Purina ‘challenging’ cat owners to try allergy-reducing cat food

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Purina Pro Plan has partnered with Mayim Bialik to kick-off The LiveClear Challenge, encouraging cat owners with cat allergen sensitivities to discover Pro Plan LiveClear, the first and only cat food that reduces the major allergen in cat hair and dander.

For each person who signs up at proplanliveclear.com through the end of the year, Pro Plan will donate $5 to the Petfinder Foundation, up to $25,000, to fund a cat retention grant program that helps keep cats in happy homes – regardless of allergen sensitivities.

How Purina Pro Plan works:

As many as 1 in 5 adults are sensitive to cat allergens. While many people think cat hair is the problem, it’s actually what’s on it—a protein called Fel d 1 that cats produce in their saliva. When cats groom, Fel d 1 gets on their hair and skin through the saliva, then into the environment when they shed.

When cats eat Pro Plan LiveClear, the key ingredient – a specific protein sourced from eggs – binds to Fel d 1 and safely neutralizes it in the cat’s mouth. Reducing the active allergen in saliva reduces the allergen transferred to the hair and dander when grooming, ultimately decreasing the allergen in the environment.

While not intended to replace other methods for managing allergens, Pro Plan LiveClear can add another measure to help reduce the allergen burden in cat-owning households.

“As a neuroscientist and all-around science ‘nerd’ myself, I appreciate the decade of research that went into developing Pro Plan LiveClear and what it means for cat-lovers like me,” said Bialik in a press release. “Several people close to me are sensitive to cat allergens, including my boyfriend, and while I take many steps already to manage allergens in my home, it’s often not enough. I’m taking The LiveClear Challenge with my three cats so that hopefully those I love can feel more comfortable being in my home and getting closer to my cats.”

Pro Plan LiveClear is available at pet specialty and online retailers in six formulas, including Adult Chicken & Rice, Adult Salmon & Rice, Adult Sensitive Skin & Stomach Turkey & Oatmeal, and the newest formulas Adult Weight Management, Adult Indoor and Adult 7+ Prime Plus.

To learn more about Pro Plan LiveClear or to sign up for The LiveClear Challenge and save $8, visit www.proplanliveclear.com.




Purina launches allergen-reducing cat food



  1. I visited Purina back in 2013 and they were working on this back then. How nice they finally were able to bring it to market.

  2. I wonder if that food will cause harm by changing something inside the cat. I will keep being sneezy and stuffy. 🙂

    • After all these years, cat fur doesn’t bother me too much, but that pollen is another story.

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