Felix is an

English English usually refers to: * English language * English people English may also refer to: Peoples, culture, and language * ''English'', an adjective for something of, from, or related to England ** English national ide ...

brand of cat food currently owned by

Nestlé Purina PetCare Nestlé Purina Petcare (), or simply Purina, is an American subsidiary of the Swiss corporation Nestlé, based in St. Louis, Missouri. It produces and markets pet food, treats, cat and dog litter. Some of its pet food brands include Purina Pro P ...

. It produces wet and dry food in both pouches and tins as well as dry cat biscuits and treats. The brand's

mascot A mascot is any human, animal, or object thought to bring luck, or anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name. Mascots are also used as fi ...

, since 1989, is a black and white cat named "Felix the Cat".

History

Felix Catfood Ltd began as a manufacturer of dry cat biscuits, which started operations before the

Second World War World War II or the Second World War, often abbreviated as WWII or WW2, was a world war that lasted from 1939 to 1945. It involved the vast majority of the world's countries—including all of the great powers—forming two opposi ...

. It had a single factory in the English town of

Biggleswade Biggleswade ( ) is a market town and civil parish in Central Bedfordshire in Bedfordshire, England. It lies on the River Ivel, 11 miles (18 km) south-east of Bedford. Its population was 16,551 in the 2011 United Kingdom census, and its e ...

, Bedfordshire. The

Quaker Oats Company The Quaker Oats Company, known as Quaker, is an American food conglomerate based in Chicago. It has been owned by PepsiCo since 2001. History Precursor miller companies In the 1850s, Ferdinand Schumacher and Robert Stuart founded oat mills. Sc ...

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 Southall () is a large suburban county of West London, England, part of the London Borough of Ealing and is one of its seven major towns. It is situated west of Charing Cross and had a population of 69,857 as of 2011. It is generally divided ...

, 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 Whiskas (formerly known as Kal Kan) is a brand of cat food sold internationally. It is owned by the American company Mars, Incorporated. It is available either as small meaty pieces in sauce, gravy or jelly packaged in tins, foil trays or pouch ...

, 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 Spillers Ltd was a British company that owned flour milling operations, operated bakeries and also sold pet food and equine feeds. History The business originated in 1829 from the establishment of a flour mill in Bridgwater, Somerset, by Joel Sp ...

(owned by

Dalgety plc Dalgety plc—as Dalgety and Company—was for more than a century a major pastoral and agricultural company or stock and station agency in Australia and New Zealand. Controlled from London it was listed on the London Stock Exchange and Austr ...

) alongside its whole European pet food division in 1995, and it was subsequently sold to

Nestlé Nestlé S.A. (; ; ) is a Swiss multinational food and drink processing conglomerate corporation headquartered in Vevey, Vaud, Switzerland. It is the largest publicly held food company in the world, measured by revenue and other metrics, since ...

in 1997.

Distribution

It is owned by Purina, and sold in Australia,

Russia Russia (, , ), or the Russian Federation, is a transcontinental country spanning Eastern Europe and Northern Asia. It is the largest country in the world, with its internationally recognised territory covering , and encompassing one-eig ...

, the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the European mainland, continental mainland. It comprises England, Scotlan ...

Belgium Belgium, ; french: Belgique ; german: Belgien officially the Kingdom of Belgium, is a country in Northwestern Europe. The country is bordered by the Netherlands to the north, Germany to the east, Luxembourg to the southeast, France to th ...

Slovenia Slovenia ( ; sl, Slovenija ), officially the Republic of Slovenia (Slovene: , abbr.: ''RS''), is a country in Central Europe. It is bordered by Italy to the west, Austria to the north, Hungary to the northeast, Croatia to the southeast, an ...

Ukraine Ukraine ( uk, Україна, Ukraïna, ) is a country in Eastern Europe. It is the second-largest European country after Russia, which it borders to the east and northeast. Ukraine covers approximately . Prior to the ongoing Russian inv ...

, the

Republic of Ireland Ireland ( ga, Éire ), also known as the Republic of Ireland (), is a country in north-western Europe consisting of 26 of the 32 Counties of Ireland, counties of the island of Ireland. The capital and largest city is Dublin, on the eastern ...

, the

Netherlands ) , anthem = ( en, "William of Nassau") , image_map = , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of the Netherlands , established_title = Before independence , established_date = Spanish Netherl ...

Germany Germany,, officially the Federal Republic of Germany, is a country in Central Europe. It is the second most populous country in Europe after Russia, and the most populous member state of the European Union. Germany is situated betwe ...

Austria Austria, , bar, Östareich officially the Republic of Austria, is a country in the southern part of Central Europe, lying in the Eastern Alps. It is a federation of nine states, one of which is the capital, Vienna, the most populous ...

Liechtenstein Liechtenstein (), officially the Principality of Liechtenstein (german: link=no, Fürstentum Liechtenstein), is a German-speaking microstate located in the Alps between Austria and Switzerland. Liechtenstein is a semi-constitutional monarch ...

, Switzerland and

Chile Chile, officially the Republic of Chile, is a country in the western part of South America. It is the southernmost country in the world, and the closest to Antarctica, occupying a long and narrow strip of land between the Andes to the east a ...

, as well as

France France (), officially the French Republic ( ), is a country primarily located in Western Europe. It also comprises of overseas regions and territories in the Americas and the Atlantic, Pacific and Indian Oceans. Its metropolitan area ...

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Greece Greece,, or , romanized: ', officially the Hellenic Republic, is a country in Southeast Europe. It is situated on the southern tip of the Balkans, and is located at the crossroads of Europe, Asia, and Africa. Greece shares land borders ...

, Sweden and

Denmark ) , song = ( en, "King Christian stood by the lofty mast") , song_type = National and royal anthem , image_map = EU-Denmark.svg , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of Denmark , establish ...

(both under the name ''Pussi''), and

Finland Finland ( fi, Suomi ; sv, Finland ), officially the Republic of Finland (; ), is a Nordic country in Northern Europe. It shares land borders with Sweden to the northwest, Norway to the north, and Russia to the east, with the Gulf of B ...

(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

External links

Felix UK WebsiteArchive of some historical Felix Commercials
Nestlé brands Cat food brands {{brand-stub