Purina launches a slow-cooked Gourmet range

Nestlé Purina is expanding its Gourmet cat food brand with the My Fresh Menu range, thereby capitalising on a trend that is gaining momentum in the wet food category: slow-cooked recipes inspired by home-cooked meals. The four varieties – chicken, turkey, salmon and sea fish – combine tender pieces with a vegetable garnish of carrots, spinach or tomatoes in a sauce; the chicken variety also contains olives and small pasta pearls.

The packaging is also new: for the first time, Purina is using single-portion pouches with a transparent window for wet food. It can be stored in a kitchen cupboard and is designed for one portion per opening. The window is intended to allow cat owners to see the recipe and ingredients whilst the product is still on the shelf, whilst also setting the packaging apart from the competition – according to the company, the design is inspired by a preserving jar.

The range has been available in Germany, Switzerland, Spain and Italy since the beginning of September; and is set to be rolled out across all European markets from early 2027. Elisa Riboldi, chief marketing officer at Purina Europe, explains that this is the company’s response to cat owners who apply the same standards of care and quality to their pets’ food as they do to their own meals. At the same time, Purina is further expanding its gourmet portfolio in the super-premium segment.