Lily’s Kitchen is set to axe its entire 15-SKU range of cat meals and treats - and replace it with a new 30-strong line-up.
The premium brand’s biggest-ever launch will see a major overhaul of its catfood portfolio, which will appear on shelf this month with new packaging, improved recipes and extra flavours.
The NPDs include 11 grain-free wet meals with 60% to 65% meat. They were aimed at encouraging healthier eating and arrived at a time when cat obesity is prevalent, said Lily’s Kitchen CEO Henrietta Morrison.
The meals are accompanied by a selection of dry food and treats, with rsps from 85p for an 85g single meal to £9.95 for an 800g bag of dry food.