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A Fresh Idea In A Mature Market

Developing a breakthrough innovation for Whiskas

“Sklar Wilton is an important part of our team. They understand our business and provide us with relevant facts and insights to grow our brands in a highly competitive environment.”

- George Fung, Cat Main Meal Director, Whiskas

“Sklar Wilton is a fantastic partner. They take a creative approach that ultimately helps create impactful solutions for our brands that have longevity.”


- Marisa Law, Brand Leader, Whiskas

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The wet cat food category in Canada was stagnant. Main competitors focused their efforts on discounts while innovation was mainly driven by new flavours.

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Sklar Wilton supported the Whiskas team through ethnographic interviews and a usage and attitude study. Sklar Wilton facilitated work sessions with key stakeholders to develop a winning innovation concept for Canada, leveraging packaging technology from Mars Petcare USA.

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Together, the team uncovered an important insight – dealing with the leftovers of wet cat food was an unpleasant task for cat owners and a distasteful experience for cats. From that insight, Whiskas Perfect Portions, ‘A fresh meal every time’, was born, and a concept test highlighted its potential. Later on, an advertising pre-test identified a persuasive advertising campaign. Several months after the launch of Whiskas Perfect Portions, a drivers and barriers study was deployed to help the team optimize for the future.

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The team was equipped with powerful insights to launch Whiskas Perfect Portions. This breakthrough innovation helped Whiskas Wet become the fastest growing brand in the Canadian wet cat food category.

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