🐾Treats

Treats are small, enjoyable extras given to reward train, or simply delight your pet. They’re usually quick to eat, highly palatable and designed to add moments of joy or positive reinforcement throughout the day. In a natural‑nutrition context, treats focus on simple, wholesome ingredients that support wellbeing without unnecessary fillers or additives. They’re perfect for training sessions, enrichment games or a gentle “just because” moment.

🐾 Chews

Chews are longer‑lasting items created to satisfy your pet’s natural instinct to gnaw, explore textures and work their jaws. They provide mental stimulation, help support dental health through natural chewing action and keep pets occupied in a calm, enriching way. Natural chews are typically single‑ingredient or minimally processed, offering a more durable, species‑appropriate option that encourages slow, mindful engagement.

🐾Proteins in Natural Treats

Protein is one of the most important nutrients for cats and dogs, it supports muscle repair, healthy skin and coat, immune function and overall energy. Pets rely on animal protein because it provides the essential amino acids their bodies cannot make on their own. High‑quality proteins like chicken, beef, salmon and pork contain a complete amino‑acid profile that pets can use effectively.

In natural treats, the protein source simply means which animal the protein comes from. It’s different from the crude‑protein percentage on the label. The percentage tells you how much protein is present, but not whether it came from breast meat, liver, egg, fish or a mix of several ingredients. Regulations require that animal ingredients are listed clearly and in order of weight, so reading the ingredient list is the best way to understand the true protein source.

Natural treats vary because each animal protein has its own nutrient profile. Some proteins are naturally richer and more nutrient‑dense, while others are naturally leaner and gentler. What matters most is that the protein is digestible, clearly identified and suitable for your pet’s needs. High‑quality protein supports muscle maintenance, recovery and healthy body condition, especially for active pets, while lower‑quality or overly fatty proteins may contribute to digestive upset or unwanted weight gain.

🐾Novel Proteins

A novel protein is simply a protein source your pet has never eaten before. Because the immune system hasn’t been repeatedly exposed to it the protein is far less likely to trigger an allergic reaction. Food allergies in pets develop through repeated exposure to the same proteins which is why common ingredients like chicken and beef are the most frequent triggers. Switching to a protein your pet hasn’t encountered removes that repeated exposure and gives the immune system a “clean slate.”

There is no fixed list of novel proteins, it depends entirely on your pet’s own history. However, some proteins are considered novel for most pets because they rarely appear in mainstream foods. Examples include rabbit, duck, venison, ostrich, kangaroo, quail, bison and certain fish. These proteins are less common in everyday diets so the immune system has had little or no contact with them .

Novel proteins are especially useful in elimination diets, where pets with suspected allergies are fed only one new protein for several weeks. If symptoms improve, it strongly suggests the original protein was causing the reaction. This approach is widely recommended by vets for diagnosing and managing food allergies in both cats and dogs

🐾Why Fat Percentages Change

When natural treats are dried, the numbers on the label can look very different from what pet parents expect. This is because drying removes water, not nutrients. Once the moisture is gone, everything that remains -  protein, fat, fibre and minerals becomes more concentrated. The actual amount of fat in the treat hasn’t increased but it now makes up a larger percentage of the total weight.

For example a naturally lean protein like venison or rabbit may show a surprisingly high crude‑fat percentage once air‑dried. This doesn’t mean the treat is fatty; it simply means the water has been removed so the fat takes up a bigger share of what’s left. Air‑dried treats always show this effect. Freeze‑dried treats can show it too, but usually to a lesser degree because the drying method is gentler.

Understanding this helps pet parents read labels with confidence: the fat percentage reflects the drying process, not added oils or hidden ingredients.

🐾Air‑Dried vs Freeze‑Dried

Natural treats can be dried in different ways and each method changes how the final product looks, feels and reads on the label.

Air‑Dried Treats

Air‑drying uses gentle, warm air to slowly remove moisture from the treat. Because the water evaporates over time the nutrients left behind, protein, fat, fibre and minerals become more concentrated. This is why air‑dried treats often show higher fat or protein percentages on the label even though nothing has been added. The treat becomes firm, chewy and shelf‑stable with a naturally intensified flavour.

Freeze‑Dried Treats

Freeze‑drying removes moisture in a different way: the treat is frozen first and then the ice is turned directly into vapour. This happens at very low temperatures, so the structure of the food stays almost exactly the same. Freeze‑dried treats tend to look lighter and more “puffy,” and the nutrient percentages don’t concentrate as dramatically. Sometimes the protein percentage can appear lower than expected, not because there’s less protein but because the drying method affects how the numbers are calculated.

In Simple Terms

Air‑dried = concentrated nutrients, higher‑looking percentages & firmer texture

Freeze‑dried = gentle preservation, lighter texture & softer‑looking percentages

Both methods create minimally processed, single‑protein treats, the difference is simply how the moisture is removed.

🐾Why Is Taurine Important for Cats?

Taurine is an essential amino acid that cats must obtain from their diet. It plays an important role in supporting normal heart function, vision, digestion and overall wellbeing.

Many natural meat and organ treats contain taurine, making them a great addition to a balanced diet.

Natural Treats That Naturally Contain Taurine

• Chicken Hearts
• Chicken Liver
• Duck Treats
• Turkey Treats
• Rabbit Treats
• Quail Egg Yolks
• Salmon Treats
• Tuna Treats
• King Prawn Treats

Did you know? Chicken hearts are one of the richest natural sources of taurine and are a popular treat choice for cats.

Natural treats should be fed alongside a complete and balanced diet and not used as a replacement for your cat's main food.