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Iron Oxide is an additive used as a colourant. Its what makes the food a meaty brown colour.

Iron Oxide offers the cat nothing in terms of nutrition; it is added to make the food aesthetically pleasing to human owners. Humans are sensitive to colour, so naturally pick a food that looks fresh and colourful. However, cats see in limited colour and are more sensitive to the smell, taste and texture of the food.

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Q: What is the point of iron oxide in canned whiskas cat food?
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