Temptations (stylized as TEMPTATIONS™) is a global pet food brand best known for its cat treats. The brand is owned by Mars, Incorporated through its pet care division, Mars Petcare. Temptations has become one of the world’s most recognizable cat treat brands, offering crunchy treats with soft centers, as well as lickable treats, dry cat food, and other feline snacks. The brand is marketed with the slogan “Cats Can’t Resist™” (formerly “All it takes is a shake”). [1]

• Type: Pet food brand

• Industry: Pet food and pet treats

• Owner: Mars, Incorporated

• Parent Division: Mars Petcare

• Products: Cat treats, lickable treats, dry cat food, kitten treats

• Markets: Available in North America, Europe, Asia-Pacific, and many other international markets

• Target Animals: Primarily domestic cats [1]

Temptations was introduced in the late 1990s as a premium cat treat designed to appeal to cats through a distinctive texture: a crunchy outer shell with a soft, flavorful center. The brand quickly gained popularity and expanded internationally.

Over time, Temptations broadened its lineup beyond traditional treats. New products included creamy lickable treats, kitten-specific treats, and larger snack varieties. In 2023, the brand entered the complete cat food market by launching its first nutritionally complete dry cat food, expanding from treats into everyday feeding. [2]

Temptations offers several product categories, including:

• Classic Crunchy Treats – Crunchy outside with a soft center.

• Creamy/Lickable Treats – Smooth treats served from squeeze tubes or spoons.

• Tender Fills – Crunchy treats with extra creamy filling.

• Kitten Treats – Formulated for growing kittens.

• Dry Cat Food – Complete and balanced nutrition for adult cats.

• Special Flavor Collections – Limited-edition or seasonal varieties in some markets. [1]

Popular Flavors

Common flavors include:

• Chicken

• Tuna

• Salmon

• Seafood Medley

• Beef

• Catnip

• Dairy

• Mix-ups (multiple flavors in one treat)

Flavor availability varies by country. [1]

Product Features

Temptations products are widely recognized for:

• Crunchy exterior with a soft center

• Less than two calories per classic treat (for many varieties)

• Added vitamins and minerals

• High palatability designed to encourage cats to eat treats enthusiastically

• Wide variety of textures and flavors [3]

Temptations is known for humorous advertising featuring cats behaving dramatically or obsessively when they hear a bag of treats being shaken. This concept led to the long-running slogan “All it takes is a shake”, emphasizing how quickly cats recognize the product.

More recent campaigns have adopted the global tagline “Cats Can’t Resist™” while continuing to emphasize the treats’ appeal to cats. The brand also collaborates with influencers and celebrities in promotional campaigns. [3]

Temptations products are sold in many countries across:

• United States

• Canada

• United Kingdom

• Australia

• Philippines

• Japan

• Singapore

• Malaysia

• Other international markets

In some regions, similar products are marketed under different brand names (for example, Dreamies in parts of Europe and the UK). [3]

Temptations belongs to Mars Petcare, one of the world’s largest pet care businesses. Mars also owns several well-known pet brands, including:

• Whiskas

• Royal Canin

• Pedigree

• Sheba

• IAMS

• Eukanuba

[1]

Temptations is among the best-known cat treat brands globally and is widely recommended for occasional rewarding, training, and enrichment. Like most commercial treats, the company advises feeding them as part of a balanced diet and following the feeding guidelines appropriate for a cat’s size and activity level. [1]

1. Why TEMPTATIONS™ Cat Food and Treats? | TEMPTATIONS™

2. TEMPTATIONS introduces its first cat food formula | Pet Food Processing

3. TEMPTATIONS™ Tasty Cat Treats | TEMPTATIONS™ Philippines