9Lives is a brand of cat food launched in 1959. Better known today by its mascot, Morris, it has four varieties of dry food (Daily Essentials, Plus Care, Indoor Complete and Long Life Formula), and five lines of wet food in various flavors.
On April 28, 2023, Post Holdings completed the acquisition of multiple pet food brands from The J.M. Smucker Company for 1.2 billion dollars. 9Lives was one of the brands involved in the deal and is now marketed by Post Consumer Brands.[1][2]
Overview
Introduced to the market by tuna processor StarKist Foods in 1959, the brand also promotes adoption of cats from animal shelters. In 2006, 9Lives kicked off the inaugural tour of Morris' Million Cat Rescue, a nationwide bus tour to encourage local cat adoption.
9Lives has recently added a new cat to its advertising, Li'l Mo, an orange kitten who has been adopted from a Los Angeles animal shelter putatively by Morris himself.