MEATY chunks with a new texture for cats are to be found in new Whiskas Casseroles from Mars Petcare.
Mars says the casseroles look just like the stew cat owners will be tucking into themselves as the cold nights set in.
Available from this month with an RRP of £4.50, the casseroles come in Poultry, Fish and Fish & Meaty varieties in packs of 12 single-serve pouches.
The launch is being supported by a £10m marketing campaign including a new Whiskas TV ad in February as well as Youtube advertising, social media activity and in-store activity.
Senior brand manager Gina Head said: “Over the last 12 months, Whiskas has been transformed to deliver its best-ever recipes, in addition to featuring award-winning life-stage messaging on pack.
“Whiskas Casseroles, with its meaty texture, looks just like the casseroles we love, as well as being complete and balanced to keep cats happy and healthy.
“It is sure to drive value growth for the cat category.”
And cat owners are being given the chance to win a casserole dish when their pets try the new product.
Head said: “Whiskas will give pet owners the chance to win one of 100 premium casserole dishes when they try the new tasty product and review it online.”
Head also revealed that £3.75 PMPs of the new casserole varieties are to be made available to convenience stores later in the year.
In 2016 Whiskas introduced Creamy Soups to the petcare category and says the launch drove premiumisation by attracting cat owners to the wet food category.