Mars Expands Cat Range



Mars expands cat range
7th July 2017

By Karen Pickwick

Mars Petcare has launched two care and treat products for cats.

New Dreamies Deli-Catz are bite-size treats with a ‘tender’ texture made with 80% chicken, beef or turkey. New Whiskas Trio Crunchy Treats are three different packs of cat treats, each with a ‘fun’ trio of shapes and colours in every pack with added minerals and vitamins.

Helen Duffield, category strategy controller at Mars Petcare, said: “With a static pet population and high calorie conversion, growth in the petcare market is being driven by premiumisation, rather than increasing volume.

“The Cat Care and Treats category is a key driver for this. It has five times the value per kg of main meal with headroom to grow. Six out of 10 cat owners still do not treat their cat every 12 weeks and with meaningful innovation we can recruit more people into this high value area of the category.

“We know that a desire to bond is the primary reason that cat owners treat their cats and that enjoyment is critical. Offering variety (such as different texture, variety, appearance, size, smell and flavor) is essential as owners want to treat their cats with treats that are different to their main food.

“Alongside this, it is important to reassure owners that treats are healthy for their pets & meaty treats or treats with health benefits offer that reassurance.”

Dreamies Deli-Catz will be available on August 7 at an RRP of £1.25. They come in boxes of five stay-fresh packs, each containing up to 20 bite-size pieces, in chicken, beef or turkey flavours with no artificial flavours or colours. The shelf-life recommendation is 12 months. Each treat is less than two kcal, and each sachet contains less than 10% of a cat’s daily calories.

Whiskas Trio Crunchy Treats, which have been available since June 18 at RRP of £1.38, come in a medley of flavours, shapes and colours. The crunchy kibble has a different texture to the rest of the Whiskas treat range.

They are available in three varieties: Poultry, Mixed Grill & Seafood flavours:
• Mixed Grill flavours: Beef, Chicken & Lamb
• Poultry flavours: Chicken, Turkey & Duck
• Seafood flavours: Salmon, Tuna & Shrimp.

Both launches are being supported by a large marketing investment with more than 14 weeks of TV support for both brands, reaching 70% of cat owners, and a digital campaign for Deli-Catz reaching 10m people in 2017. On top of this 3,000,000 samples are planned over the first 12 months of launch.