Purina cat soup

Sales: £70.9m (+19.0%)

Owners of discerning felines are willing to pay a premium for indulgence; as a result Gourmet’s sales are purring, with the lion’s share of its £11.3m growth driven by higher-priced products. NPD is flying, particularly Mon Petit, offering hard-to-please moggies a tasting menu of flavours in 50g pouches. Soup aimed at cats is also doing down a treat. “Gourmet Soup is only the latest example of true innovation in petfood, testament to brand’s leading role in this category,” says market development director Liz Wood.