Nestlé Purina is targeting the burgeoning pet treat market with a new range under the Felix brand.
Rolling out to retailers now, Felix Goody Bags will be supported with a £3m marketing campaign including TV, print and online advertising.
Available in 60g re-sealable pouches (rsp: £1.19), the treats come in three flavours: Original Mix, Seaside Mix and Mixed Grill. Seaside Mix is available on pre-filled clipstrips to encourage impulse sales.
“The cat treats market is the fastest-growing pet category, having risen 42% in the past year,” said Nestlé Purina market development manager Andrew Harding. “Treating gives owners more opportunities to bond with their pets.”