WHISKAS
WHISKAS adds the animal-food side of Class 31 in a way most users will recognise instantly. The mark has long-standing retail presence in the UK and makes the class feel broader than fruit and farming alone.
UK IPO Record
Brand History & Trademark Analysis
WHISKAS adds the animal-food side of Class 31 in a way most users will recognise instantly. The mark has long-standing retail presence in the UK and makes the class feel broader than fruit and farming alone. It also improves relevance for pet-food searches.
It also improves relevance for pet-food searches.
Nice Class 31 covers fresh produce. View all Class 31 trademarks and case studies →
Historical Background
Mars Inc. launched the Whiskas brand in the UK in 1958 under the name "Kattomeat," rebranding to Whiskas in 1974. The Whiskas trademark is registered alongside Pedigree within Mars's UK holding company, illustrating the corporate strategy of clustering pet-food marks under a single legal entity. The brand's long-running television campaign featuring the line "8 out of 10 cats prefer Whiskas" was the subject of an Advertising Standards Authority investigation in 1999 into the basis of the statistical claim, resulting in a revised wording. Whiskas is now the world's best-selling cat food brand by volume.