Felix (cat food) facts for kids
Current logo
|
|
| Industry | Cat food |
|---|---|
|
Area served
|
Europe |
| Parent | Nestlé Purina PetCare Company |
Felix is a very popular brand of cat food. It's currently owned by Nestlé Purina PetCare, which is part of a big Swiss company called Nestlé.
Felix makes many different kinds of food for cats. This includes wet food in pouches and tins, as well as dry cat biscuits and tasty treats. You might know Felix best from its fun mascot, a black and white cat. This famous cat has been the face of the brand since 1989!
Contents
The History of Felix
How Felix Began
Felix Catfood Ltd started a long time ago, even before the Second World War. They first made dry cat biscuits. Their only factory was in a town called Biggleswade in England.
In 1970, a company called Quaker Oats bought Felix. They wanted to grow their pet food business in the UK. Production then moved to Quaker's factory in Southall, west London. That's when Felix started making new types of food, including wet food in tins.
Felix Gets a Makeover
During the 1980s, Felix was having a tough time. Big shops were thinking about stopping selling Felix products. This was because sales were low, and other brands (and even the shops' own brands) were selling more. At that time, Felix only sold 6% of the cat food in the UK. The top brand, Whiskas, sold over 50%!
To fix this, Felix was re-launched in 1989. They introduced new products and their famous black-and-white "Felix" cat mascot. After a huge advertising campaign in newspapers and on TV, Felix's sales grew a lot across the UK and Europe. By 1996, Felix had even become the top cat food brand in the UK! Whiskas's share dropped to 24%. However, Whiskas later became the top brand again.
New Owners for Felix
Quaker Oats sold Felix to Spillers in 1995. Spillers was owned by another company called Dalgety plc. Then, in 1997, Felix was sold again, this time to Nestlé.
In 2023, the famous singer Robbie Williams became the new voice for Felix cat food. He sang a song called 'It's Great to be a Cat' for a new advertising campaign.
Where Felix is Sold
Felix is owned by Nestlé Purina PetCare Company. You can find Felix cat food in many countries around the world. These include Australia, Russia, the United Kingdom, Belgium, Slovenia, Ukraine, the Republic of Ireland, the Netherlands, Germany, Austria, Liechtenstein, Switzerland, and Chile.
In some countries like France, Italy, Greece, Sweden, and Denmark, Felix is sold under the name Pussi. In Finland, it's called Latz. The brand also sells cat milk.
Since 2018, Felix has mostly stopped making wet food in tins for the UK market. This is because more people now prefer to buy wet food in plastic sachets.
