New Iams Multi Cat
45% of cat owning house holds in the UK have more than
one cat – this is nearly 70% of the cat population
living in multi cat households.
92% of these house holds feed the same food, normally
from the same bowl.
Owners recognise the different nutritional needs of
their different cats but it is difficult and inconvenient
to feed them separately.
This results in a compromise in nutritional benefit.
NEW Iams Multi Cat The first Multi Cat formula in the
market which provides optimal nutrition for all adult,
mature and senior cats in a multi cat household.
Iams multi cat is the first food to address the multiple
and varied physiological and behavioural needs of cats
and owners in multi cat households without compromising
on pet health.
IAMS Multicat – Questions and Answers
Q. If Multicat covers all nutritional needs, why should
retailers continue to offer a full lifestage / lifestyle
line-up on IAMS?
A: Multicat is clearly named and positioned towards
households with more than one cat, and in tests most
consumers understand this quickly. Multicat formula is
by definition a nutritional compromise. Whilst a cat that
tends towards under- or over-weight, hairballs, or is
senior in age will do better on Multicat than on a
standard maintainance diet, need-specific diets like
Senior or Light address those specific individual needs
better, where they can be fed exclusively (ie in single
cat households).
Q. Can Multicat be fed to literally ALL cats?
A. Multicat is safe to feed to all cats, but we would not
recommend it for Kittens (less than 1 year old), or cats
with serious problems of under- or over-weight.
Q. Why do we offer a mixed meat and fish flavour? – no
other brand does this in a single product. Will animals
and consumers like it?
A. Cats can be sensitive to taste and with multiple cats
in the same household it makes sense to broaden the appeal
of the diet to all the cats’ taste preferences as much as
possible. No other brand has a Multiple cat food so we’re
the first to bring such an innovation to the market.
The US product is available in the dual ‘chicken and fish’
flavour, and this has proved popular with consumers and cats
alike.
Q. Why is Multicat priced at a premium to Adult?
A. Multicat contains multiple premium added ingredients,
delivering multiple added benefits, versus IAMS Adult.
Q. Why no 300g trial size?
A. The average number of cats in a Multicat Household in
Europe is 2.5. Therefore an average Multicat Household will
feed 125g of product per day, so a 300g bag would only last
2 days. Given that in order for any outwardly noticeable
benefit to be observed in the cats the diet would need to
be fed for a minimum of 2 weeks, we regard the 1kg size
(avg. 8 days supply) as the absolute minimum quality trial
size.
