OvertheCounter
    Twitter LinkedIn
    • Email Newsletters
    • Magazine Subscriptions
    • About Us
    • Advertise
    • Contact Us
    Twitter LinkedIn
    CPD Log-In
    OvertheCounter
    • News
      • Dairy / Beef
      • Sheep
      • Pigs / Poultry
      • Equine
      • Companion
      • Retail
      • Training
    • Magazines
      1. May 2025
      2. March 2025
      3. January 2025
      4. November 2024
      5. September 2024
      6. July 2024
      Featured

      Over the Counter – May 2025

      By Simon KingMay 19, 2025
      Recent

      Over the Counter – May 2025

      May 19, 2025

      Over the Counter – March 2025

      March 19, 2025

      Over the Counter – January 2025

      January 13, 2025
    • CPD Training
      • AMTRA CPD Modules
        • Frontline Academy
        • Companion Animal CPD Modules
        • Equine CPD modules
        • Livestock CPD Modules
        • Poultry CPD Modules
        • Are you a Gold Standard SQP?
      • VETPOL CPD Modules
        • Companion Animal CPD Modules
        • Livestock CPD Modules
        • Poultry CPD Modules
      • Earning CPD points with overthecounter.news
      • CPD Log-In
      • Wormstock 2023
    • National SQP Awards
    OvertheCounter
    Companion

    Purina launches first cat allergen reducing food in the UK

    mmBy Simon KingJune 16, 2020No Comments2 Mins Read
    LinkedIn Twitter Facebook Email

    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.

     

    Share. LinkedIn Facebook Twitter Email
    Previous ArticleBenyfit Natural MD becomes chairman of the PFMA
    Next Article PFMA turns 50 and launches a new short film to mark the occasion
    mm
    Simon King

    Editor - Over The Counter. Simon has more than 20 years’ experience in B2B publishing. When not slumped over his PC, Simon is a keen follower of sport, supporting Manchester United, and is at his absolute happiest watching most sport in glorious UHD, with something cold to drink by his side.

    Read Similar Stories

    ‘Spend £20 to save a £500 fine’ says Jollyes

    Natures Menu launches full cat range with treats, wet and dry food options

    Pets at Home to launch member prices

    Most Read

    ‘Spend £20 to save a £500 fine’ says Jollyes

    June 20, 2025

    Natures Menu launches full cat range with treats, wet and dry food options

    June 19, 2025

    Pets at Home to launch member prices

    June 18, 2025

    Any animal medicine advertising or promotion should conform to the ‘code of practice’ of the National Office of Animal Health (NOAH).
    For full details contact the publisher or www.noah.co.uk.

    Lewis Business Media Ltd endeavours to make articles and statements as accurate as possible.

    © 2025 Lewis Business Media. All Rights Reserved.
    Lewis Business Media, Suite A, Arun House, Office Village, River Way, Uckfield, TN22 1SL

    Privacy Policy | Cookie Policy | Terms & Conditions

    The OTC "tick" mechanism is the copyright of Lewis Business Media Ltd ©2025

    • Pet Business World
    • Pest

    Type above and press Enter to search. Press Esc to cancel.

    We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
    Cookie SettingsAccept All
    Manage consent

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    SAVE & ACCEPT
    Powered by CookieYes Logo