Hi J! Woooohooooo! Thank you so much for the fantastic five-star rating and that perfect CRONCH title that made us smile! We're absolutely thrilled to hear that our new Beef Chips have been such a hit with your cats and that you're loving having more single-ingredient, non-poultry options in your treat arsenal! There's something so wonderful about expanding our protein variety to give pet parents like you more flexibility when it comes to finding those perfect clean treats, and hearing that our beef chips are delivering that satisfying crunch while being easy to break apart without any mess really makes our day! It's amazing how important texture can be for both pets and their humans - nobody wants flaky, greasy treats that leave residue everywhere - and we're so happy that our simple approach of using pure beef has created chips that are not only delicious but also practical and mess-free for everyday use! The fact that your cats are genuinely enjoying these beef chips shows exactly what we hoped to achieve in creating treats that work across different pets and preferences while maintaining that clean, single-ingredient integrity that gives you confidence in what you're feeding! We love that you recognized the value of having more non-poultry protein options available, and we're thrilled that our Beef Chips are filling that gap perfectly while delivering the quality and convenience you need for happy treat time! Our main aim is to create diverse protein options that give pet parents the variety and peace of mind they deserve while bringing pure joy to every satisfying crunch, and we feel honored to be a part of your cats' treat routine and their path to health and happiness!