For the first time in 11 years, Meow – Kormotech’s cat food brand – unveils a refreshed design and upgraded recipe

Evolving with pet parents — while staying true to ourselves

More than 20 years ago, Meow helped launch Kormotech’s mission to change the culture of feeding pets in Ukraine. It became one of the first domestically produced cat foods made from local ingredients. It played an important educational role, teaching pet parents about complete and balanced diets that provide essential proteins, fats, vitamins, and minerals, thereby helping to transition pets from table scraps to proper nutrition.

“Two decades later, Meow continues that mission for a new generation of pet parents — those who seek not only affordable food but also peace of mind that their cat is getting high-quality, balanced nutrition,” explains Zenovii Duda, Senior Brand Manager for the Standard Segment (Meow, Hav, My Love) at Kormotech. 

“That’s why Meow is relaunching — preserving its core while reinforcing its biggest strengths: trust, care, and nutritional balance — all proven by millions of loyal consumers. The update also responds to modern market demands: the pet food sector is growing, and consumers are now paying attention not just to price, but also to ingredients, values, and emotional connection. That’s why Meow is transforming — with respect for its heritage and full awareness of current needs.”

The most significant changes are in the recipe. Each pouch of wet food now contains at least 75% meat or fish ingredients — a notably high content for its segment, surpassing even some premium products. Meow’s dry food remains well-balanced in terms of protein, fats, and vitamins, and now includes taurine, essential for cats’ vision and heart health.

The brand now offers nine wet food flavors — from classic chicken or beef to combinations like rabbit and turkey — and six dry food varieties. This variety allows pet parents to mix, match, and tailor their cat’s meals without limitations.

Meow also revamped its packaging, giving it a brighter, more premium look.

According to internal Brand Health Tracker (BHT) research, Meow ranks among the top three brands in its segment. It even outperforms competitors in specific attributes, enjoying a high level of consumer trust. It remains a brand that feels like home, just more vibrant than ever.

"CATS KNOW WHO THEY TRUST. 20 Years of Trust"

This is the slogan at the heart of Meow’s new campaign. In the TV ad, a young girl finds a kitten, and they grow up together. It’s a story many families can relate to: a pet staying by your side through life’s most meaningful moments.

The campaign spans all primary channels, including national outdoor advertising, branded public transportation, subway branding in Kyiv and Kharkiv, TV, and radio.

This transformation was made possible with the help of two independent agencies:

Saatchi & Saatchi is responsible for the new packaging design, which maintains brand recognition while adding a modern touch.

Kufer Design — developed the communication platform based on an in-depth analysis of Meow’s legacy and consumer values.

“As we delved into Meow’s brand heritage and what it means to consumers, it became clear: after 20 years, Meow isn’t just a cat food — it’s a familiar and trusted choice,” say representatives from Kufer Design.

“The phrase ‘CATS KNOW WHO THEY TRUST’ didn’t come from a marketing brainstorm. It emerged from a deep understanding that trust isn’t built by advertising — it’s earned through consistent quality. Cats are selective and honest. If they choose something, it means it’s truly reliable. That’s what we wanted to capture in the new communication platform. This phrase perfectly reflects the emotional bond between the cat, the pet parent, and the brand. The choice of food is rooted in trust, positive experience, and care. And our hero — the cat — makes it clear: he chooses what he knows and trusts — Meow. A brand that doesn’t need to prove itself — it confirms what pet parents already believe.”

What’s next?

In the summer of 2025, the brand will introduce new products that have never been seen in its portfolio before. Kormotech is expanding the brand while staying true to its essence: accessible, high-quality, reliable, and familiar.