Treats and premium single-serve lines have helped Felix take the top spot in the catfood market from Whiskas.
While Mars-owned Whiskas has tumbled 14.5%m to £212.9m, Felix sales have soared 9.4% to £252m, making it the top-selling catfood brand, according to IRI data [52 w/e 15 August 2015].
Growth in Felix treats and single-serve range Felix As Good as it Looks - now worth more than £126m - had driven the performance, said Purina market development organisation director Liz Wood. She added the launch of Felix Sensations Crunchy Crumbles had also contributed to the success, she added.
Mars revamped the Whiskas brand in July as it looks to turn around the brand, supporting it with a £10m marketing push.
“Drawing on our wealth of understanding of cats and their needs, Whiskas has been reformulated to provide its ‘best-ever recipe’,” said Mars Petcare MD Tom Lindley.