Your Pet, Our Passion.

Why do the kibbles in the new FRISKIES® look different compared to the current?

The new formula for FRISKIES® uses non-artificial colours, hence the kibbles look different from the current kibble products but just as delicious!

We are continuously monitoring consumer trends and know that trends continue to evolve, and we know that in the same way that people tell us they don’t want artificial colours in their food, they also tell us they don’t want them in their pet’s food either.

We are responding to this consumer feedback and will remove artificial colours from all PURINA products by end 2024 without compromising on quality or taste. 

The difference in kibble colours does not affect the overall nutritional composition or quality of the product. ​