Mars Petcare is upgrading its Whiskas Pouch range with a new formula, design and packaging, supported by in-store activation.

The renovation of the cat food brand includes a new recipe, with improved aesthetics and more gravy and jelly. Whiskas is also launching an 11+ offering, which focuses on supporting the health of older cats. The 11+ proposition is available in meaty; poultry; and fish variants.

To accompany the recipe and range upgrades, all Whiska Pouch products have been given new packaging and all fish lines now boast a Certified Sustainable Seafood MSC stamp of approval.

In addition, Whiskas has partnered with TerraCycle on the Pet Food Recycling Programme – a nationwide scheme which enables the transformation of waste packaging into useful items.

The changes to the Whiska Pouch portfolio will be supported by an activation campaign called ‘Get more MeWOW’.

Annie Argyle, UK brand manager for Whiskas, explained: “MeWOW is a simple, powerful expression of innovation, taste and - most of all - enjoyment. It is grounded in the category growth driver of Balanced Feeding, where in order to drive value through encouraging more wet feeding we must first create a product that cats (who are notoriously fussy) really enjoy. We have achieved this through the delicious taste and aesthetic of the new WHISKAS® pouch range, we know that both owner and pet will love.”

The new Whiskas Pouch range is available for independent retailers to order now.