The pet food manufacturer says IAMS for Vitality is the “next evolution” of the brand’s ProActive Health, with what it claims is an upgraded recipe that includes fresh chicken which it says will meet demand for premium ingredients and appeal to a wider audience.
IAMS’ new formula has been created following a survey of over 8,000 pet owners across Europe, which highlighted that shoppers are seeking a nutritious food which promotes health benefits for an active life.
Ashleigh Foster, senior brand manager at IAMS, said: “We’re very excited to announce the launch of our new and improved IAMS formula together with our largest media campaign to date. We’ve listened to what owners are looking for in their pet’s diet and responded with arrange that combines vet expertise with everything needed to support the seven signs of healthy vitality.
“IAMS for Vitality is also available in a number of great tasting flavours as well as newly featuring deliciously fresh chicken for nutrition pets will love.”