Mars Petcare has launched a limited edition ’interactive snacking’ toy to add to its cat care and treats brand, Dreamies.

The Dreamies Snacky Mouse dispenses treats as cats play with it and comes with a 60g bag of Dreamies Cheese at an rsp of £3.

The product’s launch follows a rollout in the US, where it boosted treat consumption by 26%, according to Mars Petcare, which sees “exciting growth potential” within a category where fewer than half of cat owners buy their pets treats at least every once 12 weeks.

“We know that cats love playtime,” said Tom Lindley, marketing director. “The limited edition Dreamies Snacky Mouse makes treat-time even more playful, creating the ultimate game of cat and mouse.”

Mars Petcare rebranded Dreamies in January to help the product stand out in store and drive impulse purchases. The new look features brighter colours, a fresh logo and a redesigned cat character.