Hill’s Pet Nutrition has launched a new diet for the management of feline hyperthyroidism.

Hill’s Pet Nutrition has launched a new diet for the management of feline hyperthyroidism.

Hill's congress team on its standThe pink polo shirts worn by Hill’s staff during World Congress told delegates “to believe the hype”, and the firm chose congress as the perfect chance to launch the new diet.

Prescription Diet y/d Feline was the chief focus of Hill’s on-stand activities, and hundreds of delegates were given information on the science behind the new diet in back-to-back seminars held in the Olympian Suite in the NIA.

Hyperthyroidism is thought to affect one in 10 cats in the UK, and it is said to be the most commonly diagnosed endocrinopathy in cats. Treatment normally involves invasive surgery, treatment with radioactive iodine or pilling.

However, Hill’s unveiled the new product – the first all-new addition to the Prescription Diet range – as a nutritional alternative to the condition, and one that could, according to the research it reported, manage thyroid health in three weeks.

Prescription Diet y/d Feline is, says Hill’s, the first and only low-iodine nutrition for cats.

Veterinary specialists Marge Chandler and Danielle Gunn-Moore, both from the University of Edinburgh, gave presentations at the launch – Dr Chandler on the WSAVA’s V5: Fifth Vital Sign initiative and Prof Gunn-Moore on the issues of feline hyperthyroidism.

Hill’s global chief executive Neil Thompson said: “Prescription Diet y/d Feline is a transformational breakthrough in terms of hyperthyroid health. Today, far too many vets still view nutrition as a form of sustenance rather than as a tool for the clinical management of a pet. We are continuing to close the gap regarding promotion of the fifth vital assessment.”

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