First and Only Allergen-Reducing Cat Food Now in Australia

Purina® Pro Plan® LiveClear™ is shown to reduce allergens in cat hair and dander

PurinaProPlanLC

A revolutionary approach to managing cat allergens at their source is now available to Aussies for the first time ever: Purina® Pro Plan® LiveClear™ is the first and only cat food to reduce the allergens in cat hair and dander. Pro Plan LiveClear comes in five different variants, and is available now in Petbarn stores across Australia, and from other pet retailers from 1st August 2021.

This new breakthrough in managing feline allergens is the culmination of more than a decade of Purina Institute research, dedicated to finding a safe and effective way to address a problem that impacts up to one in five adults.1,2 

Today’s announcement is expected to be a welcome relief for some cat allergy sufferers who rate their symptoms as quite severe or very severe. The impact of allergy symptoms have been cited as the reason why allergy sufferers in Australia have either considered relinquishing, or had to relinquish a cat.3

With the capability to reduce the allergens in cat hair and dander with daily feeding in as little as three weeks, Pro Plan LiveClear is outstanding nutrition with the power to change the lives of Australians by potentially helping cat owners with sensitivities become closer to the cats they love. 

Pro Plan LiveClear may help keep more cats in their forever homes

Pro Plan LiveClear has the potential to help keep more cats in their ‘forever homes,’ according to Dr. Zara Boland – Purina Veterinary External Affairs Manager in Australia. In a study of cat relinquishments in Australia, allergies were cited as the reason for the decision in 18% of cases.3

“I am one of many people who experiences sensitivity to cat allergens, which is of course ironic given my line of work! Sadly, sensitivity to allergens is often cited as the reason for relinquishment of pets to animal shelters, or a barrier to cat ownership or adoption, so I’m really optimistic about the meaningful difference Pro Plan LiveClear may make to breaking that pattern,” she said. 

Managing allergies can be a substantial and ongoing struggle for many. Particularly when it begins to limit the interactions between owners and their cats who would otherwise typically spend 3.4 hours per day together.4 Australian research figures reveal 60% of cat owners consider their cat as a member of the family and 27% describe their cat as a companion, affirming the strong bond between owners and their pets.5

Despite that, many allergy sufferers still choose to have a cat, and current methods for managing cat allergens often include limiting time or activities with the cat; isolating the cat in the home; or even removing the cat from the home altogether.

How Pro Plan® LiveClear™  works

Many people believe that cat hair or dander is the cause of cat allergies, but it’s actually what’s on the hair that causes the problem. 

-    Fel d 1 is a protein that cats produce naturally in their saliva.5,6 
-    All cats produce Fel d 1, regardless of breed, age, hair length, sex or body weight.6,7 
-    When cats groom, Fel d 1 gets on the hair and skin through the saliva, and eventually into the environment.8
-    The key ingredient in Pro Plan LiveClear is a specific protein sourced from eggs.
-    When cats eat Pro Plan LiveClear, the protein binds to the Fel d 1 and safely neutralises it in the cat’s mouth.
-    By reducing active Fel d 1 in the cat’s saliva, it reduces the allergen that is transferred to the cat’s hair and dander when they groom, ultimately reducing allergens in the environment. 9,10
-    In a published study, feeding Pro Plan LiveClear was shown to reduce the allergens in cat hair and dander by an average of 47%, starting in the third week of daily feeding.9

Cat safety was critically important to Purina Institute scientists when developing the product. 

“As a cat lover and veterinarian, my focus is on the health and safety of the cats under my care. The beauty of Pro Plan LiveClear is that it reduces cat allergens in cat hair and dander without impacting the physiology of the cat,” explains Kurt Venator, Chief Veterinary Officer at Purina. “Because scientists don’t know exactly why cats produce Fel d 1, our goal was to neutralise it rather than inhibit its production.” 

A six-month safety study also showed that the egg product ingredient coating the Pro Plan LiveClear kibble is completely safe for cats to eat.11 The action happens in the cat’s mouth, but once swallowed, the ingredient is digested like any other protein. 

Pro Plan LiveClear is not intended to replace other allergen-reduction strategies but, rather, to add another measure that can help reduce the allergen burden in cat households. It is a groundbreaking approach to cat allergen management that has the potential to improve the lives of cats and the families who love them.

Pro Plan LiveClear is a 100% complete and balanced dry cat food with outstanding taste and nutrition designed for daily feeding. 

Availability and Pricing

Pro Plan LiveClear is available now in Petbarn stores across Australia. It comes in five different formulas to suit different feline dietary needs  – Kitten, Adult, Senior, Urinary Care and Indoor/Hairball Control. RRP from A$49.99.


For more information on the scientific discovery, visit 
https://www.purina.com.au/brands/purina-pro-plan/live-clear 

References:
1.    Bousquet, P.J., Chinn, S., Janson, C., Kogevinas, M., Burney, P., & Jarvis, D. (2007). Geographical variation in the prevalence of positive skin tests to environmental aeroallergens in the European Community Respiratory Health Survey I. Allergy, 62, 301-309. Doi: 10.1111/j.1398-9995.2006.01293 
2.    Zahradnik, E., & Raulf, M. (2017). Respiratory allergens from furred mammals: environmental and occupational exposure. Veterinary Sciences, 4, 38. Doi: 10.3390/vetsci4030038 
3.    Sarah Zito, John Morton, Dianne Vankan, Mandy Paterson, Pauleen C. Bennett, Jacquie Rand & Clive J. C. Phillips (2016) Reasons People Surrender Unowned and Owned Cats to Australian Animal Shelters and Barriers to Assuming Ownership of Unowned Cats, Journal of Applied Animal Welfare Science, 19:3, 303-319, DOI: 10.1080/10888705.2016.1141682
4.    Bonnet, B., Messaoudi, K., Jacomet, F., Michaud, E. Fauquert, J. L., Caillaud, D., & Evrard, B. (2018). An update on molecular cat allergens: Fel d 1 and what else? Chapter 1: Fel d 1, the major cat allergen. Allergy, Asthma and Clinical Immunology, 14, 14. Doi: 10.1186/s13223-018-0239-8
5.    Newgate Research (2019) for Animal Medicines Australia Pty Ltd. Pets in Australia: A national survey of pets and people. National Survey of 2,013 respondents
6.    Kelly, S. M., Karsh, J., Marcelo, J., Boeckh, D., Stepner, N., Litt, D., ...Yang, W. H. (2018). Fel d 1 and Fel d4 levels in cat fur, saliva and urine. Journal of Allergy and Clinical Immunology, 142, 1990-1992.e3. doi:  10.1016/j.jaci.2018.07.033 
7.    Butt, A., Rashid, D., & Lockey, R. F. (2012). Do hypoallergenic dogs and cats exist? Annals of Allergy, Asthma & Immunology, 108, 74-76. Doi: 10.1016/j.anai.2011.12.005
8.    Nicholas, C., Wegienka, G., Havstad, S., Ownby, D., & Johnson, C. C. (2008). Influence of cat characteristics on Fel d 1 levels in the home. Annals of Allergy, Asthma & Immunology, 101, 47-50.  
9.    Satyaraj, E., Gardner, C., Filipi, I., Cramer, K., & Sherrill, S. (2019). Reduction of active Fel d1 from cats using an antiFel d1 egg IgY antibody. Immunity, inflammation and disease, 7(2), 68–73. doi:10.1002/iid3.244
10.    Satyaraj, E., Li, Q., Sun, P. & Sherrill, S. (2019). Anti-Fel d 1 immunoglobulin Y antibody-containing egg ingredient lowers allergen levels in cat saliva. Journal of Feline Medicine and Surgery, 21(10), 875-881. doi: 10.1177/1098612X19861218
11.    Matulka, R. A., Thompson, L., & Corley, D. (2019). Multi-level safety studies of anti Fel d 1 IgY ingredient in cat food. Frontiers in Veterinary Science, 6, 477. doi: 10.3389/fvets.2019.00477