Mars Petcare has launched a new Whiskas PMP for senior cats aged seven years and older (labelled for consumers as ‘7+’) exclusively for the convenience channel.
Available in stores now, the 12-pack pouch pack, Poultry selection in Jelly, is pricemarked at £3.29.
The focus on life stages is growing across the category, and the introduction of the Whiskas 7+ range has already boosted the senior category by 45%. Half of cats are fed the wrong product for their age, so Whiskas’ life stage based messaging is clearly displayed on pack to help owners make the right decisions when it comes to feeding their felines.
Stephanie Case, Category and Customer Marketing Director for Mars Petcare UK, said: “Knowing that 51% of households own a pet, it’s imperative to catch their attention in-store with the help of pricemarked packs. PMPs are not only great value for customers, but they are also a key footfall driver in store, attracting more shoppers to the category and ultimately generating sales growth while building trust between shoppers and their retailers.”
