IAMS has announced the launch of its new IAMS for Vitality range, which will be supported by a multi-channel media campaign.

The new IAMS for Vitality range will replace the brand’s existing dry pet food range, IAMS ProActive Health. The new range will feature an upgraded recipe that includes fresh chicken, to meet consumer demand for premium ingredients.

The new Vitality products will be available to convenience retailers from January 2019 and are high in animal protein, wheat-free and contain no artificial colours, flavours or GMOs.

The £2m campaign supporting the products includes TV advertising, PR, digital, social and sampling activity as well as sponsorship of the world’s biggest dog show, Crufts.

Ashleigh Foster, senior brand manager at IAMS, said: “We’re very excited to announce the launch of our new and improved IAMS formula together with our largest media campaign to date. We’ve listened to what owners are looking for in their pet’s diet and responded with a range that combines vet expertise with everything needed to support the 7 signs of healthy vitality. IAMS for Vitality is also available in a number of great tasting flavours as well as newly featuring deliciously fresh chicken for nutrition pets will love.”

The IAMS for Vitality cat range is available in four 2kg varieties: kitten, adult, senior and specialised diets (rrp £10.99). The IAMS for Vitality dog range is also available in four 2kg varieties: puppy, adult, senior and specialised diets (rrp £6.99).