Mars Petcare has announced that Whiskas Pouch is launching a \u201cpowerful renovation\u201d to its product, design and claim upgrades - all supported with in-store activation.\r\n\r\n\r\n\r\nThe renovation will deliver a new and improved recipe with improved aesthetics and reformulated gravy and jelly. Over 30 percent of \u2018Cat Wet\u2019 shoppers in the UK are exclusively seeking natural and real-looking cat food and are willing to pay more for it \u2013 and the new aesthetic improvements hope to tap into this growing demand.\r\n\r\nAt the same time, Whiskas will continue its life stage journey by tailoring the best nutrition to the main stages of a cat\u2019s life \u2013 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.\r\n\r\n\r\n\r\nAs well as the recipe upgrade, the new packaging includes the stated commitment that Whiskas\u2019s products are made \u2018with selected natural ingredients, vitamins and minerals\u2019, while the Certified Sustainable Seafood MSC stamp of approval is on all the fish products.\r\n\r\nWhiskas has also partnered with TerraCycle on the Pet Food Recycling Programme \u2013 a nationwide scheme which enables the transformation of waste packaging into useful items.\r\n\r\nThe Whiskas pouch renovation will be supported by an activation campaign called \u2018Get more MeWOW\u2019, which encourages shoppers to get more MeWOWs from their cat with these fantastic new products.\r\n\r\nAnnie Argyle, Whiskas brand manager UK, said: \u201cMeWOW 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.\r\n\r\n\u201cWe have achieved this through the delicious taste and aesthetic of the new Whiskas pouch range, we know that both owner and pet will love.\u201d\r\n\r\nThe new Whiskas Pouch range is available to order now.