SPF, the palatability company, launched a new Feel Good Program that allows petfood manufacturers to create products that smell pleasing to pet owners while tasting good to pets, the company says. The program debuted at Victam Asia 2012, occurring February 15-17 in Bangkok, Thailand.

In partnership with Firmenich, a perfume and flavor company, SPF developed the program based on research into pet owner preferences for the smell of kibble and wet petfood products, according to Elodie Revéret, research project manager for SPF. She said the companies worked to prove that the odors, which can be customized for petfood manufacturers, will last throughout the shelf life of the products. Examples of odors available include roasted chicken, Italian seasoning and beef.

Chloe Champion, markets and trends manager for SPF, and Mark Rubin, senior flavorist for Firmenich, will present the research on what pet-owning consumers think about the smell of kibble at Petfood Forum 2012 on April 3, at the Renaissance Schaumburg near Chicago, Illinois, USA.