Whiskas pouches get permanent price mark

Exclusive to the independent retail sector, the price marked packs will help retailers attract new customers and capitalise on the booming Wet Cat Single Serve market, which is in growth by +15%.

The price mark will appear on 12x100g packs of Whiskas Favourites and Whiskas Fisherman's Choice both at £3.50.

"Pouches such as Whiskas are the most popular option for pet owners in the convenience channel as they offer convenient, easy to serve food which provides pets with a fresh, nutritious and quality meal," says Mars Petcare trading director Trevor West.

"By giving pet food customers what they want and demonstrating that they are being charged a fair price for their pet food, retailers can look to build on the lucrative spending power of pet food shoppers by maintaining traffic flow to their pet food fixtures in store."

Research from Mars reveals that the Petfood shopper shops in convenience outlets nearly five times per week (4.7) and spends an accumulated average of £56.07, almost three times more than the average convenience shopper.

The new Steam Cooked range from Whiskas was launched in September 2007 and is available in 12, 24 and 48 packs, containing fresh, meaty and nutritious ingredients.

The Whiskas Steam Cooked range was developed in response to increased consumer demand for fresh, meaty and nutritious food. Mars research revealed that the best way of achieve this was through steam cooking food, which preserves the taste and natural nutrition of food.

"Retailers should look to ensure they are stocking the best selling pet food categories and brands in order to capitalise on the spending power and impulsive nature of pet food shoppers," continues Trevor West. "By working with convenience channel retailers, Mars Petcare is committed to growing the Petfood category for the whole channel."

Whiskas continues to maintain its position as the No. 1 cat food brand in the UK, worth over £233m and has a market share of 39%. Whiskas Core Pouch has a 48% share of the Single Serve sector.