Leading Pet Food Maker Partners with Veterinarian Dr. Ernie Ward to Educate About the Importance of Lifestage Nutrition for Pets 11 and Older

MASON, OHIO (March 7, 2012) – Just like humans, the pet population is living longer. In fact, 11 percent of pets in the U.S., approximately 33 million, are 11 years or older. As pets age, their health and nutritional requirements change and they need extra support so they’re able to play young and stay young. Pets count on their owners to make smart nutritional choices throughout every stage of a dog’s and cat’s life. With this in mind, IAMS is introducing Senior Plus diets, available for dogs and cats in the ProActive Health and Premium Protection formulas, to specifically address the unique needs of pets age 11 and older.

Because Dr. Ernie Ward (a pioneer in senior animal health) and IAMS both have a passion for educating pet parents about lifestage nutrition, they’ve teamed together to share with Americans how best to keep four-legged companions healthy, playful and active throughout their lifetime, especially once they reach the double-digit age bracket. “I know from working with my pet patients, that providing your cat or dog with the proper nutrition at every life stage, whether it be puppy and kitten, adult or senior, is essential to their development,” said Dr. Ward. “With the introduction of their new Senior Plus formulas, IAMS is specifically addressing the health and nutritional needs of pets, both dogs and cats, who are 11 years and older, and providing them with what they need to help them fight the signs of aging. This commitment to improving the health of dogs and cats is one of the many reasons why I trust and recommend IAMS to those in my practice.”

Because pets play such an important role in families, IAMS wants to help pet parents keep their pets playing young and staying young at every stage of an animal’s life, including their senior years. The new Senior Plus formulas include specific ingredients for more mature cats and dogs to ensure they have the right amount of pep in their step, including:

  • Forever Young – Antioxidants to restore immune response to that of a healthy adult pet, including Vitamin E
  • Keep Things Moving – Tailored fiber blend, including prebiotics and beet pulp for healthy digestion
  • Stay Lean Lifelong – More fat to help maintain ideal weight and body condition and L-carnitine to help pets utilize dietary fat; and high-quality protein from chicken and egg to help maintain muscle mass

“Since 33 million pet parents care for animals 11 years or older, it’s important that they have the information to make an informed decision about which formula to feed their senior cat or dog,” said Laura Lewis, external relations manager, IAMS. “Because pets are counting on us to make good decisions, IAMS developed the new Senior Plus formulas to ensure consumers have an option for their senior pet.”

IAMS Senior Plus is available in the brand’s ProActive Health and Premium Protection formulas for cats and small to medium breed dogs age 11 and older, and ProActive Health for large breed dogs age 9 and older, at pet specialty stores, mass retailers and grocers. To learn more about IAMS Senior Plus, visit www.IAMS.com.

About P&G Pet Care
For more than 60 years, P&G Pet Care (NYSE:PG), the maker of IAMS and Eukanuba, has enhanced the well-being of dogs and cats by providing world-class quality foods and pet care products. To learn more about Eukanuba® and IAMS® Dog & Cat Foods or general pet care and nutrition information, call the Consumer Care Center at (800) 446-3075. You can also visit us on the Web at www.IAMS.com or www.eukanuba.com.

About Procter & Gamble
P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, IAMS®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.