Purina launches first cat allergen reducing food in the UK

Purina claims to have developed a revolutionary approach to the management of cat allergens, with the launch of PRO PLAN LiveClear, described as the first and only cat food that reduces the allergens on cat hair and dander.

A recent survey revealed the different ways British cat owners manage sensitivity to cat allergens. These include removing the cat when sensitivities to allergens act up (76%), restricting the cat to specific places in the home (75%), using special cat products on the cat such as dander removers or allergen sprays (64%), bathing the cat (56%) and taking the cat to a groomer (52%).

Dr Ebenezer Satyaraj, PhD, immunologist for Nestlé Purina Research and lead investigator on the research that led to the development of PRO PLAN LiveClear, said, “Many people think that cat hair or dander is the allergen, but it’s actually what’s on it – the major cat allergen called Fel d 1, a protein that cats produce naturally in their saliva.”

All cats produce Fel d 1, regardless of breed, age, hair length, sex or body weight, but at differing levels.

When cats groom themselves, Fel d 1 gets on the hair and skin through the saliva and with shedding, it eventually gets into the home environment. Feld d 1 spreads widely and easily, attaches itself to any surface it comes into contact with and remains in houses for over a year or more.

PRO PLAN LiveClear is a 100% complete and balanced dry cat food.


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