Pure Cravings, a pet food brand focused on reducing mercury exposure in cats, is now available in 64 Mud Bay stores across the Pacific Northwest. The partnership aims to offer cat owners healthier, mercury-tested food options for their pets’ long-term wellbeing.
Research shows cats eating fish-based diets can have mercury levels up to five times higher than humans. This can cause serious health issues such as hyperthyroidism and kidney failure, especially in older cats. To address this, Pure Cravings tests every fish used in its products to keep mercury levels below 0.07 parts per million (ppm), a safe limit for cats.
Sean Wittenberg, cofounder of Pure Cravings, said, “We are thrilled to partner with Mud Bay to raise awareness of this critical issue. Our mission is to give pet parents a safer option that removes the worry of mercury exposure. Mud Bay shares our commitment to pet health and sustainability, making them an ideal partner.”
Mercury levels vary even among fish of the same species. Pure Cravings uses proprietary testing to screen every fish and ensure it meets strict safety standards. The brand has tested over 6 million fish, more than the total ever tested by the FDA.
“No other brand goes this far to protect pets,” Wittenberg added. “By testing every fish, we offer unmatched safety and quality, raising the bar for what pet parents expect from cat food.”
Pure Cravings also prioritizes sustainability and quality. Its products are human-grade, non-GMO, 100% wild-caught, and sustainably sourced. Mud Bay stores will carry various Pure Cravings recipes, including:
- Pâté flavors like Tuna & Salmon and Salmon & Sardine
- Flakes in Consommé with Tuna, Salmon, and Sardine
- Minced Tuna blends such as Tuna & Chicken and Tuna & Salmon
- Cutlets in Gravy, featuring fish cutlets in hydrating gravy
These recipes provide different textures and flavors to satisfy even picky cats, while maintaining high safety and nutrition standards.
Pure Cravings’ launch comes as studies increasingly link mercury exposure in fish-based diets to health risks for cats. By offering mercury-tested food, the brand is setting a new safety standard and encouraging important conversations about pet food quality.
With this expansion, Pure Cravings is making it easier for cat owners to find safer, healthier choices for their pets.
