Today’s Veterinary Business Staff
Purina Pro Plan LiveClear, an allergen-reducing cat food launched in early 2020, has won an Evergreen Award and a separate Product of the Year honor based on consumer responses and reviews.
Runners-up in the Evergreen competition in the category of pet care product launches were Purina’s Friskies Farm Favorites and General Mills’ Blue Buffalo Bursts.
LiveClear is formulated to reduce the allergens spread by feline saliva during grooming. Some people have allergic reactions after coming in contact with cat hair and dander.
“Purina’s innovative LiveClear cat food is a clear standout new product … meshing science with functionality,’’ said Mark Jeffreys, founder and CEO of the consumer insights firm 4Sight, which sponsored the Evergreen Awards. “This product addresses a real owner in a difficult category. Pet products face a high level of scrutiny with owners constantly analyzing details with a careful eye.’’
More information about the third annual Evergreen Awards is available at bit.ly/3swAns7.
The second award, handed out by the research firm Kantar, was voted on by consumers. LiveClear was named Product of the Year in the cat care category.
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