Nestlé Purina expands innovative cat food range

GLOBAL – Nestlé Purina PetCare is expanding its pyramid-shaped wet cat food in Europe and the United States, reinforcing its commitment to premiumisation and innovation in pet nutrition. 

This move aligns with Nestlé’s broader strategy of focusing on “fewer, bigger, and better” innovations to drive category growth and enhance the feeding experience for cats and their owners.

In Europe, Purina is introducing a new jelly-based variant of its Gourmet Revelations range, featuring finely diced tender cuts in a transparent jelly. Available in salmon, chicken, and white fish flavors, the new line will launch across 15 European markets in 2025, with further expansion planned for 2026.

Purina’s feline behavioral research underscores the importance of shape and texture in a cat’s eating experience. The pyramid-shaped jelly format is designed to encourage natural feline eating behaviors, including wide biting, licking, and chewing. 

This new addition complements the existing Gourmet Revelations mousse-based pyramid, known for its delicate texture and cascading gravy.

A key feature of the innovation is Purina’s patented ‘easy release’ packaging, which ensures the food maintains its distinctive pyramid shape when served. 

This design eliminates the need for cutlery or additional handling, providing pet owners a clean and convenient feeding experience.

In the United States, Purina’s largest market, the mousse-based pyramid format is sold under the Fancy Feast Gems brand. 

Following a successful limited launch, Purina is now expanding distribution nationwide across mass retailers, reflecting strong consumer demand for premium wet food options.

Sheri Smithey, Head of Nestlé R&D for PetCare, emphasised the significance of this innovation:

“We are excited to unveil our latest addition to the Gourmet Revelations range: a delicious new wet cat food variant featuring our patented pyramid shape. This innovation stems from our deep understanding of feline preferences and their unique eating behaviors.”

Growing demand for premium pet food

Dan Smith, Head of the PetCare Global Strategic Business Unit, highlighted the emotional connection between pet owners and their pets, which continues to drive premiumisation in the industry:

“More than 70% of pet owners see their pets as family members and seek ways to express love and care—food being one of the most significant aspects of that bond. Our patented packaging design is unique in the category and helps elevate the serving experience for pet owners who want to pamper their feline companions.”

Nestlé’s investment in innovative pet food aligns with its broader strategy, as outlined during its recent Capital Markets Day. The pyramid-shaped wet cat food is one of six “big bets” the company focuses on to drive growth in 2025. 

These initiatives emphasise enhancing the consumer experience while leveraging Nestlé’s expertise in R&D, category innovation, and large-scale production.

Pet care remains one of Nestlé’s fastest-growing business segments, with wet cat food playing a particularly crucial role. 

Globally, wet cat food accounts for approximately 30% of Purina’s total sales, with Europe leading in market demand. In many European countries, cats outnumber dogs as the most popular pet, further driving growth in this segment.

The premiumisation trend in pet food continues to accelerate, with owners increasingly seeking high-quality, gourmet-style pet meals. Elevated feeding experiences, novel textures, and convenient packaging have become key differentiators in the competitive pet food market.

Market analysts project that global pet populations, particularly cats and small dogs, will continue to grow over the next five years, albeit at a slower pace.

However, the demand for premium pet food is expected to remain strong as owners prioritise quality, convenience, and innovative feeding solutions for their pets.

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