Masterfoods is entering the super-premium catfood ­category with its first new petcare brand in the UK for 23 years.

The owner of Pedigree and Whiskas is this month launching Perfect Fit, a dry range which it claims is the first catfood brand to offer a diet with Macro Nutrient Profile - which indicates the amount of energy derived from protein, fats and carbohydrates in the food.

Trade relations manager Susie Kedwards said the range is designed to deliver the balance of protein, fat and carbohydrate that suits a cat's specific dietary needs according to its lifestyle.

Dishes include fish and chicken meals with different recipes for either urban cats, that spend most of their time indoors, or more active rural cats. Junior cats and senior animals over the age of eight years old are also catered for.

The products have listings in the multiples from this month, and will be followed by a wet range from September.

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