Sheba has extended its range of super-premium cat food to include six new varieties.

The new variants include tender terrine with tuna, cod in succulent jelly, rabbit in gravy and terrine with beef (rrp: 57p). It has also developed shorter cases to enable retailers to stock more.

Sheba has also unveiled Eva Longoria as the brand’s first celebrity ambassador. In a £3.3m campaign, including television adverts, in-store activity and social media engagement, the brand looks to celebrate cat lovers everywhere while attracting new customers and growing the super-premium cat food category.

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