Ceva Animal Health has launched Feliway Friends, a new pheromone to help reduce tensions and conflicts in households with more than one cat.

The company highlights a 2014 survey which found that 44% of cat owning households have more than one cat, with nearly a third of those questioned stating that they had experienced fighting and aggression between pets in the household¹.

Feliway Friends is a synthetic copy of the cat appeasing pheromone (CAP) naturally produced by nursing queens to support their kittens after birth. The company says this pheromone helps cats feel safe and secure, and maintains a harmonious bond between them.

Ceva says Feliway Friends is clinically proven to significantly decrease the intensity and frequency of signs of tension in households with more than one cat. According to another study, 84% of cat owners believed there was a significant improvement in how their cats got on after using the product². 

Feliway Friends and Feliway Classic can be used at the same time if the owner is experiencing conflicts alongside other stress-related behaviour problems such as urine marking, scratch marking and general anxiety.

Available as a 30-day diffuser and refill, Feliway Friends lasts for up to 30 days and covers an area of up to 70m².  

Claire Russell, Feliway product manager at Ceva Animal Health, said: "Inter-cat aggression is a major problem in multi-cat households, with many cats experiencing stress in the home due to sharing resources. Feliway Friends is a great support to encourage harmony in multi-cat homes. By introducing the cat appeasing pheromone and educating owners on resource management and how to create a cat friendly home, we can significantly improve feline relationships in our UK multi-cat homes.’’ 

Ceva Animal Health has launched a range of marketing materials to support the launch of the new product, including an eight-page pet owner leaflet and poster. Practices can also request an online toolkit which includes: images, website content, social media assets and articles to help educate clients facing aggression between household cats. 

For information on FELIWAY visit www.feliway.com/uk. 

References

1. Feliway brand equity research, Burke 2014
2. De Porter et al. (2014) Evaluation of the efficacy of a new pheromone product versus placebo in the management of feline aggression in multi-cat households. Proceedings of the ACVB/AVSAB Veterinary Behavior Symposium pp17-18

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