You tear open a tiny tube. Somewhere in the house, a cat who has been sleeping since 9 AM teleports to your feet, screaming like a fire alarm with whiskers. Welcome to the Churu craze, where otherwise dignified felines lose all self-control for a squeeze of creamy goo.
Cats love lickable treats because they combine a strong smell, a rich, savory flavor, and a smooth texture that’s easy and satisfying to lick. It’s a perfect storm for a species that adores strong aromas, loves moisture-rich food, and finds licking comforting. Here’s why the craze happened, how to use these treats wisely, and the best alternatives if your cat is a fan.
What Are Lickable Treats?
Lickable treats are soft, creamy purées that come in squeeze tubes, pouches, or little spoons. Instead of crunching a dry biscuit, your cat licks the treat straight from the package (or from your finger, or from a spoon). Churu, made by the Japanese brand Inaba, is the best-known example, and it helped turn this style of treat into a pet-store phenomenon.
They’re usually made mostly from meat or fish, plus water and other ingredients. They’re designed as treats or toppers, not complete meals.
Why Do Cats Go So Crazy for Them?
There’s no single answer, but several reasons stack up:
1. The Smell
Cats have an excellent sense of smell, and a strong meaty or fishy aroma is hard for them to ignore. A freshly opened tube sends out a scent signal that cats pick up from across the house.
2. The Savory Flavor
Cats are obligate carnivores, which means they’re built to eat meat. Purées made from fish or poultry hit the flavors they’re naturally drawn to.
3. The Texture
Smooth, creamy, and easy to lick. Many cats prefer soft textures, especially older cats or those with sensitive teeth.
4. The Licking Itself
Licking is comforting for cats. It’s tied to nursing as kittens and to grooming as adults. A treat you lick can feel soothing, not just delicious.
5. The Moisture
These treats contain a lot of water, which is a bonus. Cats often don’t drink enough, so moisture-rich treats can be a tasty way to sneak in a little extra.
6. The Bonding
Many cats associate the tube with you. Hand-feeding creates a little ritual that feels like a shared moment, and cats quickly learn who controls the tube.
7. The Sheer Fun of Begging
Let’s be honest, cats learn fast. If crinkling the package gets a response, they’ll shout for it at 4 AM. You’ve trained them without realizing it.
Are Lickable Treats Healthy?
They can be a handy, useful tool, but they’re still treats. A few things to keep in mind:
- They aren’t a complete diet. They don’t replace balanced cat food.
- Calories add up. A general guideline many vets use is to keep treats to about 10 percent of daily calories. A tube here and there is fine, but several a day can add up fast.
- Check the label. Compare ingredients and look for treats made with real meat or fish as the first ingredient.
- Special diets matter. If your cat has kidney disease, diabetes, food allergies, or a weight problem, ask your vet before adding treats.
- They don’t clean teeth. Unlike a few dental treats, a soft purée won’t do anything for plaque.
- Watch the fish factor. If your cat eats lots of fish-based treats, mention it to your vet, who can advise on balance.
Clever Ways to Use Lickable Treats
These treats are more than just snacks. Many owners use them as a handy tool:
- Giving medicine. Some cats will lick a bit of purée that has a pill or liquid medicine mixed in. Ask your vet first, since not every medication can be mixed with food.
- Vet visits and carriers. A lick or two can calm a nervous cat and make the carrier a happier place.
- Nail trims and grooming. Let your cat lick while you work. It’s a classic distraction technique.
- Encouraging hydration. Add a little water to a purée to make a tasty, drinkable treat. Be sure it’s still safe for your cat.
- Helping picky eaters. A spoonful over dry food can tempt a cat who’s off her meal. (If your cat stops eating, call your vet.)
- Bonding with shy cats. Hand-feeding builds trust with new or timid cats.
- Training. Use a lick as a reward for coming when called, going into the carrier, or using the scratching post.
The Best Alternatives to Churu
Churu is great, but it isn’t the only game in town. If your cat needs variety, you want a different flavor, or you’re hunting for a better price, these are worth a look.
1. Hartz Delectables Squeeze Up
A squeezable tube-style purée in flavors like tuna and salmon, comparable in format to Churu. It comes in multi-packs, which can be a good value for a treat-obsessed household.
Best for: Owners who want the tube format in bigger packs.
- SENIOR CAT NUTRITION: Our Senior 10+ recipe supports healthy aging and vitality with essential Vitamins E & B.
- BOOST HYDRATION & SUPPORT FELINE HEALTH: Unlike dry treats (often only 10% moisture), Squeeze Up delivers up to 90% mois…
- MADE WITH PREMIUM INGREDIENTS YOU CAN TRUST: All Delectables treats are crafted with high-quality ingredients and protei…
2. Temptations Creamy Purrrr-ée
A creamy purée treat that comes in pouches. The pouch format makes it easy to squeeze, and the flavor range suits many cats.
Best for: Cats who like a soft, creamy texture and owners who want a well-known brand.
- Cats Can’t Resist: Temptations Creamy Puree Wet Cat Treats for indoor cats deliver irresistible flavor in a squeezable, …
- Versatile Feeding Experience: Feed these Temptations Puree Cat Treats by hand for an interactive bonding experience, tre…
- Fewer Than 15 Calories Per Pouch: Feel good treating your cat because each pouch of these cat snacks contain fewer than …
3. Friskies Lil’ Soups
A soupy topper in small cups, made to be poured over your cat’s food or served on its own. It works well as a flavor boost and gets extra moisture into mealtime.
Best for: Cats who love a liquid, gravy-like treat, and for dressing up dry food.
4. LickiMat
Not a treat, but a tool. LickiMat is a textured mat you spread with a purée, wet food, or other soft treat. Your cat has to lick it slowly, which turns treat time into a calm, long-lasting activity.
Best for: Making treats last longer, soothing anxious cats, and slowing down fast eaters.
- MAKE CAT NAIL TRIMMING EASIER: Turn stressful nail trimming into a more manageable grooming routine. The product is prot…
- HANDS-FREE GROOMING WHILE YOUR CAT LICKS: this wearable design moves naturally with your hand. Simply spread your cat’s …
- TEXTURED SLOW LICKING SURFACE FOR LONGER ENGAGEMENT: lick pad for cats, cat treat mat, and slow feeder helps treats last…
How to Make Treat Time Healthier
- Use part of a tube. You don’t have to give the whole thing in one go.
- Offer it on a spoon or mat to make it last.
- Count it as part of the daily calorie budget. Adjust meals a bit if treats are frequent.
- Rotate flavors to prevent boredom.
- Keep it special. Use it for training, bonding, or vet visits instead of every time your cat yells.
- Store properly. Close opened packages and follow the label’s storage directions.
- Don’t give treats instead of meals if your cat is refusing food. See your vet.
The Bottom Line
Cats are obsessed with lickable treats because they check every box: smell, flavor, texture, and the comforting act of licking. Used in moderation, they’re a handy tool for bonding, training, and medicine time. Just keep an eye on the calories, mix up the brands, and remember that your cat’s shrieks for another tube are less a sign of hunger and more a sign of a very successful marketing campaign (that your cat is also in on).
Disclaimer: This article is for general informational purposes only and is not a substitute for professional veterinary advice. Treats should be part of a balanced diet, so check with your veterinarian before changing your cat’s food, especially if your cat has a medical condition or is on medication. Product details and availability can change, so check each listing before buying.
