Nestlé Purina is to reduce the packaging of its Go-Cat dry cat food by 10% with a new format that will hit shelves next month.
Design agency Toucan has decreased the space at the top of the pack in a bid to save more than 195 tonnes of packaging a year from the 950g and 375g boxes of Go-Cat.
The smaller packs will allow for a more efficient use of shelf-space, Nestlé said, and would in some cases mean an extra shelf could be added.
Nestlé Purina customer development manager Andrew Harding said: "Reducing our packaging represents an opportunity for retailers to fulfil their sustainability agendas and maximise shelf space to increase profitability."
The reduction means that the 250g and 375g will save 96.9 and 98.8 tonnes of packaging, a 10% reduction on 2009 the firm said.
Toucan has also redesigned the look of the packaging to accompany the relaunch to reassure customers that the product itself has not been changed.
Nestlé has also revamped the Go-Cat website to include a games section and a downloadable cone for shoppers to measure the correct amount of food for their cat.