Catfood challenger Purr & Meow has unveiled a refreshed identity, upgraded recipes and a new range architecture, as it looks to expand its presence in the premium catfood market.
The move follows the repositioning of sister brand Pooch & Mutt as being “for all breeds & needs”. Purr & Meow has taken the same wellbeing-led approach through functional recipes designed to support cats through life stages and health needs.
Every new-look product has been developed with functional ingredients, with a major focus on gut health. Ingredients across the range include prebiotics, postbiotics, psyllium husk, apple and Mojave yucca to support healthy digestion and overall wellbeing.
The revamped Purr & Meow portfolio has been split into two ranges: Primal and Superfoods. Primal is positioned as the premium, ancestral-style lineup. It comprises complete wet and dry food made with natural animal proteins and superfoods, as well as the brand’s first jerky product.
The range is designed to support energy, lean muscle maintenance and overall body health. Products include Salmon Complete Dry Food with Turkey & Herring and Duck Complete Dry Food with Turkey (rsp: £19.49/1.5kg).
Primal also features Salmon Paté Complete Wet Food with White Fish and Turkey Paté Complete Wet Food with Duck (rsp: £19.80/12x85g pouches, alongside Salmon, Sprat & Trout High Protein Jerky (rsp: £2.75/90g).
Purr & Meow’s Superfoods lineup is intended an affordable everyday option while retaining functional nutrition positioning. It covers kitten, adult, senior and indoor cats with recipes to support digestion, skin and coat, joints, cognitive development and everyday vitality.
Lines includes Turkey, Sweet Potato & Pumpkin Complete Dry Food (rsp: £11.99/1.5kg) and Complete Wet Food with Turkey Fillets in Gravy (rsp: £13.20/12x85g).
The new Purr & Meow identity is available now via Purr & Meow’s DTC site and Amazon store. It had been created “to give cat owners a brand they can trust”, said Paul Dennison, Pooch & Mutt CEO. “The catfood category continues to premiumise, and we believe there is a clear opportunity to stand out with strong shelf appeal, functional nutrition and products that feel genuinely tailored to cats’ different needs.
“As part of the Pooch & Mutt family, Purr & Meow benefits from years of experience building one of the most trusted health-led brands in the dog space. Longer term, our ambition is for Purr & Meow to become a much bigger part of the business.”
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