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Crave vs Hill's Natural

Crave is made by Mars Petcare (owned by Mars, Incorporated), and Hill's Natural by Hill's Pet Nutrition (owned by Colgate-Palmolive Company). On KibbleLab, Crave averages 8.0 out of 10 across its scored foods, compared with 7.4 for Hill's Natural. Hill's Natural meets WSAVA's published criteria for evaluating a manufacturer, while Crave does not.

Crave and Hill's Natural compared

Crave Hill's Natural
Manufacturer Mars Petcare Hill's Pet Nutrition
Parent company Mars, Incorporated Colgate-Palmolive Company
Founded 1935 1907
Headquarters Brussels, Belgium (global Petcare division); McLean, Virginia, USA (Mars, Incorporated global HQ) Topeka, Kansas, USA
Products listed 8 15
Serves Cats & dogs 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 Yes
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 Yes
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) 7.4 (avg of 15)
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 Hill's Natural: how they compare

Scores

Crave scores higher on KibbleLab, averaging 8.0 out of 10 across 8 scored foods, compared with 7.4 across 15 for Hill's Natural. 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. Hill's Natural is made by Hill's Pet Nutrition, owned by Colgate-Palmolive Company, based in Topeka, Kansas, USA, founded in 1907.

Standards and range

Hill's Natural meets WSAVA's published manufacturer criteria, while Crave does not. Hill's Natural is accredited by the Pet Sustainability Coalition; Crave is not. KibbleLab lists 8 Crave foods and 15 Hill's Natural foods.

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Common Questions

Which scores higher on KibbleLab, Crave or Hill's Natural?

Crave scores higher: it averages 8.0 out of 10 across 8 scored foods, compared with 7.4 for Hill's Natural. Scores reflect published veterinary science, and no one can pay for a higher score.

Who makes Crave and Hill's Natural?

Crave is made by Mars Petcare, which is owned by Mars, Incorporated. Hill's Natural is made by Hill's Pet Nutrition, which is owned by Colgate-Palmolive Company.

Which brand has more products on KibbleLab?

Hill's Natural has 15 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). Hill's Natural is based in Topeka, Kansas, USA.

Do Crave and Hill's Natural meet WSAVA criteria?

Hill's Natural meets WSAVA's published criteria for evaluating a manufacturer; Crave does not, based on public information. WSAVA publishes criteria; it does not certify or endorse brands.

Are Crave or Hill's Natural PSC Accredited?

Hill's Natural is a PSC Accredited business. The Pet Sustainability Coalition is a nonprofit that Accredits pet companies on their environmental and social impact, through third-party verification.

Have Crave or Hill's Natural been recalled?

Neither Crave nor Hill's Natural 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 Hill's Natural .

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.