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22nd June 2020

Reducing your exposure to cat allergens with Purina PRO PLAN LIVE CLEAR

Sensitivity to cat allergens can significantly limit the closeness between people and their cats. Now, following a decade of research, scientists at Purina have developed a revolutionary approach to the management of cat allergens.

Purina PRO PLAN LIVE CLEAR, launched in the UK on 15 June, is the first and only cat food that reduces the active allergens on cat hair and dander. It is designed to safely neutralise the major cat allergen Fel d 1 produced in your cat’s saliva, so reducing the amount of active allergen that they release into the environment.

The cat food has been proven to reduce the allergen on cat hair and dander by an average of 47%, from the third week of daily feeding*.

Dr Maggie Roberts, Director of Veterinary Services at Cats Protection comments: “Living with a cat allergy isn’t easy as many of the management techniques are time-consuming, laborious and are not feline-friendly. For example, bathing your cat can be a stressful experience and is often impossible. Similarly, keeping them restricted to a certain part of the house can also result in increased levels of stress for the cat.

“Unfortunately, human allergies are a major cause of cat relinquishment – in 2019, 1,320 cats were sadly given up for adoption to Cats Protection due to human sensitivities to cat allergens. Having partnered with Purina for over 30 years, we’re excited that they have developed a feline-friendly product with the potential to help keep cats in loving homes.”

Purina PRO PLAN LIVE CLEAR is not intended to replace other cat allergen-reduction strategies but, rather, to add another measure that can help reduce the cat allergen burden in cat households. Purina believes that pets and people are better together and with this novel approach to cat allergen management, cats and their families can be closer than even before.

To find out more about Purina PRO PLAN LIVE CLEAR, visit

*A 10-week controlled study of 105 cats showed an average reduction of 47% starting from the third week of daily feeding

Exclusive offer for Cats Protection supporters!

What’s more, Purina is offering Cats Protection supporters an exclusive 20% discount for their first purchase of Purina PRO PLAN LIVE CLEAR.

Simply visit, create your account, select the right product for the life-stage of your cat and use the promotional code: CATSPROTECTION20 at checkout**

**T&Cs apply. UK, CI & IOM, 18+. Offer ends 31.12.2020, or when 750 valid unique applications for the 20% discount offer have been received, whichever is sooner. Please note - offer not valid if trial bag code already used.

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