Pets Choice has extended its Cats Delight range with a yoghurt-like treat product a first for the category, it said.

The pet brand said the thick consistency of Webbox Lick-e-Lix differentiated it from current cat treats, which tend to be either chewy or liquid in texture. Available now in salmon & 0mega-3/6 and chicken & zinc (rsp: 99p/five 15g sachets), the treats can also be used as a food topper or to help administer medication to cats.

“We expect this unique texture to be popular among fussy cats,” said a spokeswoman.

Separately, Whiskas scooped the Product of the Year Award 2011 this week for its Simply range.

The ‘gourmet catfood’ generated £36.5m in first-year sales after launching in February 2010.