Felix

How ethical and sustainable is Felix?

Felix is a Nestlé-owned cat food brand. The brand did not earn high Ethical Ratings in our Ethical Cat and Dog Food Ratings Table. Felix is unable to obtain Ethical Accreditation at the time of writing as it fails to meet The Good Shopping Guide’s ethical standards. Regardless, we believe that in the years ahead, this organisation will begin to evolve its sustainability policies and become Ethically Accredited.

What is Felix and what does it do?

Prior to the Second World War, Felix Catfood Ltd. began as a dry cat biscuit factory. In the English town of Biggleswade, Bedfordshire, it had just one factory. As part of its development into the UK pet food industry, The Quaker Oats Company purchased the business in 1970. A new product line was then introduced after production was transferred to the Quaker’s factory in Southall, West London.

Due to weak sales and competition from competing cat feeds in the 1980s, major retailers were considering de-listing the Felix brand. In 1989, the company had a relaunch with a new product line and its recognisable Felix character in black and white. Its market share in the UK and across Europe substantially expanded after a significant newspaper and later TV advertising campaign.

In 1995, The Quaker Oats Company sold Felix to Spillers along with its entire European pet food operation. In 1997, Nestlé purchased Felix.

How can Felix improve its Ethical Rating?

In order to improve its Ethical Rating, Felix needs to consider taking action on areas of interest such as Animal Welfare, Genetic Modification and more.