Mars Petcare has launched a new look to the entire range of Dreamies, its cat care and treats brand.

Designed to stand out more in store with the intention of driving impulse purchases, the revised packaging features bright colours, a fresh logo and a redesigned cat character.

The brand has also re-launched its bulk pack, following a successful rollout in the US market, with the 110g variant increasing to 180g (rsp: £2.99). It is available in the bestselling flavours of chicken, cheese and salmon.

“We want to make it easy for retailers to take advantage of the opportunity to get cat owners treating,” said Clementine Wilding-Taylor, senior brand manager at Mars Petcare.

“Cat treats are bought by significantly fewer UK households than dog treats, so there is a huge opportunity to drive category and retailer growth.

“Our new design is even more eye-catching, making the products really stand out on the shelf. We recommend that retailers focus on off-shelf features, to drive awareness of the category and impulse purchases.”

The cat snacks and drinks category is worth in excess of £157m [Kantar 52 w/e 19 July 2015] - although fewer than half of cat owners buy treats for their pets in every 12-week period, according to Mars Petcare.