For years, kibble was the go-to for feeding cats. Easy, shelf-stable, and cheap. But lately, more cat parents are reading labels and asking serious questions about what’s really in those pellets.

And what they’re finding is turning them away from the bag.

What’s the problem with kibble?

Kibble is made through a process called extrusion, where ingredients are ground down, cooked at high heat, and shaped into dry pellets. Sounds simple, but it comes at a cost.

High heat can destroy vital nutrients like taurine, B-vitamins, and fatty acids. To make up for this, manufacturers add synthetic versions back in.

On top of that, many kibbles are packed with fillers like corn, wheat, soy, and artificial additives. These ingredients aren't part of a cat’s natural diet and can contribute to inflammation, poor digestion, and long-term health issues.

What’s replacing it?

Cat parents are switching to diets that look a lot more like what their feline ancestors ate in the wild:

• Fresh raw or lightly cooked food

• Freeze-dried meat treats and toppers

• Single-ingredient, low-temperature processed snacks

These options are less processed, higher in natural nutrients, and more digestible. They also tend to have better moisture retention (in fresh and raw form), which is critical for a species that doesn’t drink much water naturally.

The benefits are hard to ignore

People making the switch are noticing some big changes in their cats:

• Softer, shinier coats

• Fewer upset tummies and firmer stools

• Reduced itching and allergy symptoms

• Better weight control

• And yes... less stinky litter boxes

Cats are obligate carnivores. They thrive on meat, not grains or starches. The closer you get to that biologically appropriate model, the better the results.

What if you’re not ready to go fully raw?

Switching to raw or fresh can feel overwhelming, especially at first. But even small changes make a big difference.

That’s why many cat parents are starting with easy upgrades like adding freeze-dried toppers or switching to single-ingredient treats that deliver pure protein without the junk.

Our Freeze-Dried Chicken Breast Treats and Meal Toppers are made from 100% Aussie chicken breast. Nothing else. They’re gently freeze-dried to preserve nutrients and flavour, and they’re a great way to add lean, natural protein to your cat’s daily routine.

No fillers. No additives. Just clean, carnivore-friendly nutrition your cat will love.