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Mars Petcare launches new treats for cats

Mars Petcare has launched two new product innovations for cats, set to drive growth in the Care and Treats category.

New DREAMIES DELI-CATZ™ are bite-size treats with a tender texture, made with 80 percent chicken, beef or turkey. New WHISKAS® Trio Crunchy Treats are three different packs of cat treats. All come with fun trio of shapes and colours in every pack with added minerals and vitamins to support a healthy skin and coat. The aim is to create new, exciting products that tempt owners and cats alike to enter the category.

Helen Duffield, Category Strategy Controller at Mars Petcare said: “With a static pet population and high calorie conversion, growth in the Petcare market is being driven by premiumisation, rather than increasing volume. The Cat Care and Treats category is a key driver for this. It has five times the value per kg of main meal with headroom to grow.

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“Six out of ten cat owners still do not treat their cat every 12 weeks and with meaningful innovation we can recruit more people into this high value area of the category.”

“We know that a desire to bond is the primary reason that cat owners treat their cats and that enjoyment is critical. Offering variety (such as different texture, variety, appearance, size, smell and flavour) is essential as owners want to treat their cats with treats that are different to their main food.”

“Alongside this, it is important to reassure owners that treats are healthy for their pets and meaty treats or treats with health benefits offer that reassurance.”

Product launch

DREAMIES DELI-CATZ™ are available from 7 August at an RRP of £1.25.  Sold in boxes of five stay fresh packs, each pack contains up to 20 bite size pieces, in chicken, beef or turkey flavours with no artificial flavours or colours. They are packed in a daily ‘stay fresh’ pack.

The shelf-life recommendation for DREAMIES DELI-CATZ™ is 12 months. Each treat is less than two kcal, and each sachet contains less than ten percent of a cat’s daily calories.

WHISKAS® Trio Crunchy Treats have been available from 18 June at an RRP of £1.38. They are available in three varieties – Poultry, Mixed Grill & Seafood flavours:

• Mixed Grill flavours: Beef, Chicken & Lamb

• Poultry flavours: Chicken, Turkey & Duck

• Seafood flavours: Salmon, Tuna & Shrimp

Both launches will be supported by a large marketing investment with over 14 weeks of TV support for both brands reaching 70 percent of cat owners and a digital campaign for Deli-Catz reaching 10m people in 2017.
On top of this 3,000,000 samples are planned over the first 12 months of launch to accelerate recruitment. POS materials are available now.

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