Typical, isn’t it? You wait all day for someone to bring out a soup for cats and then two come along at once – both from Mars Petcare.
First to be ladled out of the feline tureen is Whiskas Creamy Soups which, surprisingly, is not a starter but a complete and balanced meal, containing “tasty and nutritious meaty pieces in a delicious and creamy sauce”. It also features a lower chunk to sauce ratio than standard cat food.
It is available now in Poultry, Fish and Meat variants in packs of 12 at a promotional rrp of £3.
Katie Griffiths, Whiskas Brand Director, said: “Whiskas Creamy Soups offers something completely new for cats – and our own consumer research has shown excitement and demand for innovation like this in the Cat Single Serve category.”
Whiskas is supporting the launch with a £10m investment package that includes in-store activity and display items. Widespread sampling and digital campaigns are also planned. Nine million households will see a Whiskas TV advert every four weeks, and one million cat owners will receive a free sample every 12 weeks.
Cats that prefer more of a velvety broth needn’t feel shunned though. Sheba Classic Soups has also arrived. Made using 100% real fish, chicken and seafood, it’s described as “a luxury, premium indulgence for cats, which offers variety outside of their everyday meals”.
Tapping into the consumer trend for premium pet food, Sheba Soups is available in Chicken, Tuna, and Ocean Fish & Vegetable varieties.
Arthur Renault, Sheba Senior Brand Manager, said: “The super-premium Cat Soup segment is a huge emerging space, and is directly behind accelerating value in the Pet Food category. We have seen fantastic performance in other markets and we are confident that the UK will see the same success.”
The launch is supported by a £3m investment, including a new TV campaign and digital activity, as well as an in-store focus.
Available in 40g mini pack sizes, packs of four are available this month at an rrp of £1.99, with a recommended promotional price of £1.50. Sheba Soups is presented in premium packaging, although little spoons are not included.
