Chewy meals added to Whiskas pouches

Cats really get something to chew on with the latest addition to the Whiskas range from Mars Petcare.

Whiskas Tasty Textures Bite ‘n Chew, rolling out now, comprises pâté-based meat and fish meals containing roughly chopped meaty pieces (rsp: 42p/single or £4.49/12-pack). The chewy texture would appeal to cats as they loved to lick, bite and chew their food, said the company. Mars is backing the launch with a £3.5m campaign, including TV, online and PoS, kicking off next month.

Last year, Whiskas pouch sales rose 0.6% to £170.3m, but it slipped to second place in the petfood rankings behind Felix [Nielsen 52w/e 1 October 2011].