FELIX, the beloved British brand of cat food, has a rich and fascinating history that stretches back to the 1970s. Originally launched in Holland by Ralston Purina, FELIX quickly gained popularity and success. However, it wasn't until the brand was acquired by Quaker in 1982 that it truly flourished and became the household name it is today.
Under Quaker's ownership, FELIX introduced a groundbreaking product that revolutionized the cat food industry. Their unique "chunks in jelly" formula became an instant hit with feline enthusiasts everywhere, offering a delectable and highly palatable option for their beloved pets. The combination of tender chunks of meat in a delicious jelly proved to be irresistible to cats, and FELIX quickly became known for its exceptional taste and quality.
But FELIX didn't stop there. They recognized an opportunity to showcase the authentic bond between cats and their owners. Unlike other cat food advertisements that portrayed idealized images of cats, FELIX understood that consumers saw their feline companions as mischievous and fun-loving characters with unique personalities. In 1989, the brand underwent a re-launch, complete with a reformulated product, fresh packaging, and an innovative advertising campaign featuring a new animated character.
This iconic mascot, a cheeky black and white cat named "Felix the Cat," quickly became synonymous with the brand and is still prominently featured on FELIX packaging to this day. The re-launch proved to be a resounding success, propelling FELIX to new heights of popularity and cementing its place in the hearts of cat owners worldwide. The mischievous and playful nature of Felix the Cat perfectly captured the essence of the brand and resonated with consumers on a deep level.
Throughout the 1990s, FELIX expanded its reach across Europe, captivating cat lovers in every corner of the continent. Ownership of the brand changed hands multiple times, with Quaker selling it to Spillers in 1995, and Spillers eventually being acquired by Nestlé in 1998. With the formation of Nestlé Purina in 2001, FELIX once again found itself a cherished member of the Purina family, benefiting from the resources and expertise of one of the world's leading pet care companies.
Despite the various changes in ownership and different brand names in different markets, the essence of FELIX has remained unchanged since its re-launch in 1989. The brand has consistently delivered high-quality cat food that satisfies the taste buds of even the most discerning feline palates. FELIX has delighted consumers for over 30 years, earning their trust and loyalty through its commitment to providing nutritious and delicious meals for their beloved pets.
Today, FELIX is a global brand with a presence in Europe, Asia, Oceania, and Latin America. It offers a wide range of irresistibly tasty cat food options in various flavors, textures, and formats. Whether it's the meaty goodness of their meals or the scrumptious gravy that accompanies them, FELIX has something to satisfy every kitten and cat, ensuring they receive the nutrition they need and the taste they crave.
FELIX has come a long way since its humble beginnings. The brand has remained true to its core values of providing cats with delicious and nutritious meals. FELIX has become a trusted name in the pet food industry, loved by cat owners around the world for its commitment to quality and its understanding of the unique bond between cats and their human companions.