celebrating 80 years of iams and the pets we love

IN 1946 THE FIRST TRUE IAMS PRODUCT, IAMS 999, WAS LAUNCHED. IAMS 999 WAS AN ENERGY DENSE DIET AND USED ANIMAL-BASED PROTEIN AS THE PRIMARY PROTEIN SOURCE.

PAUL IAMS CONTINUED HIS APPROACH TO PRODUCING THE BEST NUTRITION, LAUNCHING HIS BREAKTHROUGH PRODUCT IAMS PLUS IN 1961. THIS HIGH PROTEIN FORMULA BEGAN TO CAPTURE THE ATTENTION OF PASSIONATE DOG OWNERS.

DURING THE 1970S IAMS INTRODUCES A NEW PRODUCT, IAMS CHUNKS FOR DOGS. THE IAMS PAW PRINT WAS BORN IN 1978, AND WAS FIRST INTRODUCED INTO THE LINE UP IN 1980 ON IAMS PUPPY FOOD. 

IN THE 1980S IAMS CHANGES THE FACE OF THE PET FOOD AISLE, INTODUCING PET FORMULAS BASED ON LIFE STAGES BY LAUNCHING A CUSTOM PUPPY FORMULA. IAMS ALSO DEBUTS THE 'RAINBOW OF COLOURS' PACKAGING DESIGN, IAMS CAT FOOD, AND IAMS BISCUITS FOR DOGS.

THE 90S IS A DECADE OF INNOVATION FOR IAMS, INTRODUCING A LINE CALLED IAMS NATURALS, CANNED CAT FOOD, AND RESEARCH SHOWING THE CONNECTION BETWEEN OMEGA-6, OMEGA-3, AND HEALTHY SKIN AND COAT.

THE INNOVATION CONTINUES FOR IAMS THROUGHOUT THE 2000'S, IN 2008 THE BRAND RELANCHES ITS CORE OFFERING TO IAMS PROACTIVE HEALTH WHILST ALSO INTRODUCING A HAIRBALL CONTROL PRODUCT FOR CATS WITH A BALANCE OF BEET PULP & CELLULOSE TO REDUCE HAIRBALL DISCOMFORT.

IN 2015, THE IAMS BRAND IS ACQUIRED BY SPECTRUM BRANDS INC. FOR EUROPE AND STAYING TRUE TO THE BRANDS HERITAGE OF CONTINUOUS INNOVATION THEY LAUNCH IAMS NATURALLY WHERE ALL INGREDIENTS CAN BE TRACED BACK TO THE SOURCE AND IAMS DELIGHTS A WET FOOD CREATED WITH A VARIETY OF TASTES AND TEXTURES

IN 2018, THE BRAND IS REFORMUALTED, REFRESHED AND REVITALISED THROUGH THE LAUNCH OF IAMS FOR VITALITY AN EVOLUTION OF THE IAMS PROACTIVE HEALTH DRY FOOD RANGE. THIS DRY FOOD FORMULA IS CREATED TO SUPPORT 7 SIGNS OF HEALTHY VITALITY FOR ALL CATS AND DOGS.

IN 2021, THE IAMS FOR VITALITY PACKAGING GOT A SMALL FACE-LIFT FOR BETTER NAVIGATION AND CONSUMER ORIENTATION. THE DELIGHTS FAMILY RECEIVED A DESIGN UPDATE AND IS IN LINE WITH THE DRY FOOD ASSORTMENT FOR VITALITY.

IN 2023, IAMS UNDERWENT A RELAUNCH, PRIORITISING ADVANCED NUTRITION. OUR REFRESHED PACKAGING DESIGN REFLECTS OUR COMMITMENT TO MEETING SHOPPER PREFERENCES AND PROVIDING ADVANCED NUTRITION SOLUTIONS. WE STRIVE TO UNDERSTAND CONSUMER BEHAVIOUR AND DELIVER PRODUCTS THAT ALIGN WITH THEIR VALUES AND MEET THEIR PETS' NEEDS.