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Purina launches gourmet soup for cats

Nestlé Purina’s luxury cat food brand Purina GOURMET® is increasing its range of products for 2016. New additions include GOURMET Soup and continued developments to the GOURMET Mon Petit and Gold ranges.

Mark Zaki, PURINA GOURMET senior brand manager, commented“We are particularly excited about the launch of Gourmet Soup, which responds to a key consumer demand and provides a brand new feeding occasion. Mon Petit and Gold have both been hugely popular with consumers, so it’s great to be able to extend both ranges and continue to offer consumers choice within their favourite brands.”

GOURMET Soup draws upon cats’ love of gravy. It contains natural chicken or tuna, served with a selection of refined broths. The four varieties are served in 40g single serve pouches.

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GOURMET Mon Petit launched two years ago; last year’s sales grew by £7.5m. In 2016, Purina aims to bolster its success with the launch of GOURMET Mon Petit Duo, the first pet food brand to include two flavours in one 50g single serve pouch.

The two new multipacks consist of six 50g pouches each, adding to the five existing multipacks in the range.

GOURMET is also adding to its Gold range, with the introduction of Gold Savoury Cake. The new meaty formula provides a new texture for cats. The new sub-range will be available in the four single serve 85g varieties with beef, chicken, tuna and salmon, allowing consumers to pick and choose from a wider variety.

The launch of the new products is supported by a considerable ATL and BTL investment, with GOURMET currently on TV screens, featuring the brand’s iconic cat, Archie, as the star.

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