Pilmico Animal Nutrition Corporation (Pilmico) grows its pet food brand Maxime with the launch of its cat food line. Previously only catering to dogs, Maxime now offers the same nutritious and high-quality pet food to cats.
In 2020, Maxime introduced its dog food products in e-commerce platforms Shopee and Lazada as well as in pet shops and agri post shops. Following its successful dog food launch, Maxime continues to capitalize on the growing pet food category with its own cat food line.
“Even before the pandemic started, pet ownership has been growing in the Philippines. More and more owners are becoming increasingly discerning on the choices they make for their pet’s nutritional needs. Being in the animal nutrition business for over 20 years, we wanted to share our expertise in this field and be a reliable partner in our customers’ pet parenthood journey,” says Blessie Zarzuela, National Sales Manager of Maxime.
Pilmico proves its expertise in pet nutrition with its launch of Maxime cat food. It offers a minerally-balanced and easily digestible formulation for cats to reach their optimal health. It comes in two flavors, tuna and salmon—both fortified with taurine for better vision support.
Norie Bermudez, First Vice President and Chief Operating Officer, Feeds Division of Pilmico, highlights that this launch brings Pilmico closer to its goal of growing and diversifying the company in both agribusiness and food.
“We are excited to offer the newest premium cat food line of Maxime. Guided by our vision to become every parent’s Partner in Pethood, we will continue to create and deliver top-notch products and services to take better care of our pet companions. This is a great addition to Pilmico’s growing portfolio as we further develop our agribusiness and food operations,” Bermudez said.
Starting this February 14, 2022, premium cat food Maxime will be available on Shopee and Lazada stores. Shoppers can also avail of a 15% discount on select cat food products.
For more information about Maxime, you may visit @MaximePhilippines on Facebook.
Frequently Asked Questions
Why did Pilmico choose to expand into cat food specifically at this point in time?
The Philippines has seen sustained growth in pet ownership, with the trend accelerating even before the global pandemic began. As more Filipino households welcomed cats into their homes, demand for quality, expert-formulated cat food grew alongside it. Pilmico identified this as a natural opportunity to leverage its existing manufacturing expertise, supply chain, and established brand trust in the dog food category to offer the same level of nutritional quality to a new and expanding customer base.
What is the background behind Maxime’s expansion into cat food?
Maxime originally launched as a dog food brand in 2020, making its debut on Philippine e-commerce platforms Shopee and Lazada as well as in pet and agri-post shops. Building on the success of that initial offering, the brand extended its reach to the growing cat food category in early 2022. The expansion was driven by rising pet ownership in the Philippines and increasing demand from owners who want expert-backed nutritional options for their cats.
What makes the Maxime cat food formula specifically suited for cats?
The Maxime cat food line was developed with a minerally balanced and easily digestible formulation designed to help cats achieve optimal health. It is available in tuna and salmon flavors, and both varieties are fortified with taurine — an essential amino acid that cats cannot produce in sufficient quantities on their own. Taurine is critical for healthy vision, heart function, and immune support, making it a core ingredient in any complete feline diet.
Who are the executives behind the Maxime cat food launch and what vision did they share?
Two key leaders from Pilmico spoke at the launch. National Sales Manager Blessie Zarzuela highlighted the company’s over 20 years of expertise in animal nutrition and its goal of being a trusted partner in pet ownership journeys. First Vice President and COO of the Feeds Division Norie Bermudez emphasized the launch as a strategic step in growing and diversifying Pilmico’s agribusiness and food portfolio, guided by the brand’s vision of becoming every pet owner’s Partner in Pethood.
Where is Maxime cat food available and were there any launch promotions?
Maxime cat food became available on Shopee and Lazada starting February 14, 2022. At launch, shoppers could take advantage of a 15% discount on select cat food products. The choice of Valentine’s Day as the launch date aligned with the brand’s positioning around the love between pet owners and their companions. Pet owners can also follow the brand’s official Facebook page, MaximePhilippines, for updates on availability and ongoing promotions.
