KatKin is a new category of cat food – it’s called fresh. Fresh is different from wet, dry and raw food. And it’s here to take them all down. First, fresh means 100% human-quality meat – as good as you’d eat yourself. Wet food is mysterious ‘animal derivatives’, pressed into processed nuggets, and dry is mostly cereal – when cats are carnivores.Second, fresh means the meat is gently cooked and frozen, to stay fresh without preservatives. Meanwhile, wet and dry food are packed with preservatives, then heat-blasted to last for years in the cupboard.In short, if you find it in a cupboard or in a tin, it isn’t fresh. If it isn’t 100% real meat, it isn’t fresh. And if it isn’t KatKin, it isn’t fresh – we’re the UK’s first fresh cat food. 100% fresh meat means no gravies or jelly, either.  The reason wet food has gravy is to make poor-quality ‘meat’ seem more appetising to your cat. It’s full of sugars and additives. It’s why you might see your cat licking the gravy with gusto – not because it’s good, but because it’s addictive.We don’t need artificial gravy to make our fresh food delicious. It’s 100% human-quality meat, cooked in its own juices. And all that juice means each tray contains all the moisture your cat needs.Get the hardcore facts on why fresh here.