Gourmet – the culinary-inspired cat food and trailblazers of the Cat Soup category – has unveiled a new packaging design.
The refresh, intended to enhance brand premiumisation, coincides with the brand clawing its way to a 15% share of the cat food market.
Encompassing a new brand logo, appealing food visuals and text positioning, the new packaging design aims to further differentiate between sub-ranges and flavours, as well as increasing premiumisation and stand-out key brand elements.
Gourmet Soup was voted the Product of the Year in the Wet Cat Food Category 2017. The award will feature prominently on Soup multi-packs.
The brand has also invested in cinema advertising for the first time. A 20-second ad featuring a connoisseur cat who communicates its Soups offer runs from October to December 2017.
Agathe Robert, Senior Brand Manager at Nestlé Purina, commented: “As the popularity of the Luxury Pet Care category continues to increase, we’re proud to see Gourmet at the forefront of activity. The Gourmet brand re-fresh is just the start of exciting new chapter, as the brand continues to grow and develop.”
