P&G launches new Iams

P&G Petfood believes in innovation. After relaunching its "Eukanuba" dog food brand last year, the pet food manufacturer presented the new "Iams" for cats this spring.The new "Iams" cat food with PreBiotics has been on the market since April. It has an exciting fresh taste, with seven out of ten cats preferring it to the previous formula, according to a survey by P&G. The survey showed that the new formula proved to provide an even better taste and feeding experience than before."Cats are sensitive to the texture, aroma and taste of their food. A cat's sense of smell is 14 times stronger than a human's, which means that they really value their eating experience. The new Iams Cat technology locks in all the natural aroma and flavour of the food," explains David Morgan, a veterinarian at P&G.The company stresses the nutritional benefits of the food, particularly the inclusion of prebiotics and beet pulp fibre across its whole range to ensure intestinal health. According to P&G, chicken is the main ingredient and protein source to aid muscle development, while omega-3 fatty acids contribute to a shiny coat and healthy skin. The addition of vitamins and minerals across the entire range helps to complete and balance formulations. The new feeding experience means that more cats can now enjoy a great new taste, while their owners are reassured that they are receiving optimal nutritional benefits.Full range of variants"At Iams we've always believed that cats are carnivores, and should be fed accordingly - that's why our number one ingredient is chicken. Now we've even got the cat's vote to prove it," declares Nigel Stephenson, brand manager for Iams at Procter & Gamble.The manager is convinced that the new taste of Iams is designed to help trade more consumers up from mainstream grocery brands to premium nutrition, with the superior commercial proposition that this segment offers for retailers.To target all feline life stages and lifestyles, "Iams Cat" with PreBiotics comprises a full range of variants:Iams Adult in four flavours: succulent roast chicken, ocean fish, lamb and salmon;Iams Kitten with DHA for good brain and visual development for kittens and pregnant/nursing cats;Iams Senior with fish oil for healthy joints;Iams Multi-Cat, a unique diet formulated for multiple body types according to P & G;Iams Hairball, with a fibre system to help reduce the incidence of hairballs;Iams Light, with 30 per cent less fat for overweight or…