Felix (pet food)'s Slogans & Taglines

Felix is a premier European pet care brand that commands monumental market equity as an absolute defining leader in the wet and dry cat food segments. Originally launched in the 1970s and revitalized via a historic 1989 re-launch featuring its iconic, mischievous black-and-white animated mascot, the heritage enterprise permanently revolutionized the grocery pet care landscape. Today, Felix operates as a flagship high-volume asset under Nestlé Purina PetCare, a core foundational division of global consumer goods giant Nestlé. Moving into mid-2026, the category powerhouse mass-services millions of households across Europe, anchoring Nestlé's highly resilient cat portfolio alongside sister brands like Gourmet and Pro Plan. Powered by its highly successful "It's Great to Be a Cat" multi-channel campaign—highlighted by its recent massive headline sponsorship of pop superstar Robbie Williams' European tour—Felix commands dominant market preference, particularly across the United Kingdom and Germany, while aggressively scaling its sustainable, 100% recyclable product pouch packaging.