Felix Takes the Pet Food Industry by Storm with ‘As Good as It Looks’ Line

Felix takes the pet food industry by storm with ‘As Good as It Looks’ line, creating a buzz within the industry and pet lovers alike. The brand, owned by Nestlé Purina PetCare, launched the line in 2003, and since then, it has become one of the most popular cat food ranges worldwide.

The ‘As Good as It Looks’ range consists of wet cat food, featuring chunks of meat and fish in jelly or gravy. The unique aspect of the range is that it offers cat owners the ability to see the quality of the ingredients before opening the can. The translucent jelly or gravy allows pet parents to see the high-quality protein sources that are included in the recipe.

The launch of the range signaled a change in the pet food industry, as it revolutionized how cat food was marketed. Traditionally, cat food was marketed toward cat owners, featuring pictures of cats on the packaging. However, Felix’s ‘As Good as It Looks’ range aimed to appeal directly to cats, focusing on their preferences and tastes.

The brand invested heavily in research and development to create a product that would appeal to cats. Purina developed a formula that incorporated a specific ratio of meat to jelly or gravy, designed to mimic the texture of prey animals that cats hunt in the wild. As a result, the range has become a huge hit with cats, satisfying their taste buds and nutritional needs.

The range was also marketed through innovative campaigns that aimed to showcase the texture and quality of the ingredients. The brand launched a series of TV adverts featuring close-up shots of cat food and cats licking their lips in anticipation of the meal. The adverts quickly became a hit, with the brand’s marketing campaign winning several awards.

Since its launch, the range has continued to grow in popularity, with Felix becoming a leading brand in the pet food industry. The ‘As Good as It Looks’ range has expanded to include a variety of flavors and textures to satisfy different cat’s preferences.

The success of Felix’s ‘As Good as It Looks’ range highlights the importance of putting the preferences of pets at the heart of product development. By focusing on cats’ tastes and developing products that appealed to them, Felix was able to stand out in a crowded market and create a range beloved by pet owners worldwide.

In summary, Felix has taken the pet food industry by storm with its innovative ‘As Good as It Looks’ line. By investing in research and development and marketing campaigns that appealed to cats, Felix revolutionized how cat food is marketed, becoming one of the leading brands in the industry. The success of the range highlights the importance of putting pets’ tastes and preferences at the heart of product development, and the brand’s commitment to quality and innovation.