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Purina’s allergen reducing cat food voted 2021 product of the year by pet owners

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Purina's Liveclear range, the world's first and only allergen reducing pet food, has scooped up the 2021 Product of the Year award from global consumer research firm Kantar.

By Ashley Murphy

Published on the 27/02/2021, 19:00

LiveClear hit shelves around this time last year following a decade of research by Purina's specialists into the causes and mitigation of cat allergies. 

With daily feeding, LiveClear can start reducing the allergens in cat hair after just three weeks. It's now helping cat owners live allergy-free lives and enjoy even more cuddle time with their feline friends.

Cat owners love LiveClear

And while research firm Kantar presented the award, the real seal of approval came from actual cat owners. Over 40,000 surveyed consumers chose LiveClear as the No. 1 recently launched cat care product. 

Ebenezer Satyaraj, a PhD immunologist and lead researcher at Purina, explained the science behind the LiveClear range:

"Many people think that cat hair is the problem, but it's what's on it – a major cat allergen called Fel d 1," said Ebenezer "Fel d 1 is produced in cat saliva. When they groom themselves, it gets on the hair and skin through the saliva, and ultimately into the environment."

The award-winning cat food contains a special protein that neutralises the allergen present in cat saliva. The protein is sourced from eggs and is digested along with the other ingredients, meaning it's 100% safe.

More to come to from Purina

LiveClear comes in three tasty formulas that are perfectly balanced to meet all your cat's nutritional needs. The flavours include chicken and rice, salmon and rice, and turkey and oatmeal for cats with sensitive tummies. 

Is there a risk my baby could be allergic to my cat?

And more options are on the way. Next month will see the introduction of a special weight management formula for kitties battling the bulge, an indoor formula for house cats, and an Adult Prime range to keep older felines fit and healthy.