UK: Mars launches soup for cats

Mars Petcare, the pet food division of the global food giant, has launched its first soups for cats under the Whiskas Creamy Soups and Sheba Classic Soups names.

Whiskas Creamy Soup comes in meat, poultry and fish varieties with “30% meat and 70% sauce” and is designed to be a full balanced meal for pets. Mars is said to be investing £10 million ($13 million) to stimulate the sales of these products, which will include in-store activities and display items.

Meanwhile, Mars has also launched Sheba Classic Soups with the aim of targeting premium customers. The products are said to be made with 100% real ingredients and are described as a “luxury, premium indulgence for cats”.

Commenting on the launch, Whiskas brand director Katie Griffiths 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”.

“The super-premium cat soup segment is a huge emerging space, and is directly behind accelerating value in the pet food category”, added Arthur Renault, Sheba senior brand manager. “We have seen fantastic performance in other markets and we are confident that the UK will see the same success”.

Whiskas Creamy Soups will be offered at a promotional RRP of £3 ($3.92) in packs of 12, while Sheba Classic Soups will be available in 4x40g packs at an RRP of £1.99 ($2.60).

Source: Scottish Local Retailer / The Grocer