Mars Petcare is launching a new premium cat food range, Sheba Craft Collection, combining carefully selected ingredients and shredded meaty pieces.

The brand says this new collection is designed to tap into the growing trend towards humanisation in the pet category and consumer demand for more natural-looking and luxury choices at mealtimes. The unique texture of the Sheba Craft Collection provides a new way for owners to reward and pamper their cats.

Barry Goode, senior brand manager for Sheba, said: “Growth within the petcare category is being driven by preminumisation and the increased demand for an enhanced meal experience. The new Sheba Craft Collection reflects this trend and will continue to drive growth in the Cat Wet Single Serve category by ‘trading up’ mainstream shoppers.

”Over 30% of ‘Cat Wet’ shoppers are exclusively seeking natural and real-looking manufactured cat food and are willing to pay more for it (Mars Consumer Panel Research 2014) and the Sheba Craft Collection’s real-looking chunks meet this need.”

The launch of the new collection will be supported by a 360-degree campaign, ‘Bring Home the Sheba’, and will be available in three different flavours; beef, chicken, and fish from June 18 (rrp £6, and recommended promotional price of £4.50).