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Crave vs Tender & True

Crave is made by Mars Petcare (owned by Mars, Incorporated), and Tender & True by Tender & True Pet Nutrition, Inc., and both make food for cats and dogs. On KibbleLab, Tender & True averages 8.4 out of 10 across its scored foods, compared with 8.0 for Crave. Crave's maker dates to 1935, while Tender & True's launched in 2014.

Crave and Tender & True compared

Crave Tender & True
Manufacturer Mars Petcare Tender & True Pet Nutrition, Inc.
Parent company Mars, Incorporated Independent
Founded 1935 2014
Headquarters Brussels, Belgium (global Petcare division); McLean, Virginia, USA (Mars, Incorporated global HQ) Omaha, Nebraska, United States
Products listed 8 7
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) 8.4 (avg of 7)
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 Tender & True: how they compare

Scores

Tender & True scores higher on KibbleLab, averaging 8.4 out of 10 across 7 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. Tender & True is made by Tender & True Pet Nutrition, Inc., an independent maker, based in Omaha, Nebraska, United States, founded in 2014.

Standards and range

Neither meets WSAVA's published manufacturer criteria. KibbleLab lists 8 Crave foods and 7 Tender & True foods.

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Common Questions

Which scores higher on KibbleLab, Crave or Tender & True?

Tender & True scores higher: it averages 8.4 out of 10 across 7 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 Tender & True?

Crave is made by Mars Petcare, which is owned by Mars, Incorporated. Tender & True is made by Tender & True Pet Nutrition, Inc.

Which brand has more products on KibbleLab?

Crave has 8 products in the KibbleLab database, compared with 7 for Tender & True.

Where is each brand based?

Crave is based in Brussels, Belgium (global Petcare division); McLean, Virginia, USA (Mars, Incorporated global HQ). Tender & True is based in Omaha, Nebraska, United States.

Have Crave or Tender & True been recalled?

Neither Crave nor Tender & True 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 Tender & True .

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.