South Africa – FELIX®, the wet cat food brand from Nestlé Purina, has arrived in South Africa with a new range of 85g Singles pouches for cats and kittens. Officially launching in July 2026, the new offering is now available at selected retailers across the country.
According to Euromonitor International, wet cat food is driving growth in South Africa's cat food category, reflecting growing demand for meal variety and premium nutrition. At the same time, rising cat ownership is expected to continue expanding the market in the years ahead.
As more local households’ welcome cats into their homes, many owners are looking for everyday meals that are simple to serve, enjoyable for their cats and nutritionally balanced. The new FELIX® range offers a convenient wet food option made to bring more variety to daily feeding routines.
The range features tender meat and fish pieces in jelly, made with real meat or fish ingredients and created to offer cats meals that look, smell and taste appealing. FELIX® is 100% complete and balanced, making it suitable as a full meal and not just an occasional treat. What makes Felix different from other products in the market is the shredded meat pieces combined into gravy, which means less leftover gravy waste in the bowl. Delivering a more consistent bite and eating experience.
Cat owners will be able to choose from seven variants across adult and kitten recipes. The adult range includes Chicken in Jelly, Mackerel in Jelly, Salmon in Jelly, Sardine in Jelly and Tuna in Jelly, while the kitten range includes Kitten Chicken in Jelly and Kitten Tuna in Jelly.
Wet food can play an important role in a cat's diet, helping to increase moisture intake while providing complete and balanced nutrition. Offering different flavours and textures can also help keep mealtimes engaging for cats. The range gives cat owners a simple way to add variety to mealtimes, with recipes designed for both adult cats and kittens.
"We know that cat owners want to purchase food that their cats enjoy, but they also want confidence in what they are serving every day," says Marianna Rossouw, Purina Business Manager at Nestlé East and Southern Africa Region (ESAR). Today, many South Africans view pets as members of the family, making everyday decisions such as nutrition an important expression of care." adds Rossouw.
FELIX® Singles 85g pouches are currently available through selected Pick n Pay retailers at a recommended selling price of R16.99 per pouch.
Cat owners can also look out for #FindFelix activations in in three regions over the next few weeks, where the brand’s playful and disruptive personality will come to life. Consumers can discover the range in-person and stand a chance to win prizes.
Activations will take place in Johannesburg at Fourways Mall on 25 and 26 July, Durban at Pavilion Shopping Centre on 1 and 2 August, and Cape Town at Canal Walk on 8 and 9 August.
Whether introducing a curious kitten to its first complete wet meal or giving an adult cat more variety throughout the week, FELIX® aims to make every day feeding both enjoyable and nutritionally complete.
Follow the action and get the latest updates, content and #FindFelix experiences on Purina’s official social media platforms:
Instagram: https://www.instagram.com/purina_za/
TikTok: https://www.tiktok.com/@felixsouthafrica
ENDS
Contact:
Issued by MSL on behalf of Nestlé East and Southern African Region (ESAR)
Lerato Mogano
Email: [email protected]
About Nestlé
Nestlé is the world’s largest food and beverage company. It is present in 187 countries around the world, and its 291,000 employees are committed to Nestlé’s purpose of unlocking the power of food to enhance quality for everyone, today and for generations to come. Nestlé offers a wide portfolio of products and services for people and their pets throughout their lives. It’s more than 2,000 brands ranging from global icons like Nescafé or Nespresso to local favorites like Ricoffy. Company performance is driven by its Nutrition, Health and Wellness strategy. Nestlé is based in the Swiss town of Vevey where it was founded more than 150 years ago.
