Purina One to launch Natural Balance cat food

Backed by a £2.5 million marketing campaign, the new product includes natural ingredients to capitalise on consumers’ growing desire for healthier, convenient food products for themselves and their pets.

Developed by Nestlé Purina veterinarians and nutritionists, Purina One Natural Balance is a complete and balanced recipe, with the same advanced nutritional profile as the Purina One parent brand.

Made with steam cooked meat or fish, the new product range also uses ingredients from natural sources such as blackcurrant and soya bean oil. In addition fibre-rich wheat, oat and wholesome grains help promote digestive health, while vitamin E and other antioxidants help support a healthy immune system and omega fatty acids a healthy skin and coat.

The launch of Purina One Natural Balance will be supported by a fully integrated marketing plan to build awareness, educate and drive trial.

The campaign will reach 2.5 million pet owners giving 85% coverage (vs. ABC1 Women aged between 25 and 44) with 17 OTS and will deliver 160,000 product samples to consumers.

Stephanie Case, Senior Brand Manager for Purina One comments: “Purina One continues to drive growth and build relevance to modern consumers through innovative new product development. Purina One Natural Balance has been carefully developed based on insight from our consumers who are demanding products that use natural ingredients as their awareness of health and diet issues increases.”

Purina One Natural Balance joins the existing Purina One range to help promote visible health in cats. Purina One Natural Balance Dry Cat is available from March.

Product Range:

• Purina One Natural Balance Dry Cat rich in Chicken with Oats 300g – £1.97 RRP
• Purina One Natural Balance Dry Cat rich in Chicken with Oats 800g – £4.65 RRP
• Purina One Natural Balance Dry Cat rich in Ocean Fish with Oats 800g – £4.65 RRP