South Africa’s cat lovers have something new to purr about. Nestlé Purina has officially introduced PURINA FELIX® to the South African market, expanding local pet owners’ options with a delicious new wet cat food range designed for both adult cats and kittens.
Launched in July 2026, the new FELIX® 85g Singles pouches are now available at selected retailers nationwide, offering complete and balanced daily nutrition while bringing more variety to every mealtime.
A Growing Appetite for Premium Cat Nutrition
The arrival of FELIX® comes at a time when South Africa’s cat food market is evolving rapidly. According to Euromonitor International, wet cat food is driving growth within the category as more owners seek premium nutrition and greater variety for their pets. At the same time, increasing cat ownership is expected to continue expanding the local market.
As more South African households welcome feline companions into their families, owners are looking for meals that are convenient to serve, nutritionally complete and enjoyable for their cats. FELIX® has been developed to meet those needs while making everyday feeding simple and satisfying.
Real Meat and Fish in Every Pouch
Each FELIX® Singles pouch contains tender shredded meat or fish pieces in jelly, made with real meat or fish ingredients to create meals that look, smell and taste appealing to cats.
Unlike many comparable products, the FELIX® recipes combine shredded meat pieces with jelly in a way that reduces leftover gravy in the bowl, creating a more consistent eating experience from the first bite to the last.
Importantly, the range provides 100% complete and balanced nutrition, making it suitable as a full daily meal rather than simply an occasional treat.
Seven Flavours for Every Stage of Life
The new range caters for both adult cats and growing kittens with seven carefully selected recipes.
Adult cats can enjoy:
- Chicken in Jelly
- Mackerel in Jelly
- Salmon in Jelly
- Sardine in Jelly
- Tuna in Jelly
For younger felines, the kitten range includes:
- Kitten Chicken in Jelly
- Kitten Tuna in Jelly
The variety allows owners to introduce different flavours and textures into their pets’ feeding routine while maintaining complete nutritional balance.
Why Wet Food Matters
Wet food plays an important role in feline nutrition by helping cats increase their moisture intake while delivering balanced nutrition in every serving.
Offering different flavours and textures can also make mealtimes more engaging, particularly for cats that enjoy variety throughout the week.
The FELIX® range provides an easy way for owners to diversify their cat’s diet without compromising on nutritional quality.
Designed for Modern Pet Parents
Marianna Rossouw, Purina Business Manager at Nestlé East and Southern Africa Region (ESAR), says today’s pet owners want confidence in the food they serve every day.
“We know that cat owners want to purchase food that their cats enjoy, but they also want confidence in what they are serving every day. Today, many South Africans view pets as members of the family, making everyday decisions such as nutrition an important expression of care.”
That growing emotional connection between owners and their pets continues to shape purchasing decisions, with quality nutrition becoming an increasingly important priority.
Available Now at Selected Retailers
The new FELIX® Singles 85g pouches are currently available through selected Pick n Pay stores across South Africa at a recommended retail price of R16.99 per pouch.
Join the #FindFelix Experience
To celebrate the South African launch, Purina is bringing the playful FELIX® personality directly to shoppers through the #FindFelix activations.
Consumers can discover the range, enjoy interactive experiences and stand a chance to win prizes at:
- Cape Town: Canal Walk — 8 & 9 August
Whether introducing a kitten to its very first complete wet meal or giving an adult cat more variety throughout the week, the new FELIX® range aims to make every mealtime both enjoyable and nutritionally complete for South Africa’s growing community of cat lovers.
