Purina’s Gourmet cat food range is getting a new pack design and cinema advert.

The new pack design focuses on premiumisation and aims to differentiate the core range from alternative flavours.

Gourmet has also invested in cinema advertising for the first time. The campaign will support the brand’s cat soup range, voted Product of the Year in the Wet Cat Food Category 2017.

A 20-second advert for Gourmet Soup will run from now until December.

Agathe Robert, senior brand manager at Nestlé Purina Gourmet, said: “As the popularity of the luxury pet care category continues to increase, we’re proud to see Gourmet at the forefront of activity. The Gourmet brand re-fresh is just the start of exciting new chapter, as the brand continues to grow and develop.”