Launched in 1959, 9Lives quickly became a trusted name in cat food, famous for being the first wet cat food and for its mascot, Morris the Cat. 9Lives gained popularity with the "Morris Approved Taste" marketing campaign, often targeting picky eaters with wet and dry options while supporting cat adoption for more than 60 years. With a legacy built on quality, accessibility, and a deep understanding of pet owners, the brand has become one of the most recognizable and enduring brands in feline care.