When it comes to the care of cats, we must take into account changes in growth and behavior experienced at each of the six life stages: kitten, junior, prime, mature, senior and geriatric. For instance, kittens develop faster than human babies, so they need products that quickly address their internal and external development. However, older cats in the senior and geriatric phase are already developed and instead require products that address their aging minds and bodies.
One key aspect that spans across all feline life stages is proper nutrition. According to Lorie Hutson, DVM, for PetMD.com, cat obesity, which is one of the most common nutritional diseases seen in cats, is linked to improper life stage feeding. Cats need to have food products that specifically target their dietary needs at each stage for a healthy lifestyle.
“There is an overall focus on simplification and getting back to the ancestral diet of a cat,” said Gina Zaro, marketing director of Dr. Elsey’s. “When cats are fed high-quality ingredients they tend to eat less since they are getting exactly what they need.”
Developed by company founder Dr. Bruce Elsey, who has been a feline-only veterinarian for over 40 years, cleanprotein goes back to cats’ ancestral needs and features a protein-based diet for all life stages.
“Cats are obligate carnivores, [they] metabolize their food differently than their dog friends and human companions,” Zaro explained. “It’s important to have protein levels inspired by natural prey.”
Emulating a cat’s natural carnivorous diet, over 90% of the protein found in cleanprotein is animal-based with high-quality meat or fish as the first ingredient to keep cats feeling fuller longer. Available in a variety of kibble and canned paté formulas, cleanprotein is 100 percent grain-free and gluten-free, with no added fillers or preservatives.
“Our feline friends require over 36% protein to prevent muscle wasting and over 50% protein to promote an ideal body mass,” Zaro emphasized. “Retailers and consumers should be looking for foods that are based on the true needs of a cat with delivering transparency at the shelf.”
More protein means a smaller shopping cart with a 6.6 lb bag of cleanprotein typically lasting between 30–58 days, depending on the size of your cat. A favorite amongst cat owners, Canadian customers can now discover Dr. Elsey’s cleanprotein online and in select PetSmart locations. In addition, three new kibble formulas will be available soon and they will include Turkey, Rabbit and Duck.
With the mission to enhance the lives of pets to the degree in which they enrich ours, Dr. Elsey’s strives to put heart, soul and science into their line of specialty cat products. The company believes retailers should utilize their digital presence to help educate customers on the importance of proper feline care by providing thought-leadership and educational materials. This way, from kitten to geriatric cat, they can help customers address their cat’s developmental changes to provide the best nutrition for them to enjoy their lifespan to the fullest.