Meet The New Meat

Why Insect-Based Cat Food?

The clue’s in the name: Lovebug™ really is made from bugs. These insects make it tasty and nutritious for your cat, while being better for the planet. This page gives you more information as to how…

Complete Nutrition

1. Insects Are The Meat Cats Need

Cats are ‘obligate carnivores’ who need to eat meat to survive, so it’s essential that they get the right food. Insects are a type of meat – just a bit smaller than your average cow or sheep! And despite their size, insects are a powerhouse of protein for cats.

Cats aren’t missing out on their biological need for meat by eating insects with Lovebug. Instead they’re getting a complete, nutrient rich food that tastes great, and is good for them and for the planet.

Dr Rory Cowlam

2. Insects Are Full Of Nutrients

Lovebug™ bugs have similar nutritional value as traditional protein sources like chicken, beef and fish. The insects in Lovebug™ cat food are packed full of essential fatty acids, fibre, amino acids and minerals – including iron, calcium, magnesium, sodium and chloride – all of which are important for our cats healthy diet. Expert nutritionists have made sure the kibble is easy to digest while being nutritionally complete and balanced for cats – which is why it also contains added taurine and arachidonic acid that cats need to stay healthy.


1. Our Insects Are Hypoallergenic

The majority of dietary allergies in cats are caused by beef, dairy or fish. Because it’s made from insect protein instead, Lovebug™ is hypoallergenic – which considerably reduces the risk of intolerance being triggered in cats with sensitive stomachs and digestive issues.

Feline Fact

Cats may eat insects naturally in their diet. And the UN state that the nutritional value of insects does not differ from the nutritional value of other meat sources such as chicken, beef, pork and fish. Smart kitties are hunting insects for themselves already!

2. Insects Contain No Nasties

Bugs might not be as cute as their bigger, furrier farm friends – but unlike traditional livestock, Lovebug™ insects are grown without nasties like antibiotics or growth hormones. They come from farms that are 100% livestock free! There are no hidden livestock fats or derivatives to the kibble either.

Tasty & Easy to Digest

There are no surprises when you open a bag of Lovebug™ cat food. It looks like kibble, tastes like kibble – it's regular, delicious kibble! In fact, cat customers so far haven’t been able to keep their paws off it. No wonder, really, seeing as cats gobble up insects as a natural part of their diet.

Sustainable Cat Food

1. Insects Reduce Your Cat’s Environmental Pawprint

Bugs are a rich and efficient protein source. Compared with beef, they take up just 20% of the land per kilo of protein, and they emit zero harmful methane! Plus, Lovebug™ bugs are sourced from a farm powered by 100% renewable electricity.

2. Insects Help Fight Food Waste

Food waste is a huge environmental problem. Bugs to the rescue! The insects that go into Lovebug™ are fed only on surplus fruits and veggies from local sources – which are a superfood for bugs, that would otherwise be thrown away. And any by-products from breeding and processing the insects are all used as raw materials by other industries – meaning Lovebug™ bugs waste even less.

3. Insects Live Comfy, Healthy Lives

The lovely farmers who grow Lovebug™ bugs take their responsibilities for ethical practices and animal welfare seriously. They make sure the larvae are well-cared for, keeping them at the right temperature, in the right conditions and making sure they get exactly what they need. Throughout each stage of the insects’ lives, they make sure every bug can express their natural behaviour and are free from discomfort, hunger, thirst, pain and distress.

Why Lovebug™

1. Nutritionally Complete & Balanced

Lovebug™ cat food is nutritionally complete and balanced, and developed by pet nutritionists. Adult cats can happily live off it.

2. Plastic Free and 100% Recyclable Packaging

Lovebug™ is plastic-free and 100% recyclable packaging. So don’t forget to put your Lovebug™ bag into your paper recycling bin when you’ve finished the bag!

3. Puts Quality First

Lovebug™ kibble is made to the highest possible standard – only the best will do for our cats! In fact, expert pet nutritionists along with The Waltham Petcare Science Institute tried and tested 14 different recipes to make sure that Lovebug™ is as tasty and nutritious as possible. And even now that we’ve found the winning recipe, we still test every single batch of Lovebug™ to over 30 different nutritional standards. Lovebug™ is formulated to meet FEDIAF guidelines, which guarantee that it is nutritionally complete and balanced for cats. And in addition to this, Lovebug™ also use nutritional standards developed from 50 years of nutritional research carried out by scientists at Waltham Petcare Science Institute to ensure the highest levels of quality are met. Because every piece of kibble counts!

Keep The Planet Purring

With complete nutrition and recommended by vets, what is stopping you from making the switch to a sustainable insect-protein cat food? Read the stories below to learn how our pet parents have changed their cat’s diet for the better and helped keep the planet purring! From hypoallergenic cat food for those with sensitive stomachs and digestive issues, to those who simply want to shop plastic free pet food or are looking for a convenient subscription offering - read all about our switch stories below.

Your burning questions answered

How are the insects treated?

Lovebug™ cat food sources its insects from Protix, who take great care and responsibility when it comes to animal welfare. This starts from the breeding stage all the way through to the final stage of processing. Protix is committed to the following principles of animal welfare: freedom from hunger, thirst, discomfort, pain, injury or disease, express normal behaviour, fear and distress.

What type of insects is Lovebug™ cat food made from?

Lovebug™ cat food is made using black soldier fly larvae. These insects can be reared on a wide range of food industry by-products (that would otherwise go to waste), making them a circular and sustainable source of protein. Black soldier fly proteins have just the right proportion of amino acids, fatty acids and minerals, which are essential for pet nutrition.

What are the full ingredients and nutritional values for Lovebug™ cat food?

Ingredients: Dried insect meal (30%), maize, wheat, dried cereal protein, vegetable oil, minerals, soy protein, flavour from vegetable sources, cellulose, rice, dried beet pulp, yeast. Analytical Constituents: Protein: 28.9%, Fat content: 12.1%, Inorganic matter: 8.23%, Crude fibre: 5.6% Additives (per kg): Antioxidants / Nutritional additives: Vitamin A 11453 IU, Vitamin D3 1263.1 IU, Copper (Copper(II) Sulphate Pentahydrate) 4.3 mg, Iodine (Potassium Iodide) 1.1 mg, Iron (Iron(II) Sulphate, Monohydrate) 28.9 mg, Manganese (Manganous Sulphate, Monohydrate) 30.3 mg, Taurine 18.2 mg, Selenium (Sodium Selenite) 0.2 mg, Zinc (Zinc Sulphate, Monohydrate) 36.8 mg.

What is the difference between Lovebug™ cat food and traditional meat cat food?

Lovebug™ cat food contains all of the taste and nutritional goodness of a traditional meat-based cat food, without the traditional meat. Instead, it uses insect protein as its primary source of protein and amino acids.

Lovebug Switch Stories

With complete nutrition and recommended by vets, what is topping you from making the switch to a sustainable insect-protein cat food? Read all about our happy customers Lovebug™ switch stories below.

Memphis is our 6 year old rescue cat. He has a feisty side and isn’t exactly a lap cat but always wants to be close - as long as it’s completely on his terms.

The only time he is particularly affectionate is when he is hungry and being a large, long-haired tabby cat, he’s quite hard to ignore when peckish!

Memphis is happy and healthy and I'm making a much better environmental choice - there's no downside in my opinion.

—Anna, Pet Owner
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