Spillers pursues slice of top catfood sector


Spillers is moving into the premium catfood market with the launch of Purrfect, which will be presented to the trade imminently.

The launch of the new brand comes a month after Dalgety’s acquisition of Quaker’s European petfood business. Purrfect adds to the company’s existing mixed bag of brands, including Dalgety’s Arthur’s and Quaker’s Felix.

Spiller’s agency Bartle Bogle Hegarty will be developing advertising for Purrfect. Design company Ziggurat is responsible for its packaging design.

The brand will take on Mars’ premium catfood brand Sheba.

A recent Euromonitor report says the UK catfood market

has reached saturation point. Mars-owned Whiskas is the market leader – half of all cat owners purchase one of the Whiskas range (MW Brandtrack, March 17).

The launch of Purrfect comes at a time when Spillers is undergoing a shake-up following its 442m acquisition of Quaker’s petfood business.

The two companies are being integrated, and the main task now is to deal with the various petfood brands that are jostling for position alongside each other.