Misplaced Pages

Felix

Current logo
Industry	Cat food
Area served	Europe
Parent	Nestlé Purina PetCare Company
Website	Official website

Felix is a British brand of cat food currently owned by Nestlé Purina PetCare, a part of Swiss company Nestlé. It produces wet and dry food in both pouches and tins as well as dry cat biscuits and treats. The brand's mascot (since 1989) is a black and white cat named Felix.

History

Felix Catfood Ltd began as a manufacturer of dry cat biscuits, which started operations before the Second World War. It had a single factory in the English town of Biggleswade, Bedfordshire. The Quaker Oats Company acquired the firm in 1970 as part of its expansion into the UK pet food market. Production was subsequently moved to the Quaker's factory in Southall, west London, and a new product range (including tinned wet food) was introduced.

During the 1980s, the Felix brand was facing a potential de-listing by large retailers due to poor sales and competition with their own-label cat foods. Felix only held a 6 per cent share of the UK cat food market, whereas the brand leader, Whiskas, had over 50 per cent. To combat this, the brand was re-launched in 1989 with a new product range and its iconic black-and-white "Felix" mascot. After a large newspaper, and later TV, advertising campaign it dramatically increased its market share across the UK and Europe. By 1996, Felix had overtaken Whiskas as the brand leader in the UK, reducing the latter's market share to 24 per cent, though Whiskas subsequently regained its former title.

Quakers sold Felix to Spillers (owned by Dalgety plc) alongside its whole European pet food division in 1995, and it was subsequently sold to Nestlé in 1997.

In 2023, Robbie Williams became the new voice of the brand Felix cat food with his track 'It's Great to be a Cat' for a new advertising campaign.

Distribution

It is owned by Nestlé Purina PetCare Company and sold in Australia, Russia, the United Kingdom, Belgium, Slovenia, Ukraine, the Republic of Ireland, the Netherlands, Germany, Austria, Liechtenstein, Switzerland and Chile, as well as France, Italy, Greece, Sweden and Denmark under the name Pussi and Finland under the name Latz. The brand also sells milk.

Since 2018, Felix only produces its wet food, for UK market, in plastic sachets due to a decline in demand for tins.

References

1. "Felix Cat Food". Purina. Archived from the original on 2017-12-01. Retrieved 2018-10-27.
2. Adrian Room (1983). Dictionary of trade name origins. Routledge & Kegan Paul. p. 76. ISBN 9780710201744.
3. "Quaker Oats". www.gracesguide.co.uk. Grace's Guides to British Industrial History. Retrieved 29 March 2020.
4. "Cat and dog foods: a report on the supply in the United Kingdom of cat and dog foods". www.gov.uk. Monopolies and Mergers Commission. 19 July 1977. Retrieved 29 March 2020.
5. APG Ltd (12 July 2018). How not to Plan: 66 ways to screw it up. Troubador Publishing Limited. pp. 264–. ISBN 978-1-78901-185-2.
6. "Felix Catfood: 1989-95. How the cat that crept got the cream". ipa.co.uk. IPA. 1996.
7. Alain Jolibert; Hans Mühlbacher; Laurent Flores; Pierre-Louis Dubois (31 July 2012). Marketing Management: A Value-Creation Process. Macmillan International Higher Education. p. 254. ISBN 978-0-230-36367-0.
8. "CASE STUDY 2: Felix cat care". www.campaignlive.co.uk. Campaign. 4 October 2002.
9. Dalgety snaps up Felix Independent, 4 February 1995
10. Sale of Spillers Petfoods for £715m PR Newswire, 1997
11. "Robbie Williams is new voice of Felix cat food". Yahoo!. 25 January 2023. Retrieved 1 June 2023.
12. "Cat food maker in the dog house as it ditches tins for plastic packs". Metro. 8 May 2018.

External links

• Felix UK Website
• British Cat Food Brands - A History
• Archive of some historical Felix Commercials

v t e Nestlé
Divisions	Nestlé Purina PetCare Nestlé Waters Nestlé Wyeth Nutrition Divested BlueTriton Brands (Nestlé Waters North America)
Subsidiaries	Nestlé India (62.76%) Nestlé Pakistan Nestlé Canada Nestlé Japan Nestlé Malaysia Nestlé Lanka
Joint ventures	Beverage Partners Worldwide Cereal Partners Worldwide Froneri Nestlé Toll House Café
Other assets	Hsu Fu Chi (60%) L'Oréal (30.3%) Osem (100%) Yinlu Foods (60%) Malher (100%) Lactalis-Nestlé Fresh Products
Brands	Appliances BabyNes Dolce Gusto Nespresso Special.T SICAL Baby nutrition BabyNes Bear Brand Cerelac Gerber Nido Baking Libby's Toll House cookies Bottled water Contrex Acqua Panna Perrier Princes Gate Pure Life S.Pellegrino Vittel Cereals Cheerios Chocapic Cinnamon Toast Crunch Cookie Crisp Corn Flakes Fitness Golden Grahams Golden Nuggets Lion Cereal Lucky Charms Milo Cereal Nesquik (cereal) Trix Shreddies Shredded Wheat Chocolate and desserts Animal Bar Abuelita Aero Aero Biscuits After Eight Allen's Bar One Bertie Beetle Big Turk Blue Riband Black Magic Bono Breakaway Cailler Caramac Carlos V Cheekies Chokito Coffee Crisp Crisp Crunch Drifter Fox's Garoto Goobers Kit Kat Kit Kats in Japan Kohler Life Savers Lion Mackintosh's Toffee Matchmakers Menier Chocolate Milkybar Milo Mirage Munchies Negresco Nestlé Milk Chocolate Passatempo Peppermint Crisp Perugina Polo Quality Street Red Ripperz Rolo Rowntree's Rowntree's Fruit Gums Rowntree's Fruit Pastilles Sin Parar Smarties Svitoch TEX Walnut Whip White Knight Yorkie Zvečevo Coffee and beverages Abuelita Alpine Acticor BabyNes Blue Bottle Coffee Boost Carnation Caro Chameleon Cold-Brew Chuckie Coffee-Mate Dolce Gusto Huesitos Klim La Lechera Menier Milo cocoa Nescafé Nescafé Azera Nescafé Gold Nescau Nesfruta Nespresso Nesquik Nestea Ovaltine Ricoré Seattle's Best Coffee Starbucks Supligen Sweet Leaf Zoégas Dairy products Alpine Bear Brand Carnation Coffee-Mate La Lechera Nesquik Ice cream D'Onofrio Drumstick Eskimo Pie Fab Frosty Paws Häagen-Dazs Hjem-IS Ice Screamers Kit Kat Maxibon Mövenpick Parlour Savory Smarties Prepared and packaged food and snacks Buitoni California Pizza Kitchen DiGiorno Herta Hot Pockets Lean Cuisine Libby's Lean Pockets Maggi Stouffer's Thomy Tombstone Uncle Tobys Winiary Wagner Yinlu Foods Purina PetCare Alpo Bakers Complete Beggin' Strips Beneful Bonio Dog Chow Fancy Feast Felix Friskies Frosty Paws ONE Winalot Uncle Tobys Cheerios PLUS Weeties Former brands and subsidiaries Alcon Alfasigma Arrowhead Butterfinger Baby Ruth Chocolate Surpresa Deer Park Dreyer's Enviga Gale's Galderma Laboratories Cetaphil Epiduo Restylane Hoadley's Ice Mountain Jenny Craig Ozarka Peter's Chocolate Poland Spring Polly Waffle PowerBar Powwow Water Rowntree Mackintosh Violet Crumble Wonder Ball Zephyrhills
People	Günter Blobel Paul Bulcke Peter Brabeck-Letmathe Nobuyuki Idei Henri Nestlé Kaspar Villiger
Related	Nestea European Championship Tour 1977 Nestlé boycott Nestlé Invitational Nestlé Rowntree F.C. Nestlé Smarties Book Prize Nestlé Tower Toll House cookies International Code of Marketing of Breast-milk Substitutes Nescafé Basement Maggi noodles safety concerns in India Freshly
Related articles	List of Nestlé brands Controversies of Nestlé
Currently manufactured by General Mills in the U.S. and Canada. Produced by Cereal Partners under the Nestlé brand elsewhere. Brand owned by General Mills; U.S. and Canadian production rights controlled by Nestlé under license. U.S. production rights owned by The Hershey Company. U.S. rights and production owned by the Smarties Candy Company with a different product. U.S. rights and specific trade dress owned by Nestlé; rights elsewhere owned by Associated British Foods. Produced by Cereal Partners, branded as Nestlé. Produced by Cereal Partners and branded as Nestlé in the U.K. and Ireland. Produced by Post Foods elsewhere. Philippine production rights owned by Alaska Milk Corporation. Singaporean, Malaysian and Thai production rights owned by Fraser and Neave. Used only in Indonesia, Thailand, and Cambodia. Used only in the Philippines. U.S. production rights owned by the Ferrara Candy Company. NA rights and specific trade dress to all packaged coffee and other products under the Starbucks brand owned by Nestlé since 2019. Brand owned by Mars, sold by Nestlé in Canada. Produced by Froneri in the U.S. since 2020. Category Commons

For the true history of this brand:

• https://nl.m.wikipedia.org/Felix_kattenbrood

• Nestlé brands
• Cat food brands