Starting with Whiskas’ pouch range, the revamp will be supported by TV and poster ads and point-of-sale material.

A spokeswoman said the company had worked with consumer focus groups to improve the Whiskas offer.

She added: “Whiskas is constantly working to improve its portfolio. The introduction of
new recipes and packaging will reassure retailers and customers that we are continuing to offer a premium product that cats love.”
Masterfoods is giving its top-selling Whiskas cat food brand a six-month recipe and packaging overhaul.

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