Purina Pro Plan LiveClear wins 2021 Product of the Year
This innovative, one-of-a-kind formula neutralizes the major allergen in cat hair and dander to help strengthen the bond between cat owners and their felines.
Earlier this year, Purina Pro Plan LiveClear was elected Product of the Year winner for 2021 by 40,000 American shoppers through a survey conducted by Kantar—a global leader in consumer research. This groundbreaking formula comes from over a decade of Purina research and helps neutralize the major allergen found in cat hair and dander to aid owners in managing the common irritants associated with their beloved felines.
“Many people think that cat hair is the problem, but it’s actually what’s on it—the major cat allergen called Fel d 1,” said Ebenezer Satyaraj, PhD, an immunologist with Purina and lead researcher for Pro Plan LiveClear, in a company release.
“Fel d 1 is produced naturally in cat saliva, and when they groom themselves, it gets on the hair and skin through the saliva, and ultimately into the environment,” he added.
The main component found in Pro Plan LiveClear is a distinct protein sourced from eggs that when consumed, binds to Fel d 1 and is then safely neutralized in the mouth. According to the release, reducing the active allergen in saliva helps to further reduce the allergen from being transferred to the cat’s hair and dander during the grooming process. Ergo, curtailing its exposure within the environment.
What’s more, according to a survey from the Human Animal Bond Research Institute (HABRI), about 1 in 4 US cat owners or household members experience cat allergens.1 When fed daily, Pro Plan LiveClear has been proven to substantially reduce the major allergen in cat hair and dander within the span of 3 weeks.
Pro Plan LiveClear is available nationwide at specialty pet stores and online retailers in 6 formulas. To discover more about Purina and its mission, go here.
- Human Animal Bond Research Institute/Purina Pro Plan online survey of 2,062 cat owners age 22 or older, fielded Dec. 2019 by data and analytics consultancy, LRW.