It's reasonably priced, has fair to good reviews on specialized websites in terms of ingredients so I thought I'd give it a try. I did well: my finicky cats love it and they didn't grow tired of it yet although they've been eating this for 5 months now (usually after a few weeks with other brands, the older one would look at me like "this thing again, really?" and he would walk away, decided to revenge later by stealing the food I am trying to eat).