Less tartar for tabbies

The new Friskies Dental-icious Formula is claimed to offer the plaque-reducing benefits of an active ingredient that has been included in the kibble coating, adding to the beneficial ‘abrasion' effect of dry cat food. Since it is difficult to brush a cat's teeth, most owners avoid this task and research has shown that consumers have considerable interest in the concept of a self-administering format of dental care such as in a snack, chew or via food.

This active ingredient in the product reacts with the bacteria in the cat's mouth preventing the bacteria from combining with the saliva and food debris, thereby minimising the accumulation of plaque. This formula is also 100% fortified with vitamins and minerals to give the cat complete and balanced nutrition, ensuring that they live a long and healthy life. Trials that were undertaken at the company's PetCare Centre in St Louis in the USA, in a control versus test diet regime, proved that cats that were fed on a diet with this active ingredient in the coating of the kibbles had significantly less tartar accumulation after 28 days than those on the standard dry diet.

Cats are as susceptible as we are to tooth decay and plaque build up. In fact, 50 to 70% of all cats will have some form of dental problems by the time they turn three, with 85% of cats developing dental problems at some stage in their lives. The new product is designed to help owners care for their cats' teeth in an easy and tasty way.

The new product, in the full range of flavours, is available nationwide.