Purr & Meow, the sister cat brand of dog range Pooch & Mutt, has unveiled a refreshed identity as well as upgraded recipes and a new range architecture.
The refreshed Purr & Meow range launches with two key ranges – Primal and Superfoods. The high-meat content Primal range has been relaunched with improved recipes and is positioned as the brand’s premium, ancestral-style collection. Products comprise two dry formulations (Salmon with Turkey & Herring and Duck with Turkey, RRP £19.49 for 1.5kg); two wet formulations (Salmon Pate with White Fish and Turkey Pate with Duck, RRP £19.80 for 12 x 85g); and a new treat line, Salmon, Sprout & Trout Jerky (RRP £2.75 for 90g).
The Superfoods range is designed to be an affordable, entry-level range that still delivers functional nutrition. Covering Kitten, Adult, Senior and Indoor cat life stages, the range is designed to support cats with targeted recipes for digestion, skin and coat, joints, cognitive development and everyday vitality. The dry food features turkey, sweet potato and pumpkin and has an RRP of £11.99 for 1.5kg, while the wet food comprises turkey fillets in gravy with an RRP of £13.20 for 12 x 85g.
Pack designs have been revamped, in line with the recent relaunch of parent dog brand Pooch & Mutt, with two “hero” cats and a market positioning of “for all breeds and needs”.
The new cat products are available online immediately, and the company is working with pet trade partners in the wholesale sector as well as multiple retail customers to expand retail distribution.
Pooch & Mutt chief executive Paul Dennison said that the company’s long-term ambition is for Purr & Miaow to become a bigger part of its overall business, with a raft of new products scheduled to follow next year.
He told PBW News: “Cat owners are looking for a trusted brand and the category is currently difficult for owners to navigate. Regardless of the personal circumstances of any cat owner, we should be able to provide information, honest advice and a brand to suit them throughout their cats’ life.
“The UK cat food market worth £1.6bn and cat owners are increasingly looking at what is in their cat food and are being drawn to the premium end of the category. So there is an opportunity to introduce more innovation and expert advice.
“We are very excited to go deeper into the cat food market, it’s a natural progression for the sister brand and I know we’ve got some really good products.”
