The renovation will deliver a new and improved recipe with improved aesthetics and reformulated gravy and jelly. Over 30 percent of ‘Cat Wet’ shoppers in the UK are exclusively seeking natural and real-looking cat food and are willing to pay more for it – and the new aesthetic improvements hope to tap into this growing demand.
At the same time, Whiskas will continue its life stage journey by tailoring the best nutrition to the main stages of a cat’s life – including the launch of an 11+ offering, which focuses on supporting healthy heart and optimum digestion for older cats. In the UK, over 18 percent of cats are over eleven years old and Whiskas is actively targeting this higher age bracket. The 11+ proposition will be available in Meaty, Poultry and Fish Selection.
As well as the recipe upgrade, the new packaging includes the stated commitment that Whiskas’s products are made ‘with selected natural ingredients, vitamins and minerals’, while the Certified Sustainable Seafood MSC stamp of approval is on all the fish products.
Whiskas has also partnered with TerraCycle on the Pet Food Recycling Programme – a nationwide scheme which enables the transformation of waste packaging into useful items.
The Whiskas pouch renovation will be supported by an activation campaign called ‘Get more MeWOW’, which encourages shoppers to get more MeWOWs from their cat with these fantastic new products.
Annie Argyle, Whiskas brand manager UK, said: “MeWOW is a simple, powerful expression of innovation, taste and – most of all – enjoyment. It is grounded in the category growth driver of Balanced Feeding, where in order to drive value through encouraging more wet feeding we must first create a product that cats (who are notoriously fussy) really enjoy.
“We have achieved this through the delicious taste and aesthetic of the new Whiskas pouch range, we know that both owner and pet will love.”
The new Whiskas Pouch range is available to order now.