NPEW 2018

BOULDER, Colo., March 5, 2018-- With dog and cat owners expressing a desire to have the option to purchase food appropriate for pets with food sensitivities, "I and love and you" has crafted a line of Limited Ingredient (LID) dry pet food. The new recipe features a short list of only the most wholesome ingredients for dogs and cats with sensitivities to: poultry, beef, grains, white potatoes, soy, corn, rice, dairy and eggs.

The Veterinary Medical Center atTufts Universitylists chicken, beef, dairy and eggs, as the most common sensitivities among pets. "I and love and you" used this as the cornerstone to develop the recipes for Lovingly Simple.

While most LID options on the market dip into the 20 percent range for protein content, "I and love and you" promotes a protein-rich diet, which is why Lovingly Simple contains 30 percent protein for dogs and 36 percent protein for cats.

"The new Lovingly Simple recipes address some of the common food sensitivity issues pet owners see today, without sacrificing protein levels," saidLindsey Rabaut, VP of Marketing and Innovation," "I and love and you." "With everything we do at "I and love and you," we aim to increase the bond between pets and their humans. Finding a holistic, wholesome food with premium ingredients that keeps pets happy is key to that bond. The best food is the best love."

"Food allergies account for around 10-15 percent of all the allergies seen in dogs and about 40 percent of all allergies seen in cats," said Dr.Steve Sanderlin, holistic and conventional D.V.M. "Oftentimes, pet owners feel overwhelmed by the food choices available for their pet. Finding a solution that works for their pet's specific sensitivity can be a challenge."

Knowing the symptoms of food sensitivities is important for all pet owners. According to Sanderlin, the most common food reactions involve redness/itching/dermatitis of the feet, under arms, inner thighs, ears or face and digestive issues such as chronic mal-digestion with diarrhea and gas production. "I encourage pet owners to consult with their vet if they suspect an allergy," said Sanderlin.

Lovingly Simple is available in a Lamb & Sweet Potato or Whitefish & Sweet Potato recipe for dogs and Salmon & Sweet Potato for cats.

Lovingly Simple is available online at Amazon, Chewy, Jet, and Thrive Market and at select national retailers. For a store locator or to purchase directly, please visitiandloveandyou.com. All Lovingly Simple flavors are available in multiple sizes across dog and cat.

For helpful advice on training and nutrition, adorable photos and more, connect with "I and love and you" onFacebookorInstagram.

About "I and love and you"
Based inBoulder, CO, "I and love and you" makes premium pet food and treats that contain everything pets need to be happy and healthy and none of what they don't. All products are made with real meat and contain no grains, fillers, or anything artificial, and are approved by a holistic veterinarian for uncompromising quality. That's why all "I and love and you"Kibbles hold the coveted 5 star rating fromDogFoodAdvisor.comand 'Best in Class' fromClean Label Projectand are among the top rated natural pet food brands in the market. "I and love and you" symbolizes the deep bond of love between a pet and pet parent and everything we do helps nourish that love. "I and love and you" is lovingly made in theUSAwith handpicked ingredients from around the world and can be conveniently found at your local grocery store or online.

Media contact:
Callie Stephens
mmelby@boulderheavyindustries.com
501.730.2002