Robbie Williams has announced a relationship with cat food brand Felix, proving that he is always open to new opportunities.
Despite not consuming alcohol, the former Take That member has found significant success as a solo musician and is rumoured to be entering the wine world by developing his own brand.
Now, Robbie, 48, has teamed up with a pet care company to become the new voice of Felix, the mischievous cartoon cat that represents Purina brand food.
The father-of-four is a serious cat lover, owning his own, and is allegedly a big fan of the animated cartoon advertisements as well.
His latest endeavour has seen him write and perform a brand new song on cats called It’s Great To Be A Cat, as well as star in a short film with the moggy.
In the video, Robbie attempts to record his new song while Felix does what cats do best: destroy everything while being too cute to be angry about.
‘The cat is out of the bag, I’m the new voice of Felix,’ Robbie stated of his intriguing new enterprise.
‘I’ve been a long-time fan of cats, I’ve had many feline friends over the years and after studying their fascinating behaviour, I can confidently say, It’s Great To Be a Cat.’
Robbie will serve as Felix’s new voice throughout the UK and Europe as his song becomes the focal point of the massive advertising campaign.
The track is also available to stream on Spotify as of January 25, as well as website FelixandRobbie.com.
Robbie’s new cooperation is sure to please his four young children, Theodora (Teddy), 10, Charlton (Charlie), 8, Colette (Coco), 4, and Beau, 2.
The singer recently raved about his eldest daughter Teddy, describing her as his “mini-me,” pronouncing her to be a “natural performer,” making him reconsider his decision to keep his children out of the spotlight.
‘Ted’s a performer, way ahead of where I was at the same age as her, just unbelievable,’ he proudly told fan podcast Robbie Williams Rewind.
‘She, in particular, is a mini-me when it comes to performance.’
He added that he was ‘gutted’ to keep her out fo the limelight when he wanted ‘moments with her on stage’ but admitted it ‘may change’ in future.
‘We may decide to take a view and say, “Listen, let’s just do this,” but up until they’re 16 in the UK they’re not allowed to put their faces in the papers and I know it’s best for them to not become famous too young.’