The Whiskas cat food brand is going head to head with Procter & Gamble's new launch Iams with the announcement that its pouches, canned and dry food will all contain Lifecare ­ "a combination of nutrients which help cats to live a long healthy life." The company claims Lifecare can improve a cat's immune system ­ similar claims to the ones made by P&G for Iams Senior at its launch last week. The Lifecare message will be prominent in Whiskas' marketing activity this year, including TV, press and direct mail. {{MARKETING - P&P }}