In the 1950s the first IAMS product, IAMS 999, is launched. It is the first pet food to use animal-based protein as the primary protein source in a pet food.
Paul Iams continued his approach to producing the best nutrition, launching 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, and debuts the iconic paw print brandmark.
In the 1980s IAMS changes the face of the pet food aisle, introducing 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 as it introduces a line called IAMS Naturals. The company also releases research showing that omega 6 and omega 3 can contribute to a healthy skin and coat.
The innovation continues for IAMS throughout the 2000’s. In 2008 the brand relaunches it's core offering, becoming IAMS Proactive Health, whilst also introducing a hairball control product for cats with a balance of beet pulp & cellulose to reduce hairball discomfort.
2015 - 2016
In 2015 the IAMS brand is acquired by Spectrum Brands Inc. Staying true to the brand's heritage of continuous innovation it launches IAMS Naturally, where all ingredients can be traced back to the source, and IAMS delights - a wet food created with a variety of flavours and textures.
In 2018 IAMS is reformulated, refreshed and revitalised through the launch of IAMS for Vitality. Combining expert nutrition and enjoyment, this dry food is created to support 7 signs of healthy vitality for all cats and dogs, in a variety of delicious flavours that they will love.