About Sheba
Sheba stands as the premium cat food brand within Mars Petcare's portfolio, delivering luxury dining experiences for discerning felines since 1982. Owned by Mars, Incorporated, one of the world's largest privately held corporations, Sheba pioneered the super-premium cat food segment and continues to represent the pinnacle of indulgent cat nutrition. The distinctive Russian Blue cat mascot symbolises the elegance and refined taste that defines every Sheba product, from delicate flakes in jelly to luxurious pâté recipes. Sheba was introduced in Hamburg, Germany in 1982, launching at a pivotal moment in the European pet food industry. The early 1980s saw expanding pet ownership and rising disposable incomes driving demand for specialised, premium products beyond basic nutrition. Mars identified an opportunity to create truly luxurious cat food that would appeal to owners who viewed their cats as family members deserving the finest quality. Sheba's innovative packaging, portion sizes, and emphasis on the emotional bond between cats and owners quickly established the brand as a luxury option. Early television advertising in Europe during the late 1980s and early 1990s positioned Sheba as a luxurious treat for discerning cats, emphasising rich taste and elegant presentation. The Russian Blue cat mascot became central to brand marketing, representing the sophistication and natural allure that Sheba aimed to embody. This premium positioning differentiated Sheba from mass-market brands including Mars's own Whiskas, creating a clear brand hierarchy within the portfolio. Mars's UK pet food history extends back to 1934 when Mars Limited acquired Chappel Brothers, makers of Chappie dog food. The subsidiary became Petfoods Ltd in 1956, launching the Whiskas brand in 1958. By 1975, this became the Pedigree Petfoods division of Mars Ltd. Today, Mars Petcare operates as a major division of Mars, Incorporated, owning Whiskas, Sheba, KiteKat, Pedigree, and numerous other pet care brands. Sheba occupies the premium tier, complementing rather than competing with everyday brands. The Sheba product range encompasses multiple formats designed to satisfy diverse feline preferences. Flakes in jelly present delicate, tender pieces suspended in flavoursome jelly that cats find irresistible. This format showcases quality ingredients and provides an appealing texture experience. Chunks in gravy offer hearty meat or fish pieces swimming in rich, savoury gravy for cats who prefer substantial textures. Luxurious pâté delivers smooth, refined consistency for cats who favour delicate textures. The velvety pâté format enables even fussy eaters to enjoy every morsel. Soup broths provide hydration alongside nutrition in a format cats find particularly appealing, encouraging fluid intake while delivering delicious flavours. Perfect Portions, introduced in mid-2014, represent a packaging innovation focused on convenience and reduced waste. Twin-pack trays provide pre-portioned servings, eliminating the need to refrigerate partially used tins or pouches. Each portion remains fresh until serving, ensuring cats receive optimal taste and nutrition. The format simplifies feeding routines while maintaining Sheba's premium quality standards. Meaty stick treats extend beyond main meals to provide indulgent snacking opportunities. These treats deliver concentrated flavour in formats designed for bonding moments between cats and owners. The treats complement the core wet food range without replacing nutritious meals. Sheba's commitment to responsible sourcing includes emphasis on 100% fish in relevant recipes. The brand has launched one of the world's largest coral reef restoration programmes through Mars Sustainable Solutions, demonstrating environmental responsibility alongside product quality. This sustainability focus addresses growing consumer interest in ethical pet food choices. Sheba products are widely available across UK retailers. Major supermarkets including Tesco, Sainsbury's, Asda, Morrisons, and Waitrose stock comprehensive ranges in their pet food aisles. Pet specialists like Pets at Home offer extensive selections. Online retailers including Amazon and specialist pet websites provide subscription and delivery options. Premium positioning means prices exceed everyday brands, making price comparison valuable. When comparing Sheba to competitors like Gourmet, Lily's Kitchen, and Applaws, each serves the premium wet cat food segment differently. Gourmet (Nestlé Purina) offers similar luxury positioning at comparable prices. Lily's Kitchen emphasises natural, organic ingredients. Applaws provides high-protein, limited-ingredient formulas. Sheba's unique combination of Mars's global expertise, innovative packaging, and established premium heritage maintains strong market position. For UK cat owners seeking to treat their feline companions to truly indulgent dining experiences, Sheba delivers the luxury and quality that has defined the super-premium cat food segment for over four decades. Whether serving elegant flakes in jelly, convenient Perfect Portions, or rich pâté, Sheba ensures every meal feels special. Using Grocefully to compare Sheba prices across UK retailers ensures you find the best deals on premium cat nutrition.