July 24, 2013

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San Diego, Calif. (July 23, 2013) – The Honest Kitchen today announced the launch of its first ever treat just for cats, Smittens™. These treats are made from wild Icelandic line-caught haddock and have just 1.1 calorie per treat.

“We had a lot of fun making Smittens™, which are crafted into purrfect heart shapes in a texture cats love. We also turned to our 179,000 Facebook fans to choose the name,” said Lucy Postins, founder and CEO of The Honest Kitchen. “Initially it started as a virtual ‘open mic’ format on Facebook where fans could suggest a name, and then we allowed them to vote among the top suggestions.”

To celebrate the launch of Smittens™, The Honest Kitchen will donate 10 percent of the treat’s profits to two renowned feline rescue organizations, Kitty Bungalow and Alley Cat Allies. A national ‘Pawdown’ will be held between August 1st and October 31st 2013, to determine the split of the donations to each rescue, based on the geographical sales of the new and much-anticipated cat treat. A portion of the profit from West Coast sales will benefit Kitty Bungalow and East Coast sales will benefit Alley Cat Allies.

“We are a 100% street cat rescue providing free spay neuters to the city of LA, and socializing hissy kittens into Ivy League Lap cats, adopting them out as we work towards ending the proliferation of homeless cats being born on the streets. Every penny counts,” exclaimed Shawn Simons, founder of Kitty Bungalow. “We are looking to change the tone of rescue from something sad to something to celebrate as it is a wonderful thing bringing in a new love into your life. This contest is a fun way to raise awareness and raise funds.”

“For nearly a quarter century Alley Cat Allies has been the leader of the movement to save cats’ lives,” said Becky Robinson, president and co-founder of Alley Cat Allies. “Our work has led to Trap-Neuter-Return becoming mainstream and more than 330 cities and counties across the United States adopting or endorsing humane policies, including TNR for feral cats. This has resulted in a paradigm shift for animal sheltering. Thank you The Honest Kitchen for recognizing the importance of our work and for including us in this contest --we look forward to an exciting ‘pawdown!’”

Smittens™ are sold in 3 oz. packaging following the company’s other packaged treats with a stand-up cardboard box styled to fit with the company’s existing line of healthy, dehydrated, fish-based treats.

Smittens™ have an MSRP of $13.99, available in the US and Canada in early September, with an official pre-launch at the SuperZoo industry show in Las Vegas, July 23rd thru 25th 2013.