IAMS has responded to consumer desire by launching the new IAMS Naturally range, which offers highly digestible, naturally sourced ingredients rich in nutrients for visibly healthy, strong and happy pets.

Consumers have become increasingly aware of the ingredients that make up the food they eat, seeking out more natural options for themselves and their family in order to feel confident that they are providing a healthy and nutritious diet. With pets forming an integral part of the family, a similar focus has been placed onto pet foods, with consumers searching for naturally-sourced ingredients and nutritious foods for their pets too.

Since its birth in 1946 IAMS has been committed to providing pets with the highest quality nutrition and was the first company to introduce animal-based protein as the main ingredient in its foods for helping pets maintain muscle mass and remain healthy.

Now, with over 70 years of expertise in pet nutrition, IAMS has developed IAMS Naturally. This brand new range provides both cats and dogs with a 100% complete and balanced diet. The highly digestible ingredients means pets can absorb key nutrients from their food, helping them to look and feel great on the inside and out:

• Sustainably sourced fish promotes a healthy skin and coat
• Natural lamb, rice and vegetables aid healthy digestion
• Natural sources of protein make for strong lean muscles

With all products free from artificial flavourings, pets can enjoy their food while owners can be confident that they are providing them with quality meals.       

Celine Gustin, Senior Marketing Manager of IAMS UK comments: “At IAMS we are passionate about providing pets with the highest quality nutrition, and owners with the peace of mind that they are doing the best for their pets. That’s why we continually review our offering and continue to develop innovative products which respond to consumer needs.

"With the new IAMS Naturally range, pet owners can feel confident they are providing their pets with a high quality food. With the range’s careful selection of naturally-sourced and highly digestible ingredients, pets can absorb the essential nutrients they need to be strong and healthy, and owners can feel reassured through the visible benefits provided."

IAMS has developed a range of marketing materials to support retailers with the new launch and help drive consumers into store, including FSDUs, posters, animated banners, trade and consumer advertising, and an online video for use on catch-up TV and YouTube.

The range of materials will not only encourage visibility of products both in and out of store, but will also help to educate consumers on the need to provide their pets with quality, premium ingredients, ultimately driving consideration and purchase.

IAMS Naturally is available in dry and wet varieties for cats, and dry for dogs. The Naturally Dry food range for dogs and cats is made with naturally sourced and highly digestible New Zealand Lamb, as well as delicious North Atlantic Salmon. The Cat dry food also includes a fruit and vegetable blend to provide a natural source of fibre.

With no artificial flavourings or colourants added, owners can have the peace of mind that they’re providing their pets with a nutritious meal. For cats, there is also the delicious IAMS Naturally wet range. With no added artificial flavours or preservatives, the range boasts highly digestible and naturally sourced New Zealand Lamb, as well as North Atlantic Salmon, Ocean Cod and Wild Tuna flavours which also include fish and sunflower oils for a healthy skin and coat.

RRP £0.59 for single cat wet pouches, RRP £1.99 for cat dry 270g, and RRP £3.99 for dog dry 800g.

For more information visit the IAMS website at www.iams.co.uk.