Purr & Meow, sister brand of Pooch & Mutt, unveils a refreshed identity, upgraded recipes and new range architecture.
The refresh brings the same wellbeing-led nutrition, expert-backing and premium positioning to the cat industry that has made Pooch & Mutt the trusted dog health brand across Europe.
The refresh follows Pooch & Mutt’s major rebrand in January, which repositioned the business as ‘for all breeds & needs’, as no pet is the same. Purr & Meow now brings the same philosophy to cats, with nutritious, functional recipes designed to support them through every life stage and wellbeing need.
Every recipe is made with carefully selected, functional ingredients to support cats from the inside out, with a particular focus on gut health. Across the range, ingredients including Prebiotics and Postbiotics, Psyllium Husk, Apple and Mojave Yucca help support healthy digestion and overall wellbeing.
Paul Dennison, CEO of Pooch & Mutt, comments: “The new Purr & Meow identity has been created to give cat owners a brand they can trust. The cat food category continues to premiumise, and we believe there is a clear opportunity to stand out with strong shelf appeal, functional nutrition and products that feel genuinely tailored to cats’ different needs.
“As part of the Pooch & Mutt family, Purr & Meow benefits from years of experience building one of the most trusted health-led brands in the dog space. This rebrand gives Purr & Meow the foundations to follow that same path, with clearly defined ranges, high-quality recipes and expert-backed products.
“Longer term, our ambition is for Purr & Meow to become a much bigger part of the business, with the same level of innovation, expertise and range development that shoppers and retailers now associate with Pooch & Mutt.”
The Purr & Meow portfolio is currently divided into two key ranges: Primal and Superfoods.
The Purr & Meow Primal range is positioned as the brand’s premium, ancestral-style collection. It includes complete Wet and Dry foods packed with natural animal proteins and superfoods and the brand’s first ever Jerky. The range is designed to help fuel energy, support lean muscle maintenance and build a strong, healthy body.
Primal products include:
Salmon Complete Dry Food with Turkey & Herring and Duck Complete Dry Food with Turkey. 80% from natural animal sources. RRP £19.49, 1.5kg.
Salmon Paté Complete Wet Food with White Fish and Turkey Paté Complete Wet Food with Duck. 94% from natural animal sources. RRP £19.80 x12 85g pouches.
Salmon, Sprat & Trout High Protein Jerky. 85% Fish. RRP £2.75, 90g.
The Purr & Meow Superfoods range has been developed to offer a more affordable everyday option while still delivering functional nutrition. Covering Kitten, Adult, Senior and Indoor cat life stages, the range is designed to support cats with targeted recipes for digestion, skin and coat, joints, cognitive development and everyday vitality.
Superfoods products include:
Turkey, Sweet Potato & Pumpkin Complete Dry Food (available in Kitten, Adult, Senior and Indoor). RRP £11.99, 1.5kg.
Complete Wet Food with Turkey Fillets in Gravy (available in Kitten, Adult, Senior and Indoor). RRP £13.20 x12 85g.
The pricing structure of the Primal range has been adjusted from existing products to reflect upgraded recipes. The NEW Superfoods range will launch alongside Primal to ensure the brand continues to appeal to cat owners looking for accessible, everyday nutrition without compromising on quality.
The new identity and packaging launches today across Purr & Meow’s D2C site: https://www.poochandmutt.co.
