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The brands will target indulgent pet-owners who consider their dog or cat an integral part of their lifestyle, rather than just a pet.

The repositioning began in France last month, chosen because of its style-conscious population.

The cat and dog food products have been repackaged with contemporary labels, and are supported with advertising. The branded designer accessories selection includes collars, leads, beds and bowls.

While Masterfoods claims there are no plans to extend the luxury positioning beyond France, insiders say the relaunch is a pan-European initiative and is likely to roll out to other markets including the UK over the next 18 months.

Already billed in the UK as premium brands, Sheba Cat Food and Cesar Dog food are packaged in single-serve 'Alutrays', foil trays with a peel-off lid. The brands were grouped together in their own pan-European division in early 2001 under marketing director Sylvie Lefevre, who is spearheading the relaunch.

In Paris, Masterfoods organised an exclusive party for the launch of the designer accessories range, which was covered extensively by French style press, such as Elle magazine and newspaper Le Figaro.

Promotional pictures for the launch were shot by renowned society photographer Mario Testino and have been used on the packaging and throughout the advertising campaign.