In 1930, the Carnation brand, struggling to sell condensed milk at a time Americans were buying refrigerators, decided to diversify. Its new product was called Friskies—a dog food. It sold well. After WWII, the company elected to take another gamble. If people would pay for a dry dog food that came in a box, what about a similar food for felines? In 1956, Carnation introduced Little Friskies for cats.