It's not just human heart health that is concerning food companies. Go-Cat has feline hearts in mind with a product reformulation backed by a packaging revamp and a £1m advertising campaign.
From next month, new Healthy Heart recipe Go-Cat will contain the ideal amount of protein and taurine to maintain general feline good health and a healthy heart.
Packaging has been redesigned across the range to push the brand's 'get up and go' image and will feature its familiar ginger cat, as well as a colour-coded system to highlight the different flavours, lifestage and lifestyle variants.
Brand manager Steve Imm said that Go-Cat was the only brand driving growth in premium dry catfood.
The healthy heart formulation would encourage consumers to trade up, he added, and would offer a point of difference over rival lines.
Support will include ads in women's magazines and online.