At Thrive we believe that you and your pet are what you eat. So we’ve used our 30+ years of experience of making premium quality food for humans to create a revolutionary ‘real’ pet food with simple, easily recognisable ingredients. We insist on using human-grade cuts of meat or fish, no substitutes and absolutely no ‘animal derivatives’. Our food is completely pure and free from artificial colours, flavours and preservatives, added sugars, wheat, gluten, dairy, soya and GM ingredients (you could say it’s what we leave out that makes us different).
We also use innovative manufacturing processes from the human food industry to create ground breaking products, like our new PremiumPlus Chicken dry food, which contains 90% meat - the highest in the world - or our freeze-dried treats which are natural, healthy and bursting with flavour. Open a tin or tube of Thrive and you’ll see exactly what you are feeding your pet: pure goodness, no nonsense.
We formulate our recipes with ‘free liquid’ water. Unlike a lot of other ‘wet’ foods we don’t use added fillers or artificial gelling agents which ‘bind’ water and make the products appear to be less wet. This often leads to renal failure in cats as they are not being sufficiently hydrated from their food. When it comes to wet food, our philosophy at Thrive is: “wetter is better!”
‘Complete’ is a phrase that guarantees our pet food has all the vitamins, minerals and nutrients required for a balanced diet, as per the European Pet Food Industry Federation (FEDIAF) recommended guidelines. While most dry pet food is complete, the vast majority of wet foods are not, so will instead be labelled as ‘complementary’. All Thrive dry and wet foods are complete, so whether you feed them together or on their own, you can be sure that you are giving your pet a nutritionally balanced diet.
Thrive products have been recommended and sold by more than 1,000 vets since 2003. We develop every recipe with our panel of specialist nutritional experts.
We use human-quality ingredients – not the dodgy bits! For example, our Chicken and Shrimp treats are just that: whole peeled shrimp and chicken breast. These are the same ingredients that go into salads, soups and sandwiches that you’ve probably eaten yourself. The tuna in our Tuna treats is caught by pole and line, and only responsibly fished tuna is used in our Thrive Complete wet food.
Poor ingredients in some pet foods have caused many cats to develop allergies to cereals and gluten. For these reasons, all Thrive cat food – including our dry food – is free from cereals and grains. Where necessary, we’ll use small quantities of simple carbohydrates like potato and sweet potato that are a bit easier to digest and hypoallergenic too.
We don’t add salt or sugars to any of our complete foods. Some of our treats have some salt in them, Shrimps are naturally high in salt and sea fish will have more salt naturally present than in meats, but that’s about it.
Taurine is an essential amino acid and a key dietary requirement for feline health – a lack of it can lead to blindness, tooth decay and heart conditions. Since cats cannot produce taurine, it has to be present in the foods they eat.
Although most meat, shellfish and coldwater fish contains significant amounts of taurine, we top it up after processing to ensure your cat has the correct daily intake.
If you've ever tasted freeze-dried strawberries in breakfast cereals, you'll know how appetising they look and how impressive they taste. We’ve used this same technology to create a range of healthy freeze-dried treats for your pet.
Combining low temperature and low pressure for up to 24 hours, this extremely gentle drying method means the finished product changes very little in size or colour, although it will weigh considerably less.
Natural flavours are enhanced and the nutritional content, including vitamins, is undamaged. As cats have taste buds that are much more sensitive than ours, you can understand why the flavour of Thrive treats really gets their attention!
We care about every single ingredient that goes into Thrive products, that’s why we have such short ingredient lists! As such, we insist on the highest welfare standards in respect of the care of all livestock.
Our products are either manufactured in compliance with current UK and EU animal welfare legislation, or where appropriate within the parameters of internationally recognised animal welfare organisations such as Red Tractor and Friend of the Sea. Our fish products are derived from sustainable sources. We have also been awarded ethical accreditation by the ‘Ethical Company Organization’.
We do not believe in testing our products on caged animals and do not carry out invasive testing as our pet foods contain only pure ingredients.
All new Thrive foods are tasted by the human owners of Thrive first, and only then do we offer them to our pets and our friends’ pets to see if they like them. We can see no value to testing pet food products on animals that are not kept in a loving environment purely and simply as pets.
For your peace of mind, our pet foods are also tested by a number of independent outside labs and authorities to ensure they meet recommended nutritional guidelines.
Unlike dogs, most cats are about the same size and with a normal activity level (sleeping all day and who knows what at night!) they need between 2-3 cans of our wet food or about 50 grams of our dry food or a mix of both.
It’s up to you and your cat, but most cat owners feed a mix of wet and dry food each day. Cats need lots of hydration and our new Thrive Complete wet foods have ‘free liquid’ which is fantastic for them, while our dry foods have the crunch to help keep teeth and jaws healthy.
There’s no real need add water to our products as the high amount of free liquid that cats get from our Thrive wet foods is perfect for their needs.
For the dry foods, you can add water or feed as it is. Whatever you decide, always ensure your pet has access to a supply of fresh water.
Allergic reactions are mainly in response to allergens like gluten, and specific proteins. Thrive food does not contain any wheat, dairy, soya or GM ingredients. Most of our food contains a single type of protein, but occasionally will contain protein from a similar species like salmon and tuna, or chicken and turkey. This way you can clearly see if our foods contain something that your pet is allergic to; we don’t hide our ingredients under terms like ‘meat or animal derivatives’. For this reason, Thrive foods are a popular choice for vets to use as exclusion diets when they are trying to determine what protein a pet is allergic to.
Recommended by many vets, the Comfy Collar is a pet-friendly way to prevent your cat from biting, scratching and licking wounds, incisions or other injured areas.
Unlike traditional lampshade collars, the Comfy Collar allows your pet to sleep and eat in a normal position, and enables them to see normally, making them feel more comfortable. It is fully washable and folds flat for storage when not in use.
We will be launching our Kitten foods very shortly but you can already use our new PremiumPlus Chicken and Salmon & Herring for your kittens. Feeding our other cat foods occasionally to ‘youngsters’ is absolutely fine because of the high quality of our ingredients.
It depends on your cat, but we think anytime from 9 to 12 months of age.
As the pioneers of pet treats packed in tubes, we focus on the components of our packaging being as close to 100% recyclable as is currently practicable, and where possible they are derived from recycled raw materials.
You’ll find us at leading supermarkets, vets, pet shops, internet retailers and our website www.thrivepetfoods.com
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