Purina is transforming its famous cat food into human cuisine during its New York City restaurant pop-up.
The bistro experience will focus on Purina’s Fancy Feast line, a gourmet wet cat food offering that currently has over 100 recipes. The pop-up, called the “Gatto Bianco,” which means “white cat” in Italian, will focus on Fancy Feast’s new “Medleys” line.
Salmon con Pomodorini (salmon with cherry tomatoes) and Brasato di Manzo (beef short ribs in red wine) are among the dishes that will be available on the menu. Each menu item will be cat-inspired and “mirror the sensory experience of cats at mealtime.” The pop-up is meant to “help cat owners understand how their cats experience food,” though it is unclear if that entails grinding up the meals to resemble canned feline food.
This is not Purina’s first time introducing human dishes that resemble cat food. Last year, they released the “Fancy Feast Petites Feast Cookbook.” The free ebook features 12 single-serve recipes inspired by Petites, allowing humans to enjoy dinner with their pets. The cookbook’s introduction called mealtime a “bonding experience,” adding that this should be extended to the beloved animals in one’s life.
The menu was handcrafted by Fancy Feast’s in-house chef, Amanda Hassner, and award-winning Italian chef and New York restaurateur Cesare Casella. The Gatto Bianco pop-up eatery will begin accepting dinner reservations on August 4th, with dinner being served on August 11th and 12th. The location of the pop-up has not yet been revealed, but it will take place somewhere between the Far West Village and the Meatpacking District.
