Mars Petcare has launched a new range of meaty casseroles for cats, from the Whiskas brand.

Whiskas Casseroles resembles a stew for human consumption which provides a new texture sensation for cats.

The new range of casseroles is available from January 2017 (rrp £4.50) and is served in single-serve pouches of twelve in best-selling flavours including poultry, fish and fish and meaty selections.

Also in 2017, Whiskas is set to expand its range of casseroles in the convenience channel with PMP packs at an RRP of £3.75. 

Gina Head, Whiskas senior brand manager, said: “Our latest innovation, 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.”

The launch is being supported by a £10m media spend, which includes a new Whiskas TV advert, set to hit TV screens in February 2017, as well as YouTube advertising and social media activity. Customers will also be given the chance to win one of 100 premium casserole dishes when they try the new product and review it online from January 9.

Whiskas will also be launching a sampling campaign, in addition to platinum in-store activations and POS to drive shoppers to the pet food aisle.