The campaign stressed life-prolonging and health enhancing properties, but it had a few obstacles to overcome, as the products were up to 40% more expensive than competitors'. The company has yet to confirm speculation that it is to reformulate and relaunch the range in the autumn. Sales Sales of Iams dry cat food across multiple grocers totalled £23m for the year ending April 21 2002 according to Information Resources, with the canine version taking £12m. The main meal dry cat food category was worth £90m overall, a rise of 30.3%, while main meal dry dog food reached £112m, up 12.4%. The company says "Iams now has a 20% share of the dry food category and has proved a stimulus for growth in both dry pet food and premium quality lifestage pet nutrition. "Distribution has grown every month since launch and we have beaten the objectives set then. We achieved 85% awareness among cat and dog owners in the first year, more than three million pet owners tried Iams for the first time, and we had 100,000 returned response cards and very high repurchase rates. "As the first super premium petfood in UK grocery, we brought cutting edge nutritional technology such as specific adult and puppy diets and a hairball reduction diet for cats. We're adding a lamb & rice diet for dogs and there's strong marketing investment ahead." {{P&P }}

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