This new cat food is a game-changer for reducing cat allergens


This new cat food is a game-changer for reducing cat allergens
Cat lovers know too well how sensitivity to cat allergens can derail their dreams of bringing a feline friend into the home.

Whether you have a partner who cites their allergies as the reason for their reluctance to welcome a cat to the family, or you yourself have had to steer clear of cats because of flare-ups, it’s not fair that these concerns mean we’re deprived of a cat’s companionship.

And research shows that it’s a common situation. A recent study commissioned by Purina shows that 37% of cat allergy sufferers in New Zealand rate their symptoms as quite severe or very severe.

The research also revealed that just over a third (36%) of allergy sufferers in New Zealand have either considered, or had to, relinquish a cat due to the impact of their allergy symptoms.

Thankfully, there’s been a breakthrough when it comes to the management of cat allergens for Kiwis.

Cat people will be delighted to hear that Purina Pro Plan has developed the first and only allergen-reducing cat food in the world – Purina Pro Plan LiveClear.

This revolutionary approach is the culmination of more than a decade of Purina research dedicated to finding a safe and effective way to address sensitivity to cat allergens, a problem that affects up to one in five adults.

So how does it work? Purina Pro Plan LiveClear was developed with the understanding that it’s not cat fur or dander which is the cause of cat allergies. Rather, it’s what’s on the hair; an allergen called Fel d 1, a protein cats produce in their saliva.

When cats groom, Fel d 1 gets on the hair and skin through the saliva, and eventually into the environment. Fel d 1 is like glitter – once it’s out, it’s very hard to remove.

Pro Plan LiveClear neutralises this protein in the cat’s mouth, and has been shown to reduce the allergens in the hair and dander by up to 47% by the third week of feeding.

If you have a fussy kitty on your hands, rest assured that taste hasn’t been sacrificed in Pro Plan LiveClear. It’s a 100% complete and balanced dry cat food boasting flavour that your cats will love to eat daily.

And of course, the health and safety of cats was a top priority in the development of Pro Plan LiveClear.

“As a cat lover and veterinarian, my focus is on the health and safety of the cats under my care. The beauty of Pro Plan LiveClear is that it reduces cat allergens in cat hair and dander without impacting the physiology of the cat,” explains Kurt Venator, Chief Veterinary Officer at Purina.

“Because scientists don’t know exactly why cats produce Fel d 1, our goal was to neutralise it rather than inhibit its production.”

So it’s time to get your cat chowing down on Purina Pro Plan LiveClear and start getting those cat cuddles in!

Purina Pro Plan LiveClear is available in New Zealand from specialty pet stores, specialty online retailers and selected vet clinics.

It’s available in five formulas: Purina Pro Plan LiveClear Kitten Chicken, Purina Pro Plan LiveClear Adult Chicken, Purina Pro Plan LiveClear Adult Indoor Hairball Control Chicken, Purina Pro Plan LiveClear Adult Urinary Care Chicken and Purina Pro Plan LiveClear Adult 7+ Salmon & Tuna.


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