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Crave vs Diamond Naturals

Crave is made by Mars Petcare (owned by Mars, Incorporated), and Diamond Naturals by Diamond Pet Foods (owned by Schell & Kampeter, Inc.), and both make food for cats and dogs. On KibbleLab, Diamond Naturals averages 8.2 out of 10 across its scored foods, compared with 8.0 for Crave. Crave's maker dates to 1935, while Diamond Naturals's launched in 1970.

Crave and Diamond Naturals compared

Crave Diamond Naturals
Manufacturer Mars Petcare Diamond Pet Foods
Parent company Mars, Incorporated Schell & Kampeter, Inc.
Founded 1935 1970
Headquarters Brussels, Belgium (global Petcare division); McLean, Virginia, USA (Mars, Incorporated global HQ) Meta, Missouri, USA
Products listed 8 25
Serves Cats & dogs Cats & dogs
Price tier A relative price guide, from $ (most affordable) to $$$$$ (most premium), based on the brand's typical retail cost.
$$$ $$$
WSAVA guidelines The World Small Animal Veterinary Association (WSAVA) publishes criteria for evaluating a manufacturer: qualified nutritionists on staff, feeding trials, and published research. It does not certify or endorse brands.
No No
PSC accredited The Pet Sustainability Coalition is a nonprofit that accredits pet companies on their environmental and social impact, through third-party verification. It reflects sustainability practices, not food quality.
No No
Score The average KibbleLab score across this brand's scored foods, on a 0 to 10 scale. Foods are scored on published veterinary science, and no one can pay for a higher score. How scoring works .
8.0 (avg of 8) 8.2 (avg of 25)
Recalls on record KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.
None None
Where to buy Amazon Amazon

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Crave vs Diamond Naturals: how they compare

Scores

Diamond Naturals scores higher on KibbleLab, averaging 8.2 out of 10 across 25 scored foods, compared with 8.0 across 8 for Crave. Scores apply the same criteria-based rubric to every food, drawn from published veterinary science, and no one can pay for a higher score.

Who makes them

Crave is made by Mars Petcare, owned by Mars, Incorporated, based in Brussels, Belgium (global Petcare division); McLean, Virginia, USA (Mars, Incorporated global HQ), founded in 1935. Diamond Naturals is made by Diamond Pet Foods, owned by Schell & Kampeter, Inc., based in Meta, Missouri, USA, founded in 1970.

Standards and range

Neither meets WSAVA's published manufacturer criteria. KibbleLab lists 8 Crave foods and 25 Diamond Naturals foods.

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Common Questions

Which scores higher on KibbleLab, Crave or Diamond Naturals?

Diamond Naturals scores higher: it averages 8.2 out of 10 across 25 scored foods, compared with 8.0 for Crave. Scores reflect published veterinary science, and no one can pay for a higher score.

Who makes Crave and Diamond Naturals?

Crave is made by Mars Petcare, which is owned by Mars, Incorporated. Diamond Naturals is made by Diamond Pet Foods, which is owned by Schell & Kampeter, Inc.

Which brand has more products on KibbleLab?

Diamond Naturals has 25 products in the KibbleLab database, compared with 8 for Crave.

Where is each brand based?

Crave is based in Brussels, Belgium (global Petcare division); McLean, Virginia, USA (Mars, Incorporated global HQ). Diamond Naturals is based in Meta, Missouri, USA.

Have Crave or Diamond Naturals been recalled?

Neither Crave nor Diamond Naturals has a recall on record in the KibbleLab database. KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.

See the full profiles: Crave and Diamond Naturals .

More comparisons

KibbleLab provides informational content only. This is not veterinary advice. Always consult a qualified veterinarian before changing your pet's diet.

This is a neutral, factual comparison, not a ranking or an endorsement of either brand. KibbleLab may earn affiliate commissions through links. No one can pay for placement or a higher score.

Brand and manufacturer details are compiled from public sources and not independently verified; they may not reflect contract manufacturing or co-packing. Recall data is compiled from public FDA and manufacturer notices, and a notice may name the parent company rather than the brand. KibbleLab began logging recalls in July 2026, so earlier recalls may not appear.

KibbleLab scores and commentary are editorial opinions based on published data. Represent one of these brands? Request a correction. Anyone else can email us. See our Terms.