Mars Petcare has launched a range of meaty casseroles under its Whiskas cat-food brand. The range is described as being complete and balanced, with natural-looking, meaty chunks providing a totally new Whiskas texture sensation for our furry friends.

Whiskas Casseroles is the latest innovation from Whiskas that earlier this year brought Creamy Soups to the category – a launch that drove premiumisation by attracting cat owners to the wet-food category. The new range of casseroles is available from January 2017 at an RRP of £4.50. It is served in single-serve pouches of twelve in best-selling flavours including Poultry, Fish and Fish & Meaty selections.

Also in 2017, Whiskas is set to expand its range of casseroles in the convenience channel with PMP packs at an RRP of £3.75.

Gina Head, Whiskas senior brand manager, said: “Our latest innovation, Whiskas Casseroles, with its meaty texture, looks just like the casseroles we love, as well as being complete and balanced to keep cats happy and healthy. It is sure to drive value growth for the cat category.”

Over the past 12 months, Whiskas has been transformed to deliver its best-ever recipes, in addition to featuring award winning life-stage messaging on pack.

The launch is being supported by a £10m media spend, which includes a brand-new Whiskas TV advert, set to hit TV screens in February 2017, as well as YouTube advertising and social media activity. Whiskas will also be launching a huge sampling campaign, in addition to platinum in-store activations and POS to drive shoppers to the pet food aisle.

From the 9th January, Whiskas will give pet owners the chance to win one of 100 premium casserole dishes when they try the new tasty product and review it online.