Hydration matters: simple steps for happier, healthier cats

Expert guidance and sustainable tips for cat owners as part of the Paws Up For Health campaign presented by Breeder’s Choice, running throughout April.

Keeping your cat hydrated is one of the simplest yet most impactful ways to support their overall health. Proper hydration plays a vital role in preventing urinary tract issues, maintaining kidney health, and ensuring overall feline well-being. 

In celebration of the Paws Up For Health campaign presented by Breeder’s Choice, Dr Claire Jenkins, Breeder’s Choice Vet Ambassador and founder of VetChat, has compiled five expert-backed tips to help ensure your feline friend stays well-hydrated.

“Hydration is one of the simplest ways to support your cat’s health, yet it’s often overlooked. Small changes, like incorporating moisture-rich treats or providing multiple water sources, can significantly improve your feline’s well-being,” says Dr Claire Jenkins, Breeder’s Choice Vet Ambassador and founder of VetChat. 

“Here are five simple yet effective tips to help keep your cat well-hydrated.”

Top 5 Tips to Keep Your Cat Hydrated

1. Provide Fresh Water Daily

Cats are naturally drawn to fresh, clean water. Make sure to replace your cat’s water at least once a day and clean the bowl regularly to avoid bacterial build-up. “Cats are more likely to drink when their water is clean and appealing,” advises Dr Jenkins.

2. Incorporate Wet Food into Their Diet

Wet cat food can contain up to 80% water, making it an excellent way to boost hydration. “Including wet food in your cat’s diet not only enhances their water intake but also supports overall nutrition,” says Dr Jenkins.

3. Use Multiple Water Stations

Cats are more likely to drink water if it’s easily accessible. Place water bowls in multiple areas around your home, particularly in spots your cat frequents. Dr Jenkins adds, “Having multiple water sources encourages cats to drink more without effort.”

4. Enhance Treat Time with Hydration

Adding a small amount of water to treats, like Breeder’s Choice Tasty Treats, can provide an extra source of hydration while keeping treat time enjoyable. 

“Softening treats with water not only helps with hydration but can also be a great way to cater to cats with sensitive teeth or gums,” suggests Dr Jenkins.

5. Flavour Their Water

A splash of low-sodium chicken broth or tuna water can make drinking more enticing for cats. Dr. Jenkins recommends, 

“Offering flavoured water can be a great option for cats who are reluctant to drink plain water. However, always ensure fresh, clean water is available at all times”.

Celebrate Feline Well-being This April

The Paws Up For Health presented by Breeder’s Choice campaign continues throughout April, offering practical advice, fun activities, and expert insights. With hydration as a key focus, Breeder’s Choice hopes to inspire cat owners to take small, impactful steps toward improving their pet’s quality of life.

For more expert tips, informative blogs, and interactive activities, visit Breeder’s Choice’s website or follow their social media channels. Let’s make hydration a priority for healthier, happier cats!

MEDIA RELEASE, 1st April 2025

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The importance of drinking water for cats

Top 5 Health Tips for Cat Owners

Breeder’s Choice Launches Campaign to Promote Feline Well-being

Empowering cat owners with expert advice and sustainable solutions for happier, healthier cats throughout April.

Breeder’s Choice, famous for its commitment to sustainable, high-quality cat care products, is launching Paws Up For Health this April. Celebrated throughout the entire month, this campaign is dedicated to promoting feline well-being and equipping cat owners with essential care tips. 

It reflects Breeder’s Choice’s ongoing mission to enhance the lives of cats while championing eco-friendly solutions.

Because at the heart of it all, Your Cat Matters.

The campaign focuses on four key pillars of feline care —hydration, nutrition, enrichment, and balance — encouraging cat owners to make simple, impactful changes that contribute to their pets’ long-term health and happiness.

A key highlight is the collaboration with Breeder’s Choice Vet Brand Ambassador and VetChat Founder, Dr Claire Jenkins, who will share expert insights on feline health throughout April.


Commenting on the campaign, Dr Jenkins said: “Feline health is often overlooked, yet it’s essential for ensuring our pets lead happy, healthy lives. Paws Up For Health presented by Breeder’s Choice is a fantastic opportunity to educate cat owners on simple, effective ways to care for their cats.”

Throughout April, the campaign will deliver valuable content and interactive experiences, including:

✔️ Expert tips shared across Breeder’s Choice social media channels.

✔️ Informative blogs published regularly on their website.

✔️ Social Q&A session with Dr Jenkins.

✔️ Exciting competitions, influencer collaborations and product sampling opportunities.

Steve Adams, Managing Director of Breeder’s Choice, reinforced the brand’s mission: “At Breeder’s Choice, we’re passionate about providing sustainable, high-quality products that benefit both cats and the planet. 

Paws Up For Health strengthens our connection with cat owners and reinforces our position as a trusted partner in feline care.”

This inaugural Paws Up For Health campaign marks the beginning of an annual tradition by Breeder’s Choice, ensuring ongoing support for cat owners and their feline companions with sustainable solutions and expert guidance.

Because at Breeder’s Choice, Your Cat Matters—and every small change makes a big difference.

Follow Paws Up For Health presented by Breeders Choice at @breederschoicecats and www.breederschoicecats.com.au

About Breeder’s Choice:

For over 30 years, Breeder’s Choice has been at the heart of sustainable pet care, trusted by Australian cat owners who value both performance and environmental responsibility. Made from 99% recycled paper, their cat litter offers superior odour control without chemicals, ensuring a safe and clean environment for pets, people, and the planet. Lightweight, biodegradable, and highly absorbent, Breeder’s Choice litter provides a sustainable solution without compromising on quality.

The Breeder’s Choice family now includes tailored products for every stage of feline care:

• Breeder’s Choice PLUS Probiotic: Advanced odour control with natural probiotic action.
• Breeder’s Choice PLUS Kitten: Gentle pellets designed for kittens' sensitive paws.
• Breeder’s Choice Treats: A protein-rich, all-natural snack range made to satisfy even the fussiest feline friends.

Integral to the brand is Ginger, the charismatic Cat Morale Officer (CMO). Featured proudly on product packaging, Ginger embodies the playful and spirited nature of the brand. Known for boosting office morale and delighting in naps, Ginger reminds us that pets make life better—and Breeder’s Choice makes caring for them easier.

Part of FibreCycle’s portfolio, Breeder’s Choice reflects a commitment to doing good—providing eco-conscious pet care solutions that align with sustainable living. Whether welcoming a playful kitten or caring for a lifelong companion, Breeder’s Choice ensures every paw print leaves a positive mark on the planet.

Choose better for your pet and the environment. Choose Breeder’s Choice – because Your Cat Matters.

MEDIA RELEASE, March 2025

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Fix the Future: The Cat Protection Society of Victoria calls for statewide compulsory desexing

The Cat Protection Society of Victoria (CPSV) has launched its campaign ‘Fix the Future’ calling on Victorian cat lovers to help fund desexing efforts and sign a campaign advocating for compulsory desexing in every Victorian local council to help stop the needless suffering of kittens and help reduce the incredible strain on shelters, pounds and foster care groups across Victoria.

In 2024 CPSV desexed more than 2,440 cats and kittens, including nearly 1,300 female cats. With a single female cat and her offspring capable of producing up to 5,000 kittens in their lifetime, CPSV has a goal to eclipse the number of cats they desexed last year by 1,250 in 2025, helping to reduce the birth of a potential 18,000,000 kittens. This goal requires $100,000 in funding to cover the minimum cost of $80 per procedure.

CPSV Marketing, Communications and Fundraising Manager Rachel Bitzilis said in the last six months, shelters, pounds and foster groups across Victoria including CPSV have been inundated with vulnerable kittens.

“We are fortunate to have had the capacity and resources to provide kittens with the care they need. However, this isn’t the case for everyone. The heart-breaking reality is that some of these kittens are euthanised simply because there is no other option,” Rachel said.

“In 2024 six-week-old kitten Trevor, the hero of our campaign, was left abandoned at our shelter. He was cold, hungry and in a terrible state with injuries. 

Despite a terrible start to life, Trevor not only survived but thrived under our care where he was able to find a foster home and blossom into a playful, cheeky kitten.

"But for every Trevor we save, thousands aren’t so lucky. Recently a community member found an abandoned mother cat Mariah and her kitten but was turned away by the council as shelters were full. 

Barely an adult herself, Mariah was caring for a three-month-old kitten while already pregnant again which is a heart-breaking reminder of how fast cats can reproduce.”

Cats can breed as early as four months, yet many aren’t desexed until six months or later—if at all—driving endless unplanned litters. While desexing is mandatory in Tasmania, South Australia, Western Australia and the ACT, only nine Victorian councils require it.

“While we acknowledge and support the recent release of the Victorian State Government’s Cat Management Strategy, we believe urgent action is needed specifically around cat desexing,” Rachel said.

“With cat overpopulation continuing to grow, stronger measures must be introduced to ensure widespread and effective desexing policies across the state.”

By signing our Desex to Protect: A Council Call to Action Campaign, Victorians are adding their voice to a powerful movement pushing for change.

“With these signatures, we'll call on local councils to take immediate action and every dollar donated to CPSV will go directly towards desexing as many cats as possible, helping to prevent countless kittens from being born into suffering.

“With the support of Victorian cat lovers, we can ensure that every cat, like Trevor and Mariah, receives the care they deserve. Together, we can create a safer, more loving environment for all cats, protecting them from harm and offering them the chance to live happy, healthy lives.”

To donate to CPSV and to sign the petition, visit fixthefuture.catprotection.com.au

Hi Gloss Entertainment is delighted to announce the Australian theatrical release of cult Japanese documentarian Kazuhiro Soda’s 10th observational documentary, The Cats of Gokogu Shrine from March 27.

In the picturesque small coastal town of Ushimado in Japan’s Okayama Prefecture, a Shinto shrine has become home to an ever-growing colony of stray cats.

Enter Japanese documentarian Kazuhiro Soda, renowned for his self-imposed "10 Commandments of Observational Documentary," which include doing no prior research, having no pre-set themes or goals, and shooting long takes without scripts, narration, or superimposed titles — all while filming everything himself.

In his 10th observational documentary, Soda casts a calm and meditative eye over the shrine, its feline inhabitants, and their human neighbours. 

Set over the course of a year, he captures the lives of the cats as they adapt to the seasons, steal fish from local fishermen and interact with local residents, some of whom see the cats as a nuisance, while others view them as a potential tourist attraction for the town.

The result is a charming and thoughtful portrait of the delicate balance between cats and humans in an ever-evolving world set over the backdrop of a little explored region of Japan.

• Official Selection: Berlinale Forum
• ‍Official Selection: Sydney Film Festival
• ‍Official Selection: Melbourne International Film Festival
• ‍Official Selection: BFI London Film Festival

Kazuhiro Soda’s 10 Commandments of Observational Filmmaking‍

1 No research. 

2 No meetings with subjects. 

3 No scripts. 

4 Roll the camera yourself.

5 Shoot for as long as possible. 

6 Cover small areas deeply. 

7 Do not set up a theme or goal before editing. 

8 No narration, super-imposed titles, or music. 

9 Use long takes. 

10 Pay for the production yourself

Directed by Soda Kazuhiro
Year: 2024
Country: Japan

Language: Japanese
Runtime: 119 min
Rating: CTC

Cinema Showtimes

‍Melbourne

Cinema Nova (Previewing Sunday March 16 at 4.30pm)

Classic Cinema

Palace Brighton Bay

Palace Como

Palace Balwyn

Palace Pentridge

Palace Kino

ACMI - April 4-6 / 11-13

‍Sydney

Palace Central

Palace Moore Park

Ritz

‍Adelaide

Palace Nova Eastend (Previewing on Sunday March 23)

Perth

‍Leederville (Previewing on Sunday March 23)

Raine Square

Brisbane

Angelika

James St.

Hobart

State Cinema Hobart

Canberra

Electric

Whiskas® calls on the "cat haters" of Australia to give cats a chance

New research commissioned by WHISKAS® reveals that countless Aussies are overlooking the perfect pet - without even realising it. The trusted cat food brand is on a mission to prove that every pet lover has untapped potential, they just might not know it yet. 

Today, WHISKAS® is launching a bold new initiative to challenge cat scepticism head-on, inviting self-proclaimed ‘cat haters’ to step outside their comfort zones and discover the joys of feline companionship first-hand.

The study has uncovered some surprising insights into Australians' attitudes toward cats revealing that one in six Australians (15%) admit to disliking, or even outright hating cats. But here’s the kicker: 74% of them have never actually owned or lived with a cat, meaning their opinions are based purely on perception rather than experience.

At the same time, an overwhelming 91% of Australians agree that cats deserve a loving home, yet 62% say they have no plans to foster or adopt in the next 12 months.*

To bridge this gap and turn scepticism into love, WHISKAS® is launching the ‘Cat Conversion System’ - a program designed to give so-called cat haters the chance to foster a feline and see for themselves what they’ve been missing.

Teaming up with dedicated rescue groups 9 Lives Project Rescue and Hills Cat Rescue, WHISKAS® is ensuring each participant is matched with the perfect cat for their lifestyle. To make the transition even smoother, participants will receive the ultimate digital ‘Cat Conversion Kit’, which includes:

• Discounts on WHISKAS® Cat food & Cat Essentials with online retailer Pet Circle

• Expert tips and tricks on cat fostering and behaviour

• Consumer care support

Dr Juliette Tobias-Webb, a leading chief behavioural scientist and professor, is supporting the initiative to delve into the psychology behind why people form such strong opinions about cats and why this program could be the key to shifting those attitudes for good.

“There’s a psychological principle known as the ‘Mere Exposure Effect’, which suggests that the more time people spend around something unfamiliar, the more they grow to like it,” says Dr Tobias-Webb.

“What’s really fascinating is that 64% of Australians say they’d prefer a pet that’s independent and doesn’t require constant attention - traits that cats naturally embody! So for those who think they don’t like cats, they might actually be the perfect pet for them.”

Leading by example, Australian TV personality Jamie Durie and his family have stepped up to the challenge, opening their home to three-month-old foster kitten, Iskra.

“I’ve always been more of a dog person, so the idea of fostering a cat seemed a bit outside my comfort zone at first. But after just a few days with Iskra, I started to see things differently. It’s already been an incredibly rewarding experience for me and my family, especially for my daughter,” said Jamie.

“They’ve formed such a strong bond, and I’ve discovered that cats really do have a unique charm. If you’re unsure about cats, I’d encourage you to give the program a try. It might just surprise you, like it did for me!”

Camille Shepherd, WHISKAS® Brand Director, says people often form opinions without truly connecting with cats and hopes more will be inspired to open their hearts and homes to cats in need, experiencing the magic of fostering firsthand.

“This campaign aims to challenge the misconceptions about cats and offer so-called ‘cat haters’ an opportunity to experience what makes felines so special,” said Camille.

“We know there is a real need for an increase in cat adoption – the most recent Pet Rescue Pet Adoption Survey showed that in the years 2022 – 2023, more than 39,000 cats needed homes in Australia**. Our ambition at WHISKAS® is to connect cats with their forever humans and to enrich the lives of both cats and their owners.”

“While we know some people may be sceptical, we are betting that after spending a couple of weeks with a cat, some might just find themselves converted. After all, it’s hard to resist the appeal when there’s a loveable, purring ball of fluff involved!”

For more details on how to get involved and foster your very own cat, head to www.catconversionsystem.com

References:

* Source: WHISKAS® Online Survey - Commissioned for WHISKAS® by YouGov, with a nationally representative sample of 1,035 Australians 18+ by age, gender and location. Live between 17th-19th of February 2025.

** Pet Rescue Pet Adoption Report:
https://www.petrescue.com.au/library/articles/the-state-of-pet-adoption-report-2022-2023

MEDIA RELEASE, 3rd March 2025

Cat owners love to spoil their feline companions, but too much of a good thing can have unintended consequences. 

Dr Claire Jenkins, founder and CEO of VetChat and Breeder’s Choice Ambassador, shares expert insights into the common mistakes cat owners make when giving treats and how to ensure their pets stay healthy and happy.

"Treats can be a great way to bond with your cat, but knowing how to use them wisely is essential for their well-being," says Dr Claire Jenkins.

5 Common Mistakes Cat Owners Make

#1. Overfeeding treats

Giving in to those pleading eyes is easy, but too many treats can lead to weight gain and serious health concerns. “One of the biggest mistakes is overfeeding treats, which can contribute to obesity and related health issues,” says Dr Jenkins. 

“Consuming more calories than a cat expends results in excess energy being stored as fat. Over time, this can lead to obesity, diabetes and joint problems.” Additionally, over-reliance on treats may lead to nutritional imbalances and picky eating. “Some cats may start refusing their regular diet in favour of treats, which disrupts their overall nutrition,” she warns.

#2. Choosing treats with poor nutritional value

Not all treats are created equal. Some contain high levels of salt, sugar, artificial colours, and preservatives, which can be harmful. “Some treats may taste good to cats, but they don’t necessarily provide any nutritional benefits,” warns Dr Jenkins. 

“Avoid treats with excessive salt, sugar, artificial colours or preservatives.”

“Instead, prioritise high-protein, low-calorie treats made with natural ingredients.” she advises.

Treat options like Breeder’s Choice Tasty Treats, which are formulated with high-quality, natural ingredients, make them an excellent choice for owners looking to provide a healthy reward for their cats

#3. Using treats as meal replacements

Treats should never be a substitute for a well-balanced diet. “Treats should complement a cat’s diet, not replace their regular meals,” recommends Dr Jenkins. 

“Cats need essential nutrients from their primary diet to maintain optimal health, and relying too much on treats can lead to deficiencies.” To avoid this, Dr Jenkins recommends treating in moderation and ensuring that no more than 10% of a cat’s daily energy intake comes from treats. 

“Giving treats once or twice daily in small amounts is appropriate. Always follow the feeding guidelines on the packaging.”

#4. Ignoring specific dietary needs

Every cat has unique dietary requirements; some may have allergies or sensitivities to certain ingredients. “Cats have unique nutritional requirements, and some treats may not be suitable for all,” explains Dr Jenkins.

“Owners should always check ingredients and consult their vet if they are unsure about what treats are best for their pet.” For those looking for healthier alternatives, Dr Jenkins suggests natural options such as cooked, unseasoned chicken or fish, freeze-dried meat treats and small portions of cat-safe vegetables like steamed carrots or pumpkin.

#5. Inconsistent treat-giving practices

Randomly giving treats without consistency can confuse your cat and lead to undesirable behaviours. “Inconsistent treat-giving can confuse cats and lead to behavioural issues.” 

“Cats thrive on routine, so it’s best to have a structured approach to treating, such as using them as positive reinforcement for good behaviour.” concludes Dr Jenkins.

By making informed decisions, cat owners can show their love while keeping their pets healthy and thriving. For expert pet health and nutrition guidance, visit VetChat or explore Breeder’s Choice for trusted products and advice. 

To learn more about Breeder’s Choice Tasty Treats, visit breederschoicecats.com.au.

Breeder’s Choice Tasty Treats are available now at select retailers across Australia for an RRP of $7.00. They can be found at Woolworths, IGA, Petstock, and leading online retailers.

Note: This press release is for informational purposes only. Please consult with a veterinarian for personalised advice regarding your pet’s health.

MEDIA RELEASE, March 2025