Purina PetCare expands pyramid-shaped cat food range
Nestlé Purina PetCare is expanding its pyramid-shaped wet cat food in Europe and the US, as Nestlé focuses on ‘fewer, bigger and better’ innovations.
In Europe, a new variant, made of a transparent jelly with finely diced tender cuts in three varieties, with salmon, chicken or white fish, will be launched across 15 markets under the Purina Gourmet Revelations brand. There are plans to roll out further in 2026.
The new cat food was developed with insights from Purina scientists into the impact of the product shape, which suggested that the jelly pyramid shape could encourage the full range of natural eating behaviours such as wide bite, lick-bite, lick and chew in cats.
The new addition pyramid-shaped jelly with fine cuts adds to the current Gourmet Revelations range in Europe, which provides a pyramid made of a delicate mousse with gravy.
The patented ‘easy release’ pots provides an easy serve, enabling the food to retain its pyramid shape as it’s released from the pot, without the need to use cutlery or clean up spills while serving.
In the US, Purina’s largest market, the company currently provides the mousse-based pyramid only, under the Fancy Feast Gems brand. In the coming months, it will expand the distribution of the mousse pyramid, taking a previously limited launch nationwide at all mass retailers.
“We are excited to unveil our latest innovation: a delicious new variant of our innovative wet cat food featuring our patented pyramid shape. This innovation stems from our deep understanding of the feline species and their unique tastes and behaviours,” said Sheri Smithey, Head of Nestlé R&D for PetCare. “Many consumers describe their cats as mousse, gravy or jelly lovers, so with this new texture, the Gourmet Revelations range can provide exquisite mealtimes to a wider range of feline connoisseurs!”
Dan Smith, Head of the PetCare global strategic business unit, said, “More than 70% of pet owners describe their pets as family members and are increasingly seeking ways to show love and affection towards their furry friends, and food is an important part of this. Our patented packaging design is truly unique in the category and helps to offer a premium serve, elevating the serving experience for pet owners who want to pamper their feline companions.”
As outlined in the recent Capital Markets Day, the pyramid-shaped food is one of six ‘big bets’ that Nestlé is targeting for growth in 2025. They all are designed to provide an elevated consumer experience and leverage the company’s leadership in R&D, category innovation and production expertise.
Pet care is one of Nestlé’s fastest-growing businesses in Europe and worldwide. Wet cat food makes up around 30% of Purina sales globally. Premiumisation of pet food and elevated experiences for pets and their owners continue to drive growth in the category.
In many markets in Europe, cats outnumber dogs as the most popular pet. Pet populations in key markets worldwide are projected to continue to grow over the next five years, especially cats and small dogs, although at a slower pace than the last five years.
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