Relaunch puts palatability first

After nine years on the market, Austrian premium cat food brand CAT’S LOVE is entering a new chapter. For its comprehensive relaunch, the brand has reviewed every aspect of its portfolio – from recipes, textures and palatability to product innovation and brand design. The new range will be available at retail from November 2026.

At the heart of the relaunch is one decisive factor: acceptance. Cats are highly individual eaters, with strong preferences when it comes to taste, aroma and texture.  

CAT’S LOVE has therefore further developed its recipes, expanded the range with new textures and product concepts, and placed palatability at the centre of product development.

A particular highlight is the new dry food range featuring modern freeze-dried coating technology. The freeze-dried turkey powder is applied to the kibble as a coating, helping to preserve its natural aroma and taste. The result is an especially appealing sensory profile designed to support high acceptance – while bringing a new level of innovation to the CAT’S LOVE dry food portfolio.

The wet food range has also been expanded with new textures and recipes, giving cat owners more choice to match their cat’s individual preferences. Across the portfolio, CAT’S LOVE continues to build on its established quality standards: grain-free recipes, no added sugar, carefully selected ingredients and production in Europe with long-standing partners.

The relaunch is completed by a refreshed brand identity that combines premium positioning with more emotion and stronger product communication. The new packaging brings the loving relationship between cats and their owners to the forefront, while ingredients and food imagery create greater clarity at the point of sale.

‘We reviewed the entire CAT’S LOVE range from the cat’s perspective – from recipes and ingredients to aroma, texture and acceptance. The result is our strongest portfolio yet,’ says Katharina Miklauz, founder of CAT’S LOVE. After all, ’love is all you feed’, she adds.