Arden Grange wins 'best dry cat food' award

Sussex, UK-based superpremium petfood company Arden Grange has received the "Best Dry Cat Food" award from the Your Dog and Your Cat Magazine awards 2014/2015, for the company's adult fresh chicken and potato recipe.
The awards are voted for by the readers of the magazine. Several other Arden Grange feline recipes were also "highly commended" in other award categories: sensitive ocean white fish and potato (in the "Best Specialist Cat Food" category) and tasty liver treat for cats (in both the "Best Cat Treat" and "Product I Can’t Live Without" categories). The company also received accolades on the canine side: adult sensitive was highly commended in the "Best Specialist Dog Food" category, adult chicken and rice is highly commended in the "Best Dry Dog Food" category and Arden Grange crunchy bites was highly commended in the "Best Dog Treat" category.
“With so many brands for pet owners to choose from, this is praise indeed," said Wendy Stephens, Arden Grange co-founder. "I would like to thank our faithful customers and readers of the magazines for voting for Arden Grange—we are so grateful.” 

Small meals, greater frequency may curb cat obesity

Researchers from the University of Illinois interested in finding a method to maintain healthy body weight in cats have looked at a previously suggested claim that increased meal frequency could help to increase overall physical activity. The idea is to feed cats the appropriate amount of food needed to maintain a healthy body weight, but to offer it in more frequent, smaller meals throughout the day.

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Animal sciences researcher Kelly Swanson and his lab at U of I determined that both increasing the frequency of meals fed per day, as well as offering meals that contained added dietary water-neither method involved decreasing the overall amount of daily food intake-did promote more physical activity among the cats in the study. "It all comes down to energy in and energy out," said Swanson. "It's very simple on paper, but it's not that easy in real life, especially in a household where there is more than one pet. That can be difficult, but I think these two strategies are very practical ideas that people can use."
During the two-part study, researchers evaluated the activity of the cats between meals using activity collar monitors. In the first experiment, the cats were divided among four rooms and were given dry kibble meals four times per day, two times per day, one time per day, and in the fourth room, were fed a random number of meals per day. The overall amount of food fed to each cat in each room per day was the same; feeding frequency varied.
In the second experiment, the cats were divided among two rooms and were fed twice per day with a 70% hydrated diet, using similar amounts of dry kibble used in the first experiment to maintain body weight. Water was added to the kibble an hour before each meal time, according to Swanson.
The cats were placed in their individual cages only during mealtimes so that the researchers could accurately monitor their food intake. During the activity monitoring times, the cats had limited interaction with people. The researchers evaluated the cats' food anticipatory activity (FAA), which included the activity of each cat two hours before meals were given. During the dry kibble experiment, they noticed that the cats were much more active during those anticipatory times, especially those fed four meals per day and those given meals at random times.
"If they know they are going to get fed, that's when they are really active, if they can anticipate it," said Swanson. The cats showed an even greater spike in physical activity in the second experiment when they were fed meals with the added water. However, Swanson said the biggest difference in peak activity times with this group occurred in the periods after they had eaten. He added that the researchers had not determined why this was, though factors such as increased use of the litter box, for example, could have come into play.
"I think veterinarians will be interested in this information because it gives them evidence to be able to recommend something to pet owners that could help with feline obesity and diabetes," said Swanson. "When cats are allowed to feed ad libitum, it's difficult to prevent obesity. It is important to identify the right diet. Many owners are accustomed to dumping a pile of food out for multiple cats, just once per day. The owner does have an active role in helping with weight management."
The key is figuring out how much food is needed to maintain your cat's healthy body weight. "It is tricky because labels on petfood provide ranges for how much should be fed," said Swanson. "If you're feeding a cat, that food is supplied to thousands of cats with different metabolism. Some are spayed or neutered, and ages are different."
Adding water to dry food, or using wet canned food, may provide a greater gut fill to pets. Swanson also said once the dry kibble absorbs the water, it does look like "more" to the owner, perhaps alleviating the fear that the pet is not eating enough. He also said that rotating between dry kibble meals and wet or canned food could also help in maintaining body weight. Recognizing that the lifestyle of pet owners may not allow for regulating multiple feedings per day, Swanson said if a pet owner could even go from offering only one meal per day to two, it could possibly promote more physical activity.

Merrick launches new ad campaign for Purrfect Bistro super-premium cat food brand

Merrick Pet Care has launched a new ad campaign for its Purrfect Bistro brand of super-premium cat food. Purrfect Bistro is a line of 21 products, available in cans and bags, which replaces Merrick's Before Grain brand.
The new ad campaign includes online and print ads, as well as marketing through social media such as blogs, Facebook, Klout and Twitter.  
The ads feature a cat food critic that is an Exotic Shorthair named W. (Mittens) Bloomfield. The campaign is centered on a website designed like a food blog, where the critical cat reviews his favorite meals.
The marketing campaign is aimed to appeal to the "passionate pet parent," says Pete Brace, vice president for communications and pet parent relations at Merrick. 
The campaign is being created by Carmichael Lynch Spong in Minneapolis, Minnesota, USA, part of the Carmichael Lynch division of the Interpublic Group of Companies. According to a report, the campaign has a budget estimated at nearly US$100,000, which is substantially more than the US$6,000 it spent on advertising in major media in 2012, US$2,000 spent in 2011 and US$7,000 spent in 2010, the report notes. 
The campaign's humor reflects how "Purrfect Bistro is intended to be a lot more fun and whimsical, and perhaps female in spirit, than the Merrick dog line," says Emily Buchanan, senior principal and chairwoman of brand marketing and social engagement at Carmichael Lynch Spong.

Merrick introduces 21 new cat food recipes as part of ‘Real Food Revolution’

Merrick Pet Care is continuing its “Real Food Revolution” with the introduction of its new Purrfect Bistro menu of 21 recipes offering a variety of high-protein, canned and dry cat foods.
Purrfect Bistro recipes are formulated to nourish kittens, adult and senior cats, featuring deboned meat as the number one ingredient, in flavors such as chicken, salmon, tuna, duck, turkey and beef. The recipes contain no poultry byproducts or ingredients from China, and they are grain free with essential fatty acids, like omega 6s and omega 3s. Recipes are available in paté, shredded and sliced varieties.
“We know our cats need a high-protein, moisture-rich diet and that’s why our Purrfect Bistro menu is expansive in the number of high-quality options across both dry and canned recipes,” said Greg Shearson, Merrick Pet Care’s chief executive officer. 
Merrick’s new recipes will be available in summer at independent pet specialty stores, Petco and select online retailers.

Preventive cat food diets become more available over the counter

In recent years, petfood manufacturers have began creating more over-the-counter preventive pet food diets that help cat owners manage their cat's special health condition, says a recent article in Pet Product News International.
Previously, cat foods to manage cat health issues, such as allergies, urinary problems, hairballs and diabetes, were only available from a veterinarian, but petfood retailers are now offering special cat diets from grain-free to novel protein-sourced formulas, all without a prescription.
Pet food companies like Halo, Purely for Pets and Wellness have began creating more grain-free diets to respond to consumer demand. These grain-free diets are usually selected for cats with digestive issues or allergies, according to Halo's Donna Spector, DVM, because the formulas usually do not contain grains, like corn or wheat, but instead contain vegetables and meat. Spector says that refined grains like white rice should be avoided in cat food because these overprocessed grains lose much of their nutritional value, and can lead to blood sugar spikes and obesity in cats. 
Feline allergies may also be caused by the protein sources in traditional petfoods, like chicken, beef and lamb. But, new over-the-counter petfoods, such as those made by Addiction Foods, are formulated by a veterinarian and nutritionist to include unique proteins such as venison, bushtail, kangaroo and rabbit, which are less likely to result in allergies, according to CEO Jerel Kwek. Another specially formulated cat diet being made more available on retailer shelves, rather than by prescription only, is a high-water content food that can help cats with bladder problems, according to Spector. She also recommends pet owners feed a diet formulated with proper pH levels. The wider availability of these new cat foods means also that pet food manufacturers and retailers must do a better job of educating consumers about preventive diets, rather than relying on a veterinarian to do so when prescribing the food. David Yaskulka, vice president of marketing communications for Halo, says his company provides an educational website to help retailers understand the special cat diet products they are selling to customers. Petfood retailer Holistic Pet Center says it, too, goes to great lengths to educate consumers on preventative diets for cats by providing these foods with more space and signage in stores, as well as by bringing the special diets to street fairs, business events and other marketing opportunities.

Fancy Feast finishes 10th on marketer viral video list

Fancy Feast's "Storybook Wedding" cat food commercial was named to the list of Top 10 Viral Video Ad Campaigns on AdAge.com.

Visible Measures, an online video advertisement measurement provider, compiled the list, which focuses on brand-driven viral video ads that appear on online video-sharing destinations. Fancy Feast's cat food commercial created by AFG ranks as number 10 on the list.

Wellness natural pet food introduces new canned cat food formulas

Wellness offers its Cubed, Sliced and Minced cat cans in 12 varieties.

Wellness Natural Food for Pets introduced twelve new varieties of canned cat food.
Wellness Cubed, Sliced and Minced cat cans are 100% grain-free and contain no added artificial colors, flavors or preservatives, according to the company. In each recipe, Wellness says it included cuts of protein sources like chicken, turkey, salmon and tuna with sauces. The cat food is available in 3-ounce cans, at pet specialty retailers and natural food stores across the US.
The cat food is available in 12 formulas: Minced Chicken Dinner, Minced Turkey Entree, Minced Tuna Dinner, Sliced Turkey Entree, Sliced Chicken Entree, Sliced Salmon Entree, Sliced Turkey & Salmon Dinner, Cubed Tuna Entree, Cubed Turkey & Salmon Entree, Cubed Salmon Dinner, Cubed Turkey Dinner, Cubed Chicken Entree.

Natural Balance adds Platefulls cat pouches to petfood offerings

Natural Balance Pet Foods Inc. announced that the company will add Platefulls cat pouches to its pet food offerings in May.
The Platefulls pouches come in eight, grain-free formulas, including four indoor varieties and four regular formulas. The following formulas will be offered in 3-ounce pouches: Turkey, Chicken & Duck in Gravy; Cod, Chicken, Sole & Shrimp in Gravy; Chicken & Salmon in Gravy; Chicken & Giblets in Gravy; Indoor Turkey & Salmon in Gravy; Indoor Mackerel & Sardine in Gravy; Indoor Chicken & Chicken Liver in Gravy; and Indoor Salmon, Tuna, Chicken & Shrimp in Gravy. The company says its cat pouches do not contain corn, soy, wheat, artificial flavors or colors, and the pouches combine proteins, like duck, salmon, mackerel and turkey, with canola oil, biotin and flaxseed for a healthier skin and coat.
“We’re thrilled to introduce Platefulls to our growing cat product line, which gives our customers more variety when choosing wet formulas,” said Heather Govea, senior vice president of independent sales and corporate marketing at Natural Balance. “Full of flavor and loaded with vegetables, these new grain-free varieties are the perfect healthy meal."

Fancy Feast's March petfood commercial most likeable on Nielsen Co. index

Fancy Feast's  commercial featuring a couple meeting the parents and their cat topped the Nielsen Co. ranking of "Top Ten Best Liked New Ads" in March.
The 60-second commercial aired between March 1 and March 31, earning a score of 170 on Nielsen's Likeability Index. Others on the list included Subway, Tide and Jell-O.