Nestlé Purina has shrunk the size of its Felix As Good As It Looks catfood pouches by 15%, without reducing the recommended retail price.
The former 12x100g packs have been replaced by 12x85g ones in Tesco and Morrisons, with pre-promotional shelf prices in both supermarkets sticking at £5 – equivalent to a 16.7% price increase per 100g of product.
The Grocer understands Nestlé Purina’s rrp for the 12-packs of pouches has stuck at £4.99, despite their reduced weight.
A Nestlé Purina spokeswoman confirmed the move, stating: “As part of our transition into new mono-material pouches, all Felix As Good As It Looks products are moving to a new 85g pouch weight.
“The decision to reduce the pouch weight as part of that transition was based on research showing that cats typically consume less than 100g of food in one sitting.
“With this new, more ideal pouch weight, we aim to prevent wetfood from drying out and ensure cats have fresh wetfood in every meal.”
The new, 85g mono-material pouches can be recycled through supermarket collection points in the UK, and at kerbside in Ireland.
It comes as the retailers are reducing the shelf prices of comparable own-label pouches, with base prices dropping by an average 15% year on year across the traditional big four supermarkets, Waitrose, Aldi and Lidl, according to Assosia data used in The Grocer’s KVI Tracker [52 w/e 16 January 2025].
The price of Morrisons Tasty Meaty Feast pouches (12x100g) dropped by 27.1% to £2.55 earlier this month, the data shows.
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