Whiskas is rolling out its “best ever recipe” and new packaging across its range of cat food, and care & treat products.
The new pack design aims to educate owners about their cat’s needs at every age, from kitten to adult to senior, which at the age of seven is sooner than commonly perceived.
Tom Lindley, Marketing Director at Mars Petcare UK, said: “We know that nearly 50% of cats in the UK are older than seven, but less than 10% are fed senior food, so we have included age icons to give consumers absolute clarity when choosing the food that is right for their cat’s life stage, as nutritional needs will change throughout their life.”
The Whiskas range of functional treats has also been updated with a new pack format with on-pack claims designed to aid consumer navigation.
Whiskas Milky Treats has been added to the range. It is specially designed for kittens and is rich in milk, a source of calcium, to help support the growth of healthy teeth and bones. It also contains vitamins and minerals to help support the healthy functioning of the body’s systems.
Whiskas Immune Support, previously Katzinis, helps to support a cat’s natural defences. One serving will provide at least 15% of the minimum daily requirement of taurine and vitamin E.
Whiskas DentaBites is also part of the new and refreshed range. Whiskas says it is the only cat treat in Europe that is scientifically proven to reduce tartar build-up, to help look after a cat’s teeth while providing a treat that is bursting with flavour.
Lindley added: “The happiness of cats and their owners is at the heart of what we do – which is why we are always working to improve our products. We are confident that cats and their owners will love our new range and great tasting new recipes.”
The launch is supported with a £10m marketing campaign. A new TV advert is being aired from July and millions of free pouches are being sent to UK cat-owning households over the summer. Cat owners will also receive a free pack of DentaBites. Point of sale materials are available to retailers.
