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This image features a small black and white cat sitting on a wooden kitchen counter next to a large cardboard box. The box has the word "SMALLS" printed in large black letters, with a playful yellow cat graphic integrated into the letters. In front of the cat, there is an empty tan-colored bowl. Behind the cat, there are two wooden cutting boards, one standing upright, leaning against a white brick wall. On the right side of the image, a bowl of oranges and a microwave are partially visible, adding a homey feel to the scene. The lighting is warm, giving the image a cozy, natural atmosphere.This image features a small black and white cat sitting on a wooden kitchen counter next to a large cardboard box. The box has the word "SMALLS" printed in large black letters, with a playful yellow cat graphic integrated into the letters. In front of the cat, there is an empty tan-colored bowl. Behind the cat, there are two wooden cutting boards, one standing upright, leaning against a white brick wall. On the right side of the image, a bowl of oranges and a microwave are partially visible, adding a homey feel to the scene. The lighting is warm, giving the image a cozy, natural atmosphere.
by: J. Song

A Brief History of Cat Food

essentials, culture

It might seem like fresh food was always an option for our cats, but that wasn't the case before Smalls. From their origins as wild hunters to their roles as our household companions, cats' diets have come a long way. Here's a brief look at the journey from their natural diets to the options available today.

The early days

Believe it or not, cats weren’t always ruling over our homes. They used to actually work for a living—stalking around ancient societies and providing a valuable service: pest control. From the grain stores of ancient Egypt to the homes of early farmers in the Fertile Crescent, cats had one job: chasing off anything that moved, whether it slithered, scampered, or squawked. And their reward? An all-you-can-eat, high-protein buffet of mice and bugs.

But, of course, being the clever creatures they are, cats soon realized that humans are soft. People started to find them not only useful but also, you know, adorable. Next thing you know, cats went from prowling fields to lounging in living rooms, popping up in ancient Egyptian art with fancy collars, and being served under the table like the true royalty they always knew they were.

The birth of commercial pet food

Fast forward to the mid-1800s, when city life was booming, and more people started keeping pets around. Enter James Spratt, who noticed English sailors feeding hardtack (a type of dense biscuit or cracker made from flour, water, and sometimes salt) to dogs on the docks. He saw an opportunity here, so he whipped up a mix of grains, beetroot, veggies, and some dried beef and called it dog cakes. Spratt launched the first mass-produced dog biscuits with his buddy Stephen Wingrove under Spratt’s Meat Fibrine Dog Cakes.

But Spratt didn’t stop at dogs. He realized there was a whole other untapped market: cats. Not because he cared about feline nutrition but because more pets meant more money. So, what did he do? He repackaged those dog cakes into a “digestible and healthy” option for cats.  Yep, that’s right—the first commercial cat food wasn’t even made with cats in mind. Classic.

Kibble for dogs… not cats

After Spratt’s, we entered the age of kibble thanks to Ralston Purina, a company that took its Chex cereal machines and thought, “Why not use these to churn out cheap dog food?” But why stop at dogs? Seeing dollar signs, Purina repackaged the same stuff for cats, rolling out ad campaigns that convinced well-meaning cat parents their cats would get ‘complete nutrition’ without the hassle. It was all a lie.

As manufacturers got craftier, they started playing around with flavors, shapes, and gimmicks to make kibble more appealing. But driven by their desire to make a quick buck and give cat parents the illusion of choice, the actual nutrients cats needed were conveniently forgotten in their recipes.

The image is a three-part graphic showing the history of cat food marketing, with each part illustrating a different era. The design is stylized in sepia tones and vintage imagery. Left panel (titled "Starting off on the wrong paw"): Image: An old advertisement for Spratt’s Cat Food, showing a white cat eating from a food bowl. The text reads, "Your cat deserves her wise daily SPRATT'S feeding." Description: Spratt's, originally a dog biscuit company, repackaged their dog food recipe to sell as a digestible and healthy option for cats, aiming for profitability. Center panel (titled "Kibble is king"): Image: A black-and-white illustration of a kitten holding a fork, with kibble spilling from a box onto a plate. Description: The Ralston Purina Company adapted cereal machines to make a cheap dog food, kibble, and marketed it for cats. Misleading ad campaigns convinced cat owners that this food was suitable for their pets. Right panel (titled "Forever second-class citizens"): Image: A vintage photograph of a cat surrounded by cans of Friskies cat food, with text on the cans showing different flavors (liver, chicken, turkey). Description: Big Pet Food conglomerates prioritized profits over cat health, leading to widespread issues like obesity, dehydration, and renal failure in cats. Each panel highlights a problematic period in the history of commercial cat food, criticizing the industry's focus on profit over feline health.

Big Pet Food takes over

Businessmen quickly realized that cat parents will do anything for their cats, so they decided to cash in. Brands like Friskies, Meow Mix, and Fancy Feast hit the market, pretending to offer ‘gourmet’ meals that were actually packed with preservatives that did more harm than good—causing everything from inflammation to digestive issues.

Sure, the food lasted forever on the shelves, but our feline friends paid the price, with health problems like obesity and renal failure skyrocketing. All the while, these companies kept raking in profits by manipulating our deep love for our cats. Now, cat food is a multi-billion dollar industry with no shortage of “choices”—most of which still prioritize profits over your pet’s health.

Matt and Veronica come along

One day, Matt and Veronica walk into a pet store and are immediately horrified by what they see. The ingredients in most cat foods? A total disaster—extruded sludge pretending to be nutritious Sure, there were plenty of options, but most of them weren’t any good. Both of them, determined to do better by their feline friends, decide that cats deserve more than this mess.

They dive headfirst into the world of cat biology, learning all the ins and outs, then head to the kitchen to put their knowledge to the test. After whipping up some healthier, more nutritious human-grade meals, they share small batches with their cat-parent friends, who start raving about the incredible health benefits. Seeing the positive changes, Matt and Veronica know they’ve created something special. So, they team up and start Smalls. Finally, cats everywhere get the food they deserve.

A Smalls future brings big possibilities

While Big Pet Food kept feeding cat parents a steady diet of lies, something better started showing up on doorsteps across America: the iconic yellow and brown Smalls box. What started with a few deliveries quickly grew, and now, with over 25 million meals served, Smalls continues to dish out delicious, protein-packed fresh food that puts our feline friends first. And we’re just getting started. We’re committed to innovating and improving our food with one goal in mind: to make nine lives ten for cats everywhere.

This is a three-part graphic in a sepia-toned style that tells the story of Smalls, a healthy cat food brand. Each panel describes a different stage in the company’s creation and growth: Left panel (titled "Something needs to be done"): Image: A black-and-white photograph of cat food shelves in a typical pet store, with various brands and bags of dry cat food on display. Description: The text below explains that a man named Matt visited a pet store and was shocked by the poor quality and ingredients in most cat food products. Believing cats deserve better, he decided to create a healthier and more nutritious alternative. Center panel (titled "Smalls opens up for business"): Image: A yellow square with the brand name "SMALLS" in bold, black font, on a simple background. Description: The text describes how Matt, after learning about cat biology, developed his own recipes and began sharing small batches with cat owners. These early customers reported significant health benefits for their cats, encouraging Matt to officially launch Smalls as a brand. Right panel (titled "Over 25 million meals served"): Image: A brown Smalls-branded cardboard box with the letters "SMALLS" visible, styled to look like an iconic product package. Description: This panel highlights Smalls’ success, with over 25 million meals served. The company continues to grow as more cat owners realize they've been misled by Big Pet Food. Smalls' mission remains focused on prioritizing cat health over profit, as it becomes a leading brand in this space.
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