Change of ingredients.
The manufacturer increased the beef content from 50% to almost 70%, at the expense of the duck and rabbit content. From that moment, what used to be my cats' favourite food became inedible for them—they avoid it completely. Now it's just a matter of time before they secretly increase the beef content in the other multi-ingredient foods as well. Oh, and it's also worth mentioning that most tins contain 1200mg of taurine, not 1500mg as stated in the shop's description.