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Nutricat, a supermarket cat food launched this year, has released the results of a survey which, it says, shows that modern day lifestyles are resulting in British cat owners anthropomorphising their cats.
The survey found that 54% of cat owners believe their cat shares similar emotions to them, 40% sign greetings cards from their cat, and 1/3 say their cat is a better listener than their partner.
Anthropomorphism is nothing new, and since the press release came from a supermarket brand, it would ordinarily have been destined for the 'Deleted Items' folder.
However, one thing caught my eye. In the press release, Nutricat was described as: a new brand of veterinarian approved advanced feline nutrition'.
But it's not just how Nutricat is described in the press release. The title of the Nutricat website is: 'Veterinarian approved cat food', and the words 'veterinarian approved' appear no less than 3 times on the home page. It doesn't stop there. Tesco seems to have got the message too.
So how many veterinary surgeons are required to endorse something in order to claim, reasonably, that it is 'veterinarian approved'. A couple of RCVS Specialists in Feline Medicine? 10 general practitioners? 20? 50? 100?
VetSurgeon.org rang the PR agency for Nutricat and asked the question.
The answer is one.
What do you think? Take part in our poll, here: http://www.vetsurgeon.org/forums/t/9928.aspx