Procter & Gamble's long awaited move to extend distribution of petfood brand Iams into supermarket chains was announced this week in the US. Procter & Gamble acquired Iams in its biggest ever corporate deal, worth $2.3bn last August. The company has denied similar plans for the UK. However industry observers believe that the US move presages the same activity here. The super premium Eukanuba range is not included in the US distribution changes and is thought to be continuing as a specialist brand in the UK as well. Iams is the number two brand in the premium petfood market in US. {{P&P }}