Mars Petcare on Friday (July 15) announcing the launch of two “cat soups” under its major brands, Sheba and Whiskas.
Whiskas Creamy Soups, which Mars claims the first product of its kind in the UK is “a complete and balanced meal, containing tasty and nutritious meaty pieces in a unique and creamy texture”.
Whiskas Creamy Soups is sold in best-selling varieties (Poultry, Fish and Meat) in 85g pouches, with packs of 12 on the shelf in grocery, convenience, and pet stores at a promotional price of £3 (non price-marked).
Katie Griffiths, Whiskas brand director, said: “Whiskas Creamy Soups offers something completely new for cats – and our own consumer research has shown excitement and demand for innovation like this in the Cat Single Serve category. At Whiskas, we know that cats like to lick their food and this new exciting product provides cats with more sauce to lick…”
Whiskas will also offer widespread sampling and digital activations to support the launch. Nine million households will see a Whiskas TV advert every four weeks, and one million cat owners will receive a free sample every 12 weeks.
Sheba Classic Soups meanwhile, is described as “a velvety broth carefully prepared with the finest ingredients, using 100% real fish, chicken and seafood – a luxury, premium treat for cats, which offers variety outside of their everyday meals”.
Mars says the new product capitalises on the biggest trend in the Pet Food category – premiumisation – and is available in Chicken, Tuna and Ocean Fish & Vegetable varieties.
Arthur Renault, Sheba senior brand manager, says: “The super premium Cat Soup segment is a huge emerging space around the world, and is directly behind accelerating value in the Pet Food category. We have seen fantastic performance in other markets and we are confident that the UK will see the same success.”
Available in 40g mini pack sizes, packs of four will be on sale in convenience and pet stores from this month at an RRP of £1.99, with a recommended promotional price of £1.50. Sheba Soups also comes in extra-special premium packaging, displaying all the enticing ingredients.
The launch will be supported by a £3m investment, including a new TV campaign and digital activations, as well as an in-store focus.