Gourmet Gold Melting Middle

Gourmet, the ‘culinary inspired’ catfood brand, has unveiled Gold Melting Heart, a mousse with a gooey centre.

Rolling out this week, the new range is available in four variants. Salmon and Chicken come an 85g single (rsp: 50p), while they are joined by Tuna and Beef in a mixed multipack (rsp: £5.29/12x85g). Each is an “indulgent” cake of smooth-textured moose with a soft gravy centre.

They were designed to encourage cat owners to trade up to the “luxury sector” of the petfood category, said Gourmet. The luxury pet sector has grown by £8.6m in the past year, the Nestlé Purina brand added.

Set to be supported by TV and social media activity, Gold Melting Heart was a “significant development for both the Gourmet brand and Purina as a whole” according to Laura O’Doherty, Nestlé Purina Gourmet brand manager. The new range was “grounded in true consumer insight with a strong understanding of what appeals to cats”, she added.

Gourmet is the only top five petcare brand in growth. It has seen value sales rocket by 12.8% to £86.5m [Nielsen 52 w/e 9 September 2017].