Mars Petcare has announced the launch of Sheba Craft Collection, a new premium product combining carefully selected ingredients and a new texture sensation for cats.
Sheba Craft Collection taps into the growing trend towards ‘humanisation’ and consumer demand for more natural-looking and luxury choices at mealtimes.
The unique texture of Sheba Craft Collection aims to provide a new way for owners to reward and pamper their cat – offering another moment of bonding between pet and owner.
The new collection will be supported by a 360-degree campaign activation ‘Bring Home the Sheba’, playing on the insights that it’s futile to believe pet owners can resist their cats when they want their attention.
Sheba Craft Collection will be available in three different flavours, beef, chicken, or fish, and available to order on 18 June at RRP of £6, with a recommended promotional price of £4.50.
Barry Goode, Sheba senior brand manager, said: “Growth within the pet care category is being driven by ‘preminumisation’ and the increased demand for an enhanced meal experience. The new Sheba Craft Collection reflects this trend and will continue to drive growth in the Cat Wet Single Serve category by ‘trading up’ mainstream shoppers.
“Over 30 percent of ‘Cat Wet’ shoppers are exclusively seeking natural and real-looking manufactured cat food and are willing to pay more for it and the Sheba Craft Collection’s real-looking chunks meet this need.”