IAMS for Vitality with Fresh Chicken cat food

IAMS is a heritage brand in the pet food industry, founded in 1946 by Paul F. Iams in Ohio, USA. The brand was built on the philosophy that pets are carnivores and require high-quality animal protein to thrive. Over the decades, IAMS revolutionized the market by introducing the first animal-protein-based dry dog food and expanding into feline nutrition in the 1980s.

Ownership of the brand is uniquely split by region following a major divestiture by Procter & Gamble in 2014. While Mars, Incorporated owns and manufactures IAMS across North America and most global markets, the European business—including the United Kingdom—is owned by Spectrum Brands. For the UK market, products like the one pictured are typically manufactured at a high-tech facility in Coevorden, Netherlands, which was acquired by United Petfood in 2020 to produce IAMS on behalf of Spectrum Brands.

The 'IAMS for Vitality' range represents a modern evolution of the brand, focusing on seven signs of healthy vitality. Today, despite the regional split in ownership, the brand remains committed to its original vision of advanced nutrition through high animal protein content and scientific innovation.