On April 28, 2023, Post Holdings completed the acquisition of multiple pet food brands from The J.M.

[1][2] Introduced to the market by tuna processor StarKist Foods in 1959, the brand also promotes adoption of cats from animal shelters.

9Lives has recently added a new cat to their advertising, Li'l Mo, an orange kitten who has been adopted from a Los Angeles animal shelter putatively by Morris himself.

[5] For a period of time in the late 1970s and early 1980s, 9Lives used Sylvester the Cat from Warner Bros. Looney Tunes and Merrie Melodies cartoons on the packages and in advertising as the mascot for its newly introduced dry cat food.

The animated cartoon TV commercials usually consisted of Sylvester trying to get to his box of 9Lives, while avoiding Hector the Bulldog.