Nestlé Purina is reducing packaging across its Go-Cat range by 10% to appeal to eco-conscious consumers.

As well as saving nearly 200 tonnes of packaging per year, the reduction would enable retailers to fit more of the new smaller boxes on to shelves, adding an extra £1m in sales to the dry catfood category, said Andrew Harding, customer development director. The move would also help retailers meet their sustainability agendas, he added.

The new packs, complete with paw logo, will be in stores from July.