if the company managed the ingredients somehow, there weren’t suitable containers to pack in. Due to this issue, the brands like Stella and Chewy have already shifted to pouches to store their pet food. The metals mostly used to make containers are very hard to source now.
What do Experts have to say about the Cat Food Shortage?
Everyone is aware of the shortage of cat food; even crave has already discontinued its cat food production. Experts have their own opinions on the same. According to experts, one of the main reasons is the increasing number of pets. They are not only considering domestic pets, but the animals recovered during the pandemic are also counted here. The demand raised way too much in comparison to the supply. The company was already facing shortage issues; on the other hand, demand was rising consistently.
Production of renewable resources has also affected pet food production. As development is increasing, the world is more focused and dependent on renewable resources. The fats and oils necessary for cat food production were transported to the renewable energy production units. One can not fight this reason, of course.
There was not only a single reason for the cat food shortage. Many reasons affected the cat food industry simultaneously. People are very concerned that one of the best cat food companies, ‘Crave,’ has already discontinued its production. Other cat food industries are unable to meet the demand at the time. But as per reports, companies plan to cover up and come in sync in the next 6-8 months. Till then, people have to deal with the issue.