Nestlé is expanding its petfood line with new product launches under its Purina PetCare division, which includes leading brands such as Friskies and Purina One, as reported by Fortune. The Swiss company plans to introduce a jelly-like cat food under the Purina Gourmet Revelations brand in three meat variations across Europe. Additionally, it will expand its mousse-based Fancy Feast Gems cat food in the US in the coming months.
The petfood category experienced significant growth during the COVID-19 pandemic as pet ownership increased, with Nestlé emerging as a top performer. Its PetCare division has been a major contributor to the company’s organic sales growth, continuing to post double-digit increases despite challenges from rising costs and consumer budget constraints.
Nestlé is shifting its focus from supply to innovation, responding to the growing trend of “humanising” pets. Dan Smith, global head of Purina’s strategic business unit, emphasized the company’s plans to expand product offerings and increase production capacity to meet rising demand.
Purina’s products, including premium petfood, are available in major retailers like Walmart and Costco in the US and Tesco in the UK, as well as in specialty petfood stores. The company plans to expand its mousse-like products to all mass retailers in the US in the near future.
In 2023, Purina PetCare generated CHF 19 billion (£16.2 billion) in sales. Nestlé CEO Laurent Freixe aims to further grow the division by 2025, with a target of CHF 100 million (£86.3 million) in incremental annual sales from new products such as pyramid-shaped cat food. The company plans to focus investments on its biggest brands to maximise impact and growth.
