Pet food brand Dreamies has launched a complete pack redesign across the entire range for 2016.

Designed to stand out in store, the all-new Dreamies packs will feature a range of distinctive colours, a bold new logo and redesigned cat character to drive impulse purchases and create more pop on the shelf.

The brand has also re-launched its bulk pack. Replacing the 110g packs; the new bulk packs will be 180g (rrp £2.99) are now available in the best selling flavours of chicken, cheese and salmon.

Mars Petcare Cat Care & Treats senior brand manager Clementine Wilding-Taylor said: “We want to make it easy for retailers to take advantage of the opportunity to get cat owners treating. Cat treats are bought by significantly fewer UK households than dog treats, so there is a huge opportunity to drive category and retailer growth. Our new design is even more eye-catching, making the products really stand out on the shelf. We recommend that retailers focus on off-shelf features, to drive awareness of the category and impulse purchases.”

The cat care and treats category is currently worth £82.9m but with still less than half of cat owners buying treats every 12 weeks, showing there is a growth opportunity.

The redesigned Dreamies and bulk packs are available from January 2016.