YouTube creator Petra Luna has launched CatCrazy, a freeze-dried raw cat food brand developed from her five years of content creation focused on feline nutrition. The direct-to-consumer product originated from Luna’s YouTube channel, which has garnered more than 226,000 subscribers through product reviews, expert interviews, and educational content.

According to PetfoodIndustry, CatCrazy’s debut product, “Puckin’ Crazy Chicken Feast,” features humanely raised whole chicken from United States Department of Agriculture-approved facilities as its primary ingredient. The formula includes organ meat, contains no corn, wheat, soy, or artificial preservatives, and positions itself as a ‘complete and balanced’ meal for cats.

“For years I reviewed and researched countless cat foods after my cats passed away from tainted cat treats, and the same questions kept coming up from my viewers: ‘What’s a food with no compromises?'” Luna said in a statement. “I realized that to meet the high standards of our community, I had to create it myself.”

Market Favors Creator-Led Products

The pet industry reached $147 billion in sales in 2023, according to the American Pet Products Association, creating favorable conditions for creator-led products. Pet brands are increasingly experimenting with influencer partnerships – including collaborations with animal creators – as a way to connect with niche audiences and build stronger consumer trust.

Luna’s product development was driven by personal experience. After losing her cats Chopin and Wazoo to what she identified as tainted treats containing preservatives harmful to felines, Luna began creating homemade cat food. Working with a food scientist, she developed a formula that preserves nutrients by freeze-drying chicken.

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