First-and-Only Food that Reduces the Major Allergen in Cat Hair and Dander
Product of the Year is the largest consumer-voted award for product innovation, chosen by 40,000 American shoppers in a national survey conducted by Kantar, a global leader in consumer research. Praised for its innovation in the pet food space, Pro Plan LiveClear is a breakthrough formula for cats that reduces the major allergen in cat hair and dander. It is the culmination of more than a decade of Purina research dedicated to finding a safe, effective way to address a problem that impacts countless cat-owning households worldwide.
Pro Plan LiveClear is currently available nationwide at pet specialty stores and online retailers in three formulas including Adult Chicken & Rice formula, Adult Salmon & Rice formula, and Adult Sensitive Skin & Stomach Turkey & Oat Meal formula. Starting March, 2021, three new Pro Plan LiveClear formulas will be available, including Adult Weight Management, Adult Indoor and Adult 7+ Prime Plus.
“Many people think that cat hair is the problem, but it’s actually what’s on it – the major cat allergen called Fel d 1,” said Dr. Ebenezer Satyaraj, immunologist with Purina and lead researcher for Pro Plan LiveClear. “Fel d 1 is produced naturally in cat saliva, and when they groom themselves, it gets on the hair and skin through the saliva, and ultimately into the environment.”
The key ingredient in Pro Plan LiveClear is a specific protein sourced from eggs. When cats eat LiveClear, the protein binds to Fel d 1 and safely neutralizes it in the mouth. By reducing the active allergen in saliva, it reduces the allergen transferred to the cat’s hair and dander when grooming, ultimately reducing the allergen in the environment.
According to a survey* from the Human Animal Bond Research Institute, approximately 1 in 4 U.S. cat owners are or have someone in their household who is sensitive to cat allergens. When fed daily, Pro Plan LiveClear has been shown to significantly reduce the major allergen in cat hair and dander in as little as three weeks. It’s an entirely new way to manage cat allergens, helping cat owners build even closer bonds with the cats they love.
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