The Science Behind Whiskas ... and how the Research has developed the leading lifestage products. Reprinted with Express Permission from Masterfoods. www.whiskas.co.uk Fast Facts:
The experts at Whiskas, the UK's leading authority on cats, prove time and time again that they really do know what cats want, through extensive research into cat care and nutrition at the Waltham Centre. The centre's ongoing research goes beyond the basics, observing the relationship between food, health and longevity and seeking ways of optimising pet health through the Whiskas lifestage products. The Whiskas experts at the Waltham Centre invest millions of pounds into researching the science behind:
The extensive research is compiled through close observation of cats at different lifestages, concentrating on behavioural and physical changes that take place as they age. Feeding tests are put in place to see which different foods kitten, adult and senior cats prefer and how the cats digest each food type. The centre ensures every stage of the research process is unobtrusive to the cat and great lengths are taken to make each cat feel like a pet with many regular play sessions. The Whiskas lifestage range embraces the concept of positive nutrition and aims to boost cats' natural defence mechanisms, helping them to maintain their resistance to disease and providing nutritional solutions that will optimise feline health and combat some of the ageing processes. Through the science and research at the Waltham Centre, food products and treats have been developed to deliver significant oral health benefits and blends of nutrients are created that result in a healthier skin and coat. Extensive research into cat behaviour and nutrition has also shown that with healthy, balanced diets and regular play and exercise, cats can live longer healthier lives. The lifestage range can provide cats with the nutrients and goodness that they need to enjoy an 'extra three lives', as cats are enjoying daily healthy balanced meals that are high in nutrients and energy suitable for their lifestage, they are living out their 'nine lives' and enjoying up to '12'! Cats who usually have a fun-filled nine lives can gain all the extra vitamins and minerals with a balanced diet and daily exercise that can keep them looking and feeling younger for longer enabling them to live to astounding ages of up to 34 years of age - that is a whopping 149 human years, effectively giving them an extra three lives. Kittens, adult and senior cats all require different amounts of energy in their diets. Adult cats that spend nights out hunting will require more energy than senior cats who spend nights in at home asleep. To make sure that cats gets the right amount of energy, it is important to feed them the correct diet for their lifestage. For example, kittens require almost four times more energy (calories) per kilogram of bodyweight and more protein than an adult cat. Cats can be finicky when it comes to meal times and with tastebuds that are a whopping 200,000 times more sensitive than humans, it is essential to provide a varied diet to ensure cats remain happy and healthy. When it comes to tastes, humans are lucky enough to detect five - salt, sour, sweet, bitter and umami (oriental savoury). Cats unlike humans can't detect sweet tastes, such as sugars. Contrary to popular belief, fish is not always the best option for cats. Research has shown cats either like fish or hate it! Studies by Whiskas have shown that a cat's ability to digest the protein, fat and energy in food gradually declines as they get older and it becomes significantly lower in the majority of cats over ten years of age. This means that most senior cats need to eat more food to fulfil their dietary requirements or to receive a diet specifically formulated to meet their needs. All these factors, plus issues such as the cat's breed and state of health, are taken into account when creating the Whiskas Senior lifestage products. Abigail Stevenson of the Waltham Centre, comments, "Research undertaken by Whiskas shows that a cat's ability to digest its food declines over the years. We know that cats tend to lose body weight and coat condition as they get older. Because of this, we have specially designed Whiskas Senior lifestage products to be energy dense and highly palatable and have also added antioxidants and sunflower oil to keep older cats healthier for longer." Convenience The Whiskas lifestage product range now offers a varied range of pouches and dry food for kittens and adult cats and wet, easily digestible food for senior cats that include antioxidants and energy to keep cats younger for longer. The Whiskas treats such as Crunch, Dentabits and the new Temptations, are great for keeping cat's teeth and gums healthy and have added goodness for a shiny coat. Great tasting Whiskas Milk contains a special formula that is easily digested by cats of all ages. Many cats in the UK are lactose-intolerant, which can prove to be a problem when serving cats cow's milk with their daily meal. Whiskas experts are continuing to focus upon the future of cat care and nutrition - the challenge of delivering health and longevity by meeting the needs of each lifestage whilst delivering positive nutritional benefits to the cat. The Growth & Development Of The Life Stage Cat Diet Fast Facts:
Before the launch of the first commercial cat food in 1935, cats of all ages were generally fed scraps from the family dinner table or 'found' their own meals including chicken, meat and fish - foods which are often too rich for cats' stomachs and are often difficult to digest. With this type of diet cats' bones could become brittle and their coats would lack lustre, which was one of the first signs that cats were not getting necessary nutrients in their diets. Over the years the cat's shape has altered with bones growing stronger. Cats today also have healthier teeth and bones as they grow from kittens to senior cats. Since the launch of commercial cat food, products have been constantly improved with advances in the science behind the ranges, so owners can ensure that they are feeding their pets a healthy balanced diet suitable for the age and lifestyle of the cat. Today, cats can enjoy a varied diet with many different flavours and textures. Pouches that were launched in 2000 now provide a fresher more convenient way to feed your cat and with the Whiskas range of tasty snacks and treats and great tasting Whiskas Milk readily available, cats can enjoy exciting meals and treats everyday. Kitten feeding times and areas should stay the same to create a secure environment with a solid routine. Kittens require about four times more energy (calories) per kilogram of bodyweight and more protein than an adult cat. It is necessary to provide small, frequent meals of energy-rich and easily digestible, food that is packed with all the vitamins and minerals that that they need for the healthy growth of teeth and bones. Whiskas Kitten products provide the right amount of energy in easily digestible small kibbles and meaty chunks that kittens need to grow. Whiskas Kitten pouches and tins provide a convenient way to feed your kitten with many varieties including four different meat, poultry and fish flavours in jelly, gravy and three further varieties of Supermeat to ensure that your kitten does not get bored at meal times. Kittens should be fed a variety of flavours to avoid a picky adult cat! It is vital to provide kittens with constant access to fresh water. Cows milk and cream will upset the delicate stomach of a lactose-intolerant kitten. If you want to let her enjoy a milky treat, Whiskas Milk contains a special formula that is easily digested by cats of all ages. Many cats in the UK are lactose-intolerant, which can prove to be a problem when serving cats cow's milk with their daily meal. Today, 45 percent of the UK's 4,140,000 - strong cat population are of an adult age, with an average age of seven years and a half. As cats reach adulthood at 12 months of age, they require a balanced healthy diet with high-energy foods that have good digestibility. Adult cats need a total of 41 nutrients to keep their coat, bones and teeth in tip-top condition. A cat's sense of taste is 200,000 times greater than humans and increases as they get older, so it is important to provide your adult cat with a variety at meal times. The Whiskas adult range offers a wide variety of different flavoured pouches, 17 choices of canned food and five varieties of dry food to suit a cat's tastebuds and to make feeding time a breeze for every cat owner. By feeding your cat a daily diet of wet food, e.g. pouches, they are able to gain 90% of their daily water intake from their food! Cats are able to conserve their water intake more effectively than humans, by absorbing it at a much slower rate. An average sized cat weighing 11 lb (5kg) requires about 420ml of water a day, a third of the recommended daily water intake for an adult human. With the advances in feline nutrition, higher numbers of cats around the UK are living to a more senior age and enjoying longer, healthier lives, with Whiskas reporting a number of cats living to pussy pensioner ages of 24 years and above. Senior cats still need a high level of energy in their diet, but as the cat's system slows down and its ability to digest its food declines, they require a diet rich in nutrients that can be easily absorbed. Around 80 percent of cats suffer from poor oral health as they reach maturity and they can find it difficult to bite and chew the hard kibbles found in dry food. Wet pouch and canned foods provide an easily digestible meal for older cats. Whiskas Senior range provides a daily diet that is high in essential fatty acids to improve the coat condition and anti-oxidants to help maintain the immune system. Whiskas Senior food is slightly higher in calories, as research has shown that older cats are less efficient at digesting their food and can experience some weight loss as they age. There is also a higher content of essential fatty acids in senior foods, as it is proven that older cats have reduced availability of these nutrients. Whiskas Senior food products all have added calcium and sunflower oil for a shiny coat and healthy teeth and gums. |