Sheba has launched a new Fresh Choice range, designed for smaller meals spread throughout the day.

Each Fresh Choice 50g pouch equates to one meal, and is designed so that cats can have a fresh meal from a new packet every time. “Cats naturally prefer small, frequent and fresh meals throughout the day, and the new Sheba Fresh Choice Mini pouches have been designed with this in mind," said Julia Nicoara, Sheba Brand Manager at Mars Petcare.

This new format is a great way to give cats smaller, succulent and well-balanced meals more often and give owners an excuse to provide their cats that extra bit of love and attention which we know they enjoy.”

Available at an RRP of £1.99, each pack contains six pouches.

Sheba will be supported by £4.6million of through-the-line activity, including in-store, advertising and PR support.

Retailers are advised to stock up on this latest range in anticipation of heightened consumer demand.

"The Sheba brand, now worth £42m, continues to innovate in the Super premium category to give consumers and their cats the quality and variety the look for," added Julia.

For more information visit www.mars.co.uk