All Felix meals now have NO added colours!
That’s right! ALL colourants have been removed from our recipes. Read on to find out more about what to expect and why.
In 2016, we made a commitment to remove all artificial colours from our pet foods, which we have done: all Purina pet foods now have no added artificial colours in any of our recipes.
However, at Felix we thought - why stop there? And so, from the end of March this year, we rolled out a new recipe that removed the remaining non-artificial colours from our Felix ranges.
As we now rely 100% on our ingredients to give our Felix food its colour, you might see a difference in how the product looks. But the removal of added colours does not change the overall nutritional composition or quality of our food – every Felix meal is still 100% balanced and complete, with all of the vitamins and nutrients your clever cat needs.
We’ve also been listening to your feedback and have taken the opportunity to make a few other tweaks. For example, we have refreshed our packaging design to make our ranges easier to distinguish on shelf, helping you have a simpler shopping experience in store or online. Another change is to some of our feeding guidelines which we have updated to reflect new data about pets’ life stages and associated energy needs.
The best news is that, even though our recipe might look different to you, your feline friend is unlikely to notice a difference.
How do we know that? Well, we let our cats tell us! We rigorously test any changes to check that the new product is as appealing to pets as the previous recipe was, and our feline taste testers gave it a resounding purr of approval.
What hasn’t changed is our stringent approach to safety. We continue to test each and every batch of product to ensure it is safe to feed your cat. This is as true now as it was prior to our recent change.
We know some owners have been discussing the recipe change online, with reports of cats being unwell which owners believe is linked to our Felix pouch range. Although food may seem an easy link, there can be many reasons for cats to become poorly. You may find this leaflet from Cats Protection helpful: https://www.cats.org.uk/media/1047/vg18_digestive_disorders-_vomiting_and_diarrhoea.pdf.
Based on the wealth of information we have gathered, which includes stringent internal quality checks, discussions with vets and independent product testing, there is no evidence to support a link between the types of illness being reported and our foods. That’s why we are confident that our Felix foods continue to be safe for cats to eat every day.
If you have concerns regarding your cat’s health we recommend reaching out to your veterinary professional for advice and guidance.
Check out our FAQs below if you want to find out more about recent changes to our Felix range:
There are two reasons why we changed our Felix packaging:
- We made changes to help cat owners more easily identify and choose between our different Felix product ranges; and
- We had to change the way we declared various ingredients on the label due to changes in regulations.
There are several reasons why we might make changes to our products and packaging:
Regulation changes: As with any industry, regulations can change. Changes to the way we declare vitamins, minerals, additives and flavourings on pack are due to legal changes that we must follow. For example, we now list Taurine under additives. Similarly, we now label micronutrients such as iron, copper and zinc by the element value rather than by the compound value. These changes do not affect the overall nutritional composition of the food which continues to meet or exceed strict legal and dietary requirements.
Latest nutritional knowledge: Purina veterinarians and nutritionists work every day to advance the science of pet nutrition. We adjust our products to reflect their latest findings. For example, we have changed some feeding guidelines for Felix based on new data about pets’ life stages and associated energy needs.
Consumer demand: We listen to feedback from pet owners (good or bad) and use this insight to improve our products. One example is colourants. Many consumers do not want colours in their own food, and do not want them in their pets’ food either. In 2016 we made a commitment to remove all artificial colours from our pet foods. We have now gone one step further and removed the remaining non-artificial colours from our Felix ranges.
Transparency: Pet food labels can be confusing. This is primarily because pet food comes under the same EU legislation as farm animal feed and we must follow the associated labelling requirements. We regularly look at how we can make our labels easier for pet owners to understand.
Our most recent changes to our Felix ranges were made at the end of March this year, when we removed all colourants, changed our packaging designs and updated our on-pack feeding guidelines.
No. The total meat content is the same and shown in the ingredients as, for example, "44% meat and animal derivatives in the chunks". The 2% or 4% figure on the pack refers to the minimum amount of the named variety or flavour on the pack, and is a legal labelling requirement. For example a tuna recipe will have *at least* 4% tuna in it, and a Tuna and Cod mix recipe will have at least 2% tuna and 2% cod.
When we make changes to any of our ranges, we rigorously test for palatability, making sure the new product is still as appealing to pets as the previous recipe.
However, we know some cats can be sensitive to even the smallest changes, which is understandably upsetting for their owners.
If you do find that your cat no longer appears to enjoy their Felix food, then we would recommend you introduce the new food gradually over several days, mixing it in with something they do like.
Find more hints and tips here: https://www.purina.co.uk/articles/cats/feeding/guides/how-to-feed-a-fussy-cat
Felix foods are completely safe for cats to eat. All our foods are nutritious, complete and balanced and we never compromise on the safety or quality of our products or ingredients.
We know that the recent recalls in cat food have made many owners feel uneasy about what food is and is not safe to feed their beloved pets. We want to reassure you that each and every batch of Purina food made in our factories undergoes a strict, quality assurance process.
We carry out around 300 tests every day on the raw materials and packaging materials that enter our factories and a further 1,100 checks a day across the production process and finished products. In addition, batches are selected at random for testing in accredited laboratories.
This testing ensures that Purina pet foods consistently meet or exceed the strict legal requirements in place. In the rare event that a batch does not meet these standards, we have robust procedures in place to ensure this is not released for sale.
To give owners even greater reassurance, we recently asked one of Europe’s top laboratories for pet food testing to independently analyse some samples of Felix from recent production runs. Specifically, we asked them to check for the most common heavy metal and mycotoxin contaminants that could trigger the types of illness being reported.
As we expected, none of these were detected above the food safety limits set by Authorities and experts.
The full results have been shared with the Food Standards Agency (FSA) and our Primary Authority (for Trading Standards). When reviewed alongside Purina’s best in class food safety and quality controls, both the FSA and our Primary Authority agree that there is no evidence to link the types of illness being reported to our foods.
We are confident that Felix foods are completely safe for cats to eat.
We appreciate how worrying it is for owners when their pets are poorly. Although food may seem an easy link, there are many reasons why a cat may become unwell. As any veterinary practice will confirm, vomiting and diarrhoea in cats are two of the most common reasons for owners to seek veterinary advice. There are many documented causes for both symptoms including:
• Viral or bacterial infections
• Dietary indiscretion (when a pet eats something inappropriate or swallows an object that causes stomach or intestinal obstruction)
• Changes in diet
• Intestinal parasites such as worms
• Contact with toxins/poisons, including household plants and chemicals, and garden plants and pesticides
• Medication side effects
• Certain chronic diseases or inflammatory disorders
• Stress (or excitement) due to boarding, or other changes in environment or the cat’s routine
Many cases of vomiting or diarrhoea are mild and clear up relatively quickly. We would always recommend owners contact their veterinary practice for advice and guidance, particularly if symptoms persist as this could be a sign of an underlying and undiagnosed health condition.
In many cases of vomiting and diarrhoea, the cause may not always be obvious. We understand that it can be worrying and frustrating for owners of cats with vomiting and diarrhoea to not always have a precise cause identified for their illness. Often the vet will give symptomatic treatment or advice without additional investigations or tests, in the same way as the doctor will with people. If the condition is persistent, then the vet will likely suggest clinical investigations to try to identify the source of the problem. Sometimes unfortunately it will still not be possible to reach a clear conclusion, especially if it is multifactorial – although in many cases the clinical investigations will result in a definitive diagnosis.
You may also find this leaflet from Cats Protection helpful: https://www.cats.org.uk/media/1047/vg18_digestive_disorders-_vomiting_and_diarrhoea.pdf.
With regards to Felix food, we conduct rigorous testing to ensure that our foods consistently meet or exceed strict legal and safety standards. Our foods continue to be safe for pets to eat every day.
However, we take every report of a cat being unwell linked to our products very seriously and investigate each claim individually. If your cat has been unwell and has been eating our Felix products, please contact our careline team directly at email@example.com.
We have received reports from cat owners about food refusals and cats being unwell following the removal of colourants from our Felix ranges. We also know some owners have been discussing the recipe change online.
We take every report of a cat being unwell linked to our products very seriously and investigate each claim individually. However, based on all the information we have gathered, which includes stringent internal quality checks, discussions with vets, as well as independent product testing, there is no evidence to support a link between the types of illness being reported and our foods. We are confident that our Felix foods continue to be safe for cats to eat every day.
We take every complaint seriously and investigate each one individually. If the complaint links our products to a cat being unwell, like diarrhoea, we carry out a set of specific actions including:
- Collecting information about the product, so we can check all production records relating to the batch codes to verify all our quality and safety standards had been met.
- Asking for vet information and clinical notes, which our team of veterinary nurses and veterinarians can then review to understand the professional diagnosis associated with the complaint.
- Sending a pre-paid envelope for the return of the foods fed, which our team can review.
This process helps us thoroughly investigate each case and take appropriate action. We need owners’ support to complete these steps.
When we make changes to either product packaging or the outer cardboard box, we consider the environmental impact of not using remaining stocks of old materials. In this case, the new packaging was phased in to avoid sending old packaging to landfill. As a result, for a short period of time, the design of the pouches and outer cardboard boxes for multi-packs did not match. This is not a matter for Trading Standards for two reasons:
- Only the look/design of the laminated pouch is different – from the end of March all Felix As Good As It Looks food used the new recipe and from mid-May all Felix Original food used the new recipe.
- The ingredients/food inside each pouch matches the ingredients label on the outer box.
Taurine is an essential amino acid that cats need for cardiovascular, retina and central nervous system functions. Unlike humans and dogs, cats do not produce enough themselves, which means it is vital that they get it from their food.
We have always added Taurine to our cat foods. The amount included in the recipe has not changed. However, previously we did not list it on pack – there was no legal requirement to do so.
Taurine is not a toxin and there is no upper limit on how much taurine a cat can have – we base the amount we use on FEDIAF (European Pet Food Manufacturers) nutritional guidelines. The amount listed on pack is milligrams per kilogram of food and not milligrams per pouch.
We can reassure you that Felix products are not included in the investigation by the FSA and RVC into the sudden increase in Feline Pancytopenia cases in the UK. All our foods continue to be nutritious and safe for pets to eat every day.
For further information about which brands are part of the recall linked to Pancytopenia cases, please visit: https://www.food.gov.uk/news-alerts/news/update-advice-to-cat-owners-following-rise-in-cases-of-feline-pancytopenia.
We’re here to answer all of your pet questions - big or small, really serious or a little silly. Get in touch with us directly any time, any way. Our lines are open from 9am - 5pm, Monday to Friday.