WHISKAS

What WHISKAS does

WHISKAS is a global cat food brand established in 1958 and currently operated as a wholly-owned subsidiary of Mars Petcare UK, which is itself part of Mars, Incorporated. The brand offers a diversified cat nutrition portfolio spanning dry food (signature crunchy pockets with creamy centres), wet food in jelly and gravy formats, cat treats, and cat milk, with products segmented by life stage across Kitten (up to 12 months), Adult 1+, Senior 7+, and Senior 11+ categories. The portfolio includes 17+ sub-brands such as TEMPTATIONS, MILKY TREATS, CLASSICS, SUPERFOODS, AROMATIC, DUO, DENTABITES, and functional treats including Relax & Unwind, Groom & Care, and Pounce & Play. Product formulations are developed in collaboration with the Waltham Petcare Science Institute and emphasise complete and balanced nutrition with 90% animal protein content, added vitamins and minerals, taurine, and essential fatty acids.

WHISKAS generates revenue through consumer goods sales distributed primarily via major UK supermarket chains (Tesco, Asda, Morrisons, Sainsbury's), pet specialists (Pets at Home), and online marketplaces (Amazon UK, Ocado), complemented by direct-to-consumer sample offers and email newsletter welcome discounts. The brand maintains dedicated localised websites across more than 40 countries spanning Europe, North America, South America, Asia Pacific, and Africa. Marketing is executed through content (blog, Purrcast podcast/video series), social media (Instagram, Facebook, Twitter, YouTube), email, and promotional partnerships including a 2023 Guinness World Records collaboration on the world's loudest cat purr.

WHISKAS operates as a strategic operating brand within the Mars Petcare division, with no external funding rounds, M&A activity, or independent corporate governance structures. The UK brand management team comprises 51 employees based in Slough, Berkshire, while revenue, profitability, and detailed headcount data are not publicly disclosed at the brand level.

Name

WHISKAS

Legal name

WHISKAS®

Website

https://whiskas.co.uk

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

51–100 employees

Short description

WHISKAS is a global cat food brand owned by Mars Petcare UK, selling dry food, wet food, treats, and milk across life stages to cat owners in 40+ countries, distributed through major UK supermarkets and online retailers.

Ownership category

akta.pro rank

Product category

Cat Food / Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (45991)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Functional & Veterinary Diet Pet Food (CRADAFAF)

akta.pro secondary industry

Pet Treats & Chews (AFADAFAF)

Keywords

• Cat food products
• Cat nutrition
• Pet food manufacturing
• Wet cat food
• Cat treats

Headquarters

HQ city

Slough

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Cat food products: WHISKAS generates revenue through the sale of cat food products including dry cat food, wet cat food in jelly and gravy, cat treats, and cat milk. Products are sold through retail partners and direct-to-consumer channels.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

WHISKAS manufactures and sells packaged cat food products, including dry cat food, wet cat food in jelly and gravy, cat treats, and lactose-reduced cat milk. Products are segmented by life stage (kitten, adult 1+, senior 7+, senior 11+) and developed in collaboration with the Waltham Petcare Science Institute to deliver complete and balanced nutrition with vitamins, minerals, taurine, and essential fatty acids.

Product overview

WHISKAS is a comprehensive cat food brand owned by Mars Petcare, offering a diversified portfolio of cat nutrition products. The core product lines include Dry Cat Food (with signature crunchy pockets with creamy centres), Wet Cat Food (available in jelly and gravy formats), Cat Treats, and Cat Milk (98% lactose reduced). Products are segmented by life stage: Kitten (up to 12 months), Adult 1+, Senior 7+, and Senior 11+. The brand features multiple sub-brands including TEMPTATIONS (pocket treats), MILKY TREATS, CLASSICS, SUPERFOODS, AROMATIC, and DUO. WHISKAS also produces functional treat lines including Groom & Care (skin and coat support), Relax & Unwind (calming), and Pounce & Play (vitality), as well as Crunch Tasty Topping complementary food toppings. The brand complements its product range with the Purrcast content platform featuring educational cat care videos and podcasts.

Differentiator

Problem solved

Functional benefit

Brands

• AROMATIC: Wet cat food selection variety
• MILKY TREATS™
• CRUNCH TASTY TOPPING
• CLASSICS
• DUO
• MIXED MENU
• DENTABITES
• TEMPTATIONS™
• CHEF'S CHOICE
• COUNTRY COLLECTION
• FISH FAVOURITES
• MEATY MEALS
• POULTRY FEASTS
• GROOM AND CARE
• RELAX AND UNWIND
• SUPERFOODS

Products and services

• WHISKAS Dry Cat Food Crunchy dry cat food featuring signature pockets with a creamy centre, offered in multiple life-stage variants. Sold to cat owners through UK supermarkets, pet retailers, and online marketplaces.
• WHISKAS Wet Cat Food Wet cat food available in jelly and gravy formats across life stages and flavour variants including Classics, Superfoods, Aromatic, Duo, and Mixed Menu. Designed for cats that prefer moist meals.
• WHISKAS Cat Treats Treats and snacks including dual-textured crunchy shell with creamy centre pocket treats, milk-based Milky Treats, Dentabites, Temptations, and Crunch Tasty Topping complementary food toppings.
• WHISKAS Cat Milk Specially formulated milk for cats with 98% lactose reduced formula, gentle on cat digestion. Available for kittens and adult cats.
• WHISKAS Kitten Food Cat food specially formulated for kittens up to 12 months of age, providing complete and balanced nutrition including higher fat and protein to support rapid growth and development.
• WHISKAS Adult 1+ Cat Food Complete and balanced nutrition for adult cats aged 1 year and older, with 90% animal protein of total protein content and no added artificial colours or preservatives.
• WHISKAS Senior 7+ Cat Food Cat food formulated for senior cats aged 7 years and older, tailored to their changing nutritional needs.
• WHISKAS Senior 11+ Cat Food Cat food designed for senior cats aged 11 years and older, addressing specific senior cat nutritional requirements.
• WHISKAS Relax & Unwind Adult Cat Treats with Chicken Dual-textured calming cat treats with chicken, containing taurine, B vitamins, and tryptophan for calmness. Less than 5 Kcal per treat.
• WHISKAS Groom & Care Adult Cat Treats with Chicken Dual-textured cat treats with chicken, zinc, and omega-6 for skin and coat health, containing green tea as a natural source of antioxidants. Less than 5 Kcal per treat.
• WHISKAS Pounce & Play Adult Cat Treats with Chicken Dual-textured cat treats with chicken, taurine and B vitamins for vitality. Less than 5 Kcal per treat.
• WHISKAS Crunch Tasty Topping Adult Cat Treat Biscuits Crunchy cat food topping for adult cats, flavoured with chicken, turkey and duck. Complementary cat food with added vitamins and minerals.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Almo Nature: Almo Nature is a European natural and holistic cat food brand sold in UK grocery and pet specialty, competing with WHISKAS on natural positioning and ingredient quality claims.
• Lily's Kitchen (Nestlé Purina): UK-based premium natural cat food brand competing for the same consumer in the same UK grocery channel; targets health-conscious cat owners with natural ingredient positioning against WHISKAS's mainstream offer.
• Applaws (MPM Products): Applaws is a UK-distributed natural cat food brand emphasizing high-protein, limited-ingredient recipes; competes in the same UK grocery and pet specialty aisles where WHISKAS is sold.
• Felix (Purina, Nestlé): Felix is Nestlé Purina's flagship mass-market wet cat food brand in the UK, directly competing with WHISKAS across grocery shelves with similar pouches-in-jelly and pouches-in-gravy formats and comparable price positioning.
• Purina ONE (Nestlé): Purina ONE is Nestlé Purina's mainstream dry and wet cat food brand sold in UK grocery, overlapping directly with WHISKAS's adult life-stage and complete nutrition positioning.

Broad incumbents

• Hill's Pet Nutrition (Colgate-Palmolive): Hill's Science Diet and Prescription Diet compete in the science-led, life-stage, and functional cat nutrition space where WHISKAS's senior and functional treat lines operate; broader incumbent with veterinary channel strength.
• Royal Canin (Mars Petcare): Royal Canin is a Mars sister brand focused on breed- and life-stage-specific premium cat and dog nutrition; comparable in life-stage and functional segmentation but operates at a higher price tier than WHISKAS.
• IAMS (Mars Petcare): IAMS is a Mars sister brand offering science-formulated dry and wet cat food in UK grocery, overlapping with WHISKAS on life-stage segmentation and protein-forward formulation.
• Sheba (Mars Petcare): Sheba is a Mars sister brand focused on premium portioned wet cat food; competes with WHISKAS in UK grocery within the wet food category but at a higher price positioning.

Regional players

• Bozita (Vetzyme/Bozita): Bozita is a Scandinavian cat food brand with European distribution; comparable in complete and balanced cat nutrition but with limited direct UK grocery presence, making it more of a regional than head-to-head competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/whiskas_uk
• YouTubeyoutube.com/user/whiskasuk
• Facebookfacebook.com/WhiskasUK
• Instagraminstagram.com/whiskas.uk
• LinkedInlinkedin.com/company/whiskas

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WHISKAS