PURINA PetCare has once again shown that it is committed to innovation by being the first pet food manufacturer in the industry to launch a cat food product specifically aimed at reducing tartar accumulation in just 28 days. The new FRISKIES DENTAL-ICIOUS Formula offers the plaque-reducing benefits of an active ingredient that has been included in the kibble coating, adding to the beneficial ‘abrasion’ effect of dry cat food. Since it is difficult to brush a cat’s teeth, most owners avoid this task and research has shown that consumers have considerable interest in the concept of a self-administering format of dental care such as in a snack, chew or via food.

This active ingredient in FRISKIES DENTAL-ICIOUS reacts with the bacteria in the cat’s mouth preventing the bacteria from combining with the saliva and food debris, thereby minimising the accumulation of plaque. This formula is also 100% fortified with vitamins and minerals to give the cat complete and balanced nutrition, ensuring that they live a long and healthy life. Trials that were undertaken at the PURINA PetCare Centre in St Louis in the USA, in a control versus test diet regime, proved that cats that were fed on a diet with this active ingredient in the coating of the kibbles had significantly less tartar accumulation after 28 days than those on the standard dry diet.

Just like humans, cats are also susceptible to tooth decay and plaque build up. In fact, 50 percent to 70 percent of all cats will have some form of dental problems by the time they turn three, with 85 percent of cats developing dental problems at some stage in their lives.  By offering the consumers FRISKIES DENTAL-ICIOUS, they are now able to care for their cats’ teeth in an easy and tasty way.

By introducing the DENTAL-ICIOUS Formula into the FRISKIES range, PURINA PetCare is adding news to the category by bringing new products to the market. Every FRISKIES variant now includes the DENTAL-ICIOUS Formula and it is now available in stores nationwide.