In This Issue
Could this award-winning product take the market by storm?
ASA dismisses complaint against TV ad for Go-Cat
PATS Telford breaks 2,000-visitor mark…AGAIN!
Picture round-up from the pet extravaganza
Naturediet celebrates record sales of new range at PATS
Pictures from this week’s PetQuip Awards
HOWND wins double gold at PetQuip awards
Ceva ensures that ADAPTIL sales ‘rocket’ with TV advertising campaign
Beco Pets cleans up on East Sussex beach
Get your own copy of Pet Trade Xtra
Town hit by shock pet shop closure
Lily's Kitchen appoints new CEO as founder steps into different role
Vital initiative offers new every day lower price across the entire KONG range
Icing on the cake at CSJ trials
Milo’s Dog Running joins the True Instinct pack
Senior executive quits Bank of America for pet retailer
The best of the previous Pet Trade Xtra
Lifetime Achievement Award for John James
PetQuip Award winners revealed at glitzy event
PATS Telford 2018 New Product Awards revealed
HayPigs! secures deal to stock over 150 Petbarn stores in Australia
BSB Products introduces Martin Seller Pet Accessories to UK
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ASA dismisses complaint against TV ad for Go-Cat
 

The Advertising Standards Authority has dismissed a complaint against a TV ad from Nestle Purina for its Go-Cat brand. The complainant challenged whether the statement “healthy, happy cats” was misleading and could be substantiated but the ASA ruled that consumers would understand Purina’s claim that its range of 12 Go-Cat cat foods were all capable of helping to maintain a balanced and nutritious diet for cats.

 

A TV ad for the pet food brand Go-Cat was seen on 3 March 2018. A voiceover stated: “This is an announcement. Go-Cat now has no added artificial colours with the same great taste. Here's the proof …” A video then played and showed cats playing and jumping. The voiceover then said, “Healthy, happy cats. Go-Cat, for happy, healthy cats with no added artificial flavours, preservatives and now with no added artificial colours.”

 

In response to the complaint Nestlé Purina said Go-Cat delivered 100% complete and balanced nutrition and was carefully formulated to include a combination of proteins, vitamins and minerals that cats needed. They said their experience was in cat nutrition and with the support of specialist software they were able to calculate the correct nutrients for every product.

 

In its assessment the ASA stated:

“We were provided with reports that showed the nutritional profile of all of Go-Cat products against FEDIAF guidelines, which showed that the ingredients in the cat food met recommended FEDIAF standards, meaning that they contained the necessary nutrients under an EU Regulation for the sale of pet food to constitute a ‘complete pet food’. We were also provided with reports from two random batch tests of Go-Cat products, which showed those products also met those FEDIAF standards.

 

“We understood that the purpose of the FEDIAF guidelines was to contribute to the production of nutritionally balanced pet food, while complying with EU legislation and to help pet food manufacturers assess the nutritional values of practical pet foods for healthy animals.

 

“Because the evidence showed that the 12 Go-Cat products were capable of helping to maintain a balanced and nutritious diet in cats, we concluded the claim had been substantiated and was not misleading.

 

The full ruling can be read here https://www.asa.org.uk/rulings/nestle-purina-petcare--uk--ltd-a18-444151.html

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