Mars Petcare is launching a new dog food that the company describes as “plant first.”
The brand aims to offer ingredients that “play a role in creating a more sustainable world,” according to the company.
The dog food, called Karma, is made with 60%-plus plants plus chicken and whitefish. Its manufacturing facility is committed to zero landfill waste. The company is partnering with TerraCycle to ensure empty bags are recyclable in the United States.
The brand tapped actress and dog mom Lucy Hale and her dogs Elvis and Ethel to announce the new product and the Karma Kollective, a digital community for pets and their owners committed to helping the environment through good deeds.
In addition to the Karma Kollective site and brand social channels, the new product will launch with digital display, OLV and paid social, alongside a team of influencers and their dogs.
The first 1000 members to join the Karma Kollective will receive a Karma Kit to help them and their dog get started on their journey. Members are asked to share their own inspiration on social media with the hashtag #TheKarmaKollective.
The new offering aims to support the “passions and concerns” of pet parents, says Ikdeep Singh, president of Mars Petcare North America.
“Pets can be an important part of a more sustainable world,” Singh says in a release.
According to a recent study by The Hartman Group, nearly half (48%) of consumers look for products labeled as “plant-based.”
The food is available in-store and online at Petco and online at Chewy and Amazon.