Mars wants to draw attention to the issue by marking the recently launched Pedigree adoption drive 2009 - highlighting the extent of the problem with an estimated 100,000 abandoned or stray dogs in the UK every year.

Pedigree, a registered Mars trademark, surveyed animal rescue homes across the UK and in just 33 centres, found that over the course of just eight days between Christmas and New Year, an average of 12 dogs were abandoned per centre.

A Mars spokeswoman said: "This figure is shockingly high, especially given that Britain is known as a nation of dog lovers. We're hoping to draw attention to the issue and encourage people to find out more.

"It's not all doom and gloom though. For those dogs lucky enough to be in loving homes, Pedigree found that seven million dog owners state that their dog makes them happier.

"And more than one in four (nearly three million dog owners) actually admit they love their dog more than some members of their own family!"

The Pedigree adoption drive aims to not only increase the public's awareness of dog abandonment, but also to raise funds to help rescue centres and charities across the UK re-home these dogs. Now in its second year, the drive is aiming to increase monies donated from last year's £489,000 to £600,000 by donating 2p for every single Pedigree product sold during January and February.

Anyone who would like more information about the adoption drive can log on to www.pedigreeadoptiondrive.com