Natures Menu has rebranded its cat range to create ‘Natures Menu Especially for Cats’.
The new range, which features a new design, will offer the same cat food alongside new branding that has its own “distinctive” brand assets, with a new logo and revamped packaging for the products.
The contemporary look and feel of the packaging aims to “clearly communicate the simple, natural ingredients to owners whilst offering a great visual impact on shelves”.
While the range will continue to offer its same recipes, it now features the addition of a Chicken and Turkey with a Salmon variant for kittens. The range will also consist of the original five wet SKUS, two multipacks and three treat SKUs.
As part of the brand’s sustainability drive, which aims for all Natures Menu products to be in recyclable packaging by 2024, the full range will also be moving from pouches to recyclable cans.
The products will still be free from artificial colours, flavours and preservatives and contain essential vitamins and minerals, and all products are made to FEDIAF guidelines.
James Langan, managing director of Natures Menu, said: “The launch of the Natures Menu Especially for Cats range strengthens our offering of pet food made from real ingredients, real flavour and real goodness.
“The improved packaging now focuses on simplicity, transparency and the quality and taste of the product, as well as also taking enabling us to take steps forward in our sustainability strategy with new recyclable packaging formats.”