Heavyweights and gut-draggers of the pet kingdom are racing to become the animal world's biggest loser.
And the advice from the owner of the cat to lose the most weight last year says joining the regime will make your cat happier - and save your pennies.
Winners of the Hill's Pet Slimmer contest are announced next month. Entrants are weighed each week or fortnight and their owners win prizes when the fat pets pass weight loss goals.
Last year's champion was Taradale ginger tabby Simba, who tumbled from 11.9kg to 7.4kg. At his fattest, Simba weighed more than the average 2-year-old child.
Simba's owner Alica Krogseter said he had kept his weight down and was a happier cat. "Three years ago he couldn't jump on the bed. Now he's climbing up trees. He has a new lease on life."