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Crave vs Kent

Crave is made by Mars Petcare (owned by Mars, Incorporated), and Kent by Kent Nutrition Group (owned by Kent Corporation). On KibbleLab, Crave and Kent both average 8.0 out of 10. Crave makes food for cats and dogs, while Kent covers dogs.

Crave and Kent compared

Crave Kent
Manufacturer Mars Petcare Kent Nutrition Group
Parent company Mars, Incorporated Kent Corporation
Founded 1935 2010
Headquarters Brussels, Belgium (global Petcare division); McLean, Virginia, USA (Mars, Incorporated global HQ) Muscatine, Iowa, 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 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) 8.0 (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 Kent: how they compare

Scores

Crave and Kent average the same KibbleLab score, 8.0 out of 10, across 8 and 15 scored foods. 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. Kent is made by Kent Nutrition Group, owned by Kent Corporation, based in Muscatine, Iowa, USA, founded in 2010.

Standards and range

Neither meets WSAVA's published manufacturer criteria. KibbleLab lists 8 Crave foods and 15 Kent foods.

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Common Questions

Which scores higher on KibbleLab, Crave or Kent?

Crave and Kent average the same KibbleLab score, 8.0 out of 10.

Who makes Crave and Kent?

Crave is made by Mars Petcare, which is owned by Mars, Incorporated. Kent is made by Kent Nutrition Group, which is owned by Kent Corporation.

Which brand has more products on KibbleLab?

Kent 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). Kent is based in Muscatine, Iowa, USA.

Have Crave or Kent been recalled?

Neither Crave nor Kent 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 Kent .

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.