Purina's Newest Cat Food Aims to Reduce Cat Allergies in People
Purina Pro Plan LiveClear is slated for an April release.
Purina Pro Plan
Purina Pro Plan, a brand of Nestlé Purina PetCare, is gearing up to launch an “allergen-reducing” cat food this April. When fed daily, Purina Pro Plan LiveClear reduces the allergens in cat hair and dander, which in turn, helps cat owners be closer together with their feline friends, according to officials.
“Many people think that cat hair is the root of their problem, but it’s actually what’s on it—the major cat allergen called Fel d 1, a protein that cats produce naturally in their saliva,” said Ebenezer Satyaraj, Ph.D., immunologist for Nestlé Purina Research and lead investigator on the research that led to the development of Pro Plan LiveClear.
All cats produce Fel d 1, regardless of breed, age, hair length, sex or body weight, officials said. When cats groom, Fel d 1 gets on the hair and skin through the saliva, and eventually into the environment, officials added.
The diet is a culmination of more than a decade of Purina research, officials noted.
“The key ingredient in Pro Plan LiveClear is a specific protein sourced from eggs,” officials said in a press release. “When cats eat LiveClear, the protein binds to the Fel d 1 and safely neutralizes it in the cat’s mouth. By reducing active Fel d 1 in the cat’s saliva, it reduces the allergen that is transferred to the cat’s hair and dander when they groom, ultimately reducing the allergen in the environment.”
In a study funded by Nestlé Purina Research, Pro Plan LiveClear was shown to reduce the allergens in cat hair and dander by an average of 47 percent, starting in the third week of daily feeding.
“As a cat lover and veterinarian, my focus is on the health and safety of the cats under my care,” said Kurt Venator, DVM, Ph.D., chief veterinary officer at Purina. “The beauty of Pro Plan LiveClear is that it reduces cat allergens in cat hair and dander without impacting the physiology of the cat. Because scientists don’t know exactly why cats produce Fel d 1, our goal was to neutralize it rather than inhibit its production.”
Pro Plan LiveClear is not intended to replace other allergen-reduction strategies but, rather, to add another measure that can help reduce the allergen burden in cat households, according to officials.
The product will come in three formulas—Adult Chicken & Rice, Adult Salmon & Rice and Adult Sensitive Skin & Stomach Turkey & Oat Meal—and will be available at Chewy, PetSmart, Petco, Pet Supplies Plus and other pet specialty retailers.
Nestlé Purina PetCare is part of Swiss-based Nestlé S.A.