Monday, June 17, 2024

WHISKAS unveils new look and enhanced recipe pouches

Australia’s “most iconic” cat food brand, WHISKAS® has released its new modernised pack designs and enhanced Favourites pouch recipes, as demand for commercial cat food continues to be the “preferred” food source for Australian cat owners.

Australia’s cat population is nearing 4.34 million with 29% of households owning at least one pet cat (source: Ipsos Pet Ownership in Australia Study 2023).

After successful launches in Europe in January, Australia’s felines are the next in line to enjoy the reinvigorated look and “irresistible taste”. The new pouches also feature a renewed recipe, “expertly crafted with real meat for that chunky texture cats love, all while ensuring they receive the essential nutrition they need,” according to the brand.

The new pouches and improved recipe have been developed in response to observing emerging trends in cat ownership in Australia where the bond between cat parents and their feline friends continues to grow. Recent research uncovered statistics that reveal the changing landscape of cat ownership in 2023:

  • Gen X takes the lead with the highest incidence of cat ownership in Australia at 33%.
  • The connection between men and their feline friends is stronger than ever before with male cat owners. representing the largest sample of cat ownership at 47%.
  • The rise in the cat population continues at a record rate with 4.43 cats residing in Australia, a significant increase from 3.69 million reported in 2017.
  • A mix of wet and dry commercial pet food is the preferred choice for cat owners with 74% opting to feed both to cater to their cat’s discerning palate. The days of dry food only diets are becoming a rarity.

WHISKAS has also launched ‘Purr to Win’, a first of its kind activation designed to reward cat parents for knowing how to “bring out the purr in their cats”. Purr to Win encourages cat parents to submit a recording of their cat’s purr to the WHISKAS brand’s own purr analysis platform. The platform will then release a unique purr-sonality for your cat based on the recording, as well as other fun insights that can be easily shared with friends across social media. Cat parents can enter the Purr to Win promotion until 10 December 2023, with seven entrants to win a year’s supply of WHISKAS food.

The enhanced Favourites pouch range is available in stores now with a yellow ‘New’ sticker on-pack for the first six-months post launch. It can be purchased from leading Australian retailers for RRP $12 for the Favourites 12-pack, and RRP $24 for the Favourites 24-pack.

The WHISKAS range expands across dry food and wet food, with both Pouch (Wet Cat Single Serve format) and Can available in Wet.

To enter the Purr to Win promotion, visit

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