Nestlé is adding a super-premium range to its Purina One brand to cash in on pet owners' increasing desire to pamper their pets.

Purina One Natural Balance, which is rolling out next month backed by a £2.5m ad push, is made with steam-cooked meat or fish and uses natural ingredients such as blackcurrant and soya bean oil. It consists of 10 wet and dry products including two options for dogs and eight for cats.

The launch forms part of the brand's drive to add value through new product development, according to Stephanie Case, senior brand manager.

"Purina One Natural Balance has been developed to meet demands for products that use natural ingredients," she said.

The activity, which kicks off in March, includes press, radio, online and ads in the London Underground.

While total petfood sales rose 1.8% last year to £1.6bn, volumes were down 2.2% year-on-year, indicating that higher priced products are driving growth [TNS].

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