Whiskas pouches for 11-plus

The new variants come as part of a Whiskas pouches overhaul

Mars Petcare has revamped its Whiskas range of pouches, adding a trio of variants for cats aged 11-plus – a first for a mainstream petcare brand, according to the supplier.

Available in Meaty Selection, Poultry Selection and Fish Selection, the new wet meals for elderly cats, unveiled this week, were designed for “healthy heart and optimum digestion” said Mars. “In the UK, over 18% of cats are over 11 years old.”

The NPD comes as part of the Whiskas pouches overhaul that includes a “new and improved recipe that is even better looking and extremely tasty”. More than 30% of the UK’s wet catfood shoppers were “exclusively seeking natural and real-looking catfood and are willing to pay more for it – and the new aesthetic improvements tap into this growing demand” Mars said.

Packaging has been given a “modern, impactful” new look, which includes the assurance that Whiskas products are made from “selected natural ingredients, vitamins and minerals”.

The overhaul will be supported by a campaign called ‘Get more MeWOW’ – a simple, powerful expression of innovation, taste and - most of all – enjoyment” according to Annie Argyle, Whiskas brand manager UK.

“It is grounded in the category growth driver of balanced feeding, where in order to drive value through encouraging more wet feeding, we must first create a product that cats, who are notoriously fussy, really enjoy.”

It follows the launch in late November of the Pet Food Recycling Programme. It sees Mars Petcare working with recycling experts TerraCycle to provide designated drop-off collection points across the UK, where shoppers can return plastic pouches and bags from Whiskas and James Wellbeloved products. They can also be sent in via freepost.