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Article: Variety, premium spice up cat's diet.(marketing of cat food)
- Article from:
- Grocer
- Article date:
- November 3, 2007
CopyrightCOPYRIGHT 2007 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Cats are certainly being cosseted by owners willing to fork out on their moggies: the average catfood buyer spends 4.13 [pounds sterling] more annually than they did last year, while dogfood buyers are only forking out an extra 1.85 [pounds sterling], says TNS.
Most of Purina's brands now offer pet owners the chance to trade up, such as Felix As Good As It Looks and, more recently, Felix Roasted. "People have a real affinity with Felix as reflecting their own cat and they want a relationship with the brand," says customer development director Andrew Harding.
Sheba purchasers have the opportunity to strengthen their relationship with their cats even ...