Mars Petcare is helping retailers trade their customers up by launching Perfect Fit, a new brand for cats and dogs.
The cat range is available in chicken, salmon and turkey flavours, which are designed for kittens, adults and senior cats.
The four-strong dog range is launching in February and comes in junior, adult and senior for big and small dogs.
The company is urging convenience retailers to stock the products in 190g and 750g packs for cats, RRP £1.39 and £4.49, and 825g packs for dogs, RRP £3.
Elen Gyulnazaryar, Perfect Fit brand manager at Mars Petcare, said: “The biggest part of the market will be adult and senior, but if retailers have more space stocking the other products will ensure a great market coverage.”
The launch will be backed by TV advertising, as well as sampling and digital activity.
“One of the reasons shoppers do not currently buy premium is that it is so specialised that the everyday shopper cannot justify the price. This is a mainstream brand that encourages shoppers to trade up in a way that is easy to understand,” she added.