New Research Reveals ‘Faux Paws’ at Feline Mealtime

February is National Cat Health Month and serves as a great opportunity to evaluate an important factor in the health of a family’s four-legged member – nutrition. A nationwide survey commissioned by 9Lives^®, of feline pet parents across the country, found that an overwhelming 94 percent of American cat owners are confident they feed their felines the most nutritious meals possible. However, nearly half (48 percent) admit they’ve fed their cat table scraps – which do not provide the essential nutrients cats need – on average seven times per month. Additionally, only 30 percent know that milk is not a wholesome choice for cats, which are frequently lactose intolerant. After hearing this evidence that a large portion of pet parents are not aware of proper feline nutrition and are unknowingly feeding their cats unhealthy food and snacks, Morris^® the Cat, spokescat for 9Lives brand, announced his commitment to bring awareness to this issue and affect change for all cats.

With the 9Lives Advanced Nutrient System, pet parents everywhere can rest assured knowing that the essential nutrients their cat needs are available to them in the food they love, at a price they can afford. With 40 percent of cats suffering from obesity¹ and more than a quarter (26 percent) of felines having never visited the veterinarian, Morris the Cat and 9Lives want pet parents to know that, armed with the right nutritional information, they can give their cats the food they need to live a long and healthy life. This comes as welcome news considering that nine in ten surveyed said they would be willing to switch foods if they knew it would improve their cat’s health (92 percent) or add years onto their pet’s life (91 percent). To receive nutritional advice and information on selecting the right food for your cat with the 9Lives Nutrition Simulator, visit www.9lives.com.

"Cats have very specific nutritional needs and, just like humans, each cat is different,” said Rob Leibowitz, Vice President Pet Food Marketing, Del Monte Foods. "It’s very important for us to provide advanced nutrition for all cats, and at a price point that everyone can afford. Nutritious food shouldn’t be a luxury, but a staple.”

The new Pet Parent Purrception Survey by 9Lives, a survey of consumers nationwide conducted by Kelton Research, finds that while cat owners seem to have their furry friend’s best interests at heart and think they are providing them with nutritious foods, several of them are unintentionally subjecting their furry loved ones to potential harm. Whether it is indulging their cats with food from the dinner table (48 percent) or providing them with food choices they mistakenly believe are healthy such as root vegetables (73 percent) and green tomatoes (54 percent) and raw potatoes (50 percent), these pet parents have a lot to learn about proper feline nutrition.

The Pet Parent Purrception Survey went on to find other startling statistics including:

• 75 percent believe that the more nutritious the cat food, the more expensive it is;
• only 30 percent know that milk is unhealthy, a surprising statistic considering most cats are lactose intolerant²;
• 70 percent think it’s beneficial to keep their cats on a dry food-only diet, while others (23%) think a purely vegetarian diet is a wholesome choice. Both can be harmful.

9Lives^® cat food offers quality, affordable products that incorporate the 9Lives^® Advanced Nutrient System to promote healthy skin and coat, strong muscle growth and an active immune system, among other nutritional benefits. To find out more about 9Lives^® products and the Advanced Nutrient System, visit www.9Lives.com.

About Morris^® the Cat

In 1968, a street-wise orange tabby from a Hinsdale, Illinois shelter was languishing for a loving home after being abandoned by his owner when the shelter staff noticed something special about the cat - a certain "star quality." They quickly contacted Bob Martwick, a professional animal handler who quickly adopted him on the spot, and -- 20 minutes from death -- Morris^® the Cat got a second chance. Recognizing his charisma, 9Lives^® cat food quickly signed him up, and the entire nation took notice of this new star of their television commercials. From then on, Morris was to become the most recognizable cat in the world. He was ubiquitous. He graced the covers of national magazines; he was a darling of the national talk show circuit and even was cast in the major motion picture "Shamus," with Burt Reynolds. Morris' fame continued to grow over the years, and his accomplishments even include runs for the presidency in both 1988 and 1992 on the Finicky Party platform. Despite all of his accomplishments, it is important to mention that Morris the Cat never forgot where he came from. Now Morris® the Cat is back to remind owners that in addition to taste, they should also be finicky about their feline’s nutrition.

About Del Monte Foods

Del Monte Foods is one of the country's largest and most well-known producers, distributors and marketers of premium quality, branded food and pet products for the U.S. retail market, generating approximately $3.6 billion in net sales in fiscal 2009. With a powerful portfolio of brands including Del Monte^®, S&W^®, Contadina^®, College Inn^®, Meow Mix^®, Kibbles 'n Bits^®, 9Lives^®, Milk-Bone^®, Pup-Peroni^®, Meaty Bone^®, Snausages^® and Pounce^®, Del Monte products are found in eight out of ten U.S. households. The Company also produces, distributes and markets private label food and pet products. For more information on Del Monte Foods Company (NYSE: DLM) visit the Company's website at www.delmonte.com. Del Monte. Nourishing Families. Enriching Lives. Every Day.^™

Survey Methodology

The survey was conducted by Kelton Research in December 2009 via an email invitation and an online survey to 1,001 American cat owners ages 18 and older. Findings in this report have a margin of error of +/-3.1%.

About Kelton Research

Kelton Research is a full service market research consultancy with offices in Los Angeles and New York. Kelton serves as a strategic partner to both Fortune 500 corporations and smaller companies, utilizing a wide range of qualitative and quantitative methodologies to drive tactical recommendations for clients. For more information about Kelton’s services, please visit www.keltonresearch.com

¹ http://www.thepetcenter.com

² http://pets.webmd.com