purina launched liveclear in february 2020 after more than a decade of research dedicated to addressing and mitigating a major cat allergen causing adverse reactions in humans. in a national survey conducted by kantar, 40,000 us consumers chose liveclear as the no. “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.”
this reduces the spread of the allergen from saliva to hair and dander, therefore reducing the allergen and the risk of allergic reactions in the surrounding environment. as a solution, purina’s liveclear formulas have been shown to significantly reduce fel d1 in cat hair and dander in as little as three weeks, the company stated. the liveclear line currently includes three formulas for adult cats: chicken and rice, salmon and rice, and turkey and oatmeal for cats with sensitive skin and stomachs.
it’s no wonder then that 67% of u.s. families have at least one pet in their pack, according to a 2019-20 survey by the american pet products association. as many as 1 in 5 adults have some level of sensitivities to cat allergens, which can make playing, cuddling and coexisting with them a real challenge. he asked his team of scientists to help him devise a “completely novel, effective and cat-safe nutritional solution that could reduce the allergens that these cats put out into the environment.” challenge accepted. working with dozens of scientists, satyaraj spent the next decade creating and refining a completely new way to address the problem from a nutritional standpoint. this distinction would prove to be the springboard for his team’s research and development of purina pro plan liveclear, the world’s first and only allergen-reducing cat food.
focusing on the root cause of the allergen, the purina team set out to create a nutritional cat food that could neutralize this protein in a cat’s saliva, essentially stopping it in its tracks. by adding a specific protein sourced from egg to the ingredients in pro plan liveclear, satyaraj’s team devised a way for that protein to bind to fel d 1 and neutralize it — while not altering the cat’s physiology at all. in a survey conducted by purina pro plan and the human animal bond research institute of 2,000 cat owners in the u.s., 37% of those with cat allergen sensitivities said they had changed their lifestyle to accommodate their cat. purina’s research revealed that after just three weeks of feeding a cat the pro plan liveclear diet daily, allergens in cat hair and dander could be reduced by an average of 47%. “apart from being an amazing diet, it has the additional benefit of neutralizing the allergen at its source.” for cats and their humans, it’s a win-win. pets and people belong together,” said satyaraj, “and this is a unique nutritional [approach] to be able to address a challenge that can be a barrier to cat ownership.” to learn more about this groundbreaking innovation in pet care, check out the video below, and head to your local pet specialty store to pick up a supply of purina pro plan liveclear.
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