Royal Canin is launching a new packaging format for its range of feline wet diets.
The company says the launch comes in response to research showing that more than three-quarters of pet owners (76%1) feed their cats wet food and almost half of wet cat products sold are in a canned format (48%2).
The current alutray packaging will be replaced by 195g cans, which Royal Canin says are easier to use and store, and which clients believe to be better value for money than other packaging formats.
The new cans will contain the same recipes as before, with the same balance of nutrients in each wet diet. They will consist of a loaf or mousse, providing a complementary texture to the chunks in gravy found in the equivalent pouched diets.
Royal Canin is also highlighting the benefits for veterinary practices: The cans are designed to provide greater clarity of display and on-shelf presence. They are also easier to stack for storage, and they meet an established demand.
Ian Williams, one of Royal Canin's small animal vets, said: "We believe the new packaging is an improvement on our established and popular range of wet Veterinary Diets for cats. The range is extensive which allows owners to follow a vet's nutritional recommendations without changing their pets' feeding habits, an excellent way to increase compliance."
The new canned format will be phased in as stocks are replenished, with the following cans being added to the Royal Canin range of wet feline foods: a new Renal and Urinary S/O can, joining the existing Recovery can within the range of Veterinary Diets; and a new Paediatric Weaning can within the Veterinary Care Nutrition range.
For more information about Royal Canin and the diets, visit www.royalcanin.co.uk.
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