FORGET Zeus, king of the gods – meet Zeus the new feline king of Ammanford.

The black and white moggie has been prowling Quay Street for weeks now, popping into shops and making friends with local shoppers.

Zeus is often spotted napping among the gift wrap in the Card Factory and strolling up the aisles of Home Bargains.

The 18-month-old feline’s fame began following a phone-in on Radio Carmarthenshire when the public were asked about their strange pet stories. The station was inundated with phone calls and photos about Zeus.

The moggie has become so famous he now has his own Facebook page with almost 700 likes in less than a week.

Owners Jessica Morris and Ceiran Price, who live on Hall Street, said that since Zeus came to live with them he likes nothing better than taking a stroll about town.

“We can’t stop him,” said Jessica.

“When he first started going into shops the store owners would ring us and give us abuse, but after realising there is no stopping him they’ve come to accept him.”

Ammanford’s Tesco even has Ceiran’s number on speed-dial when Zeus strolls into the store.

“My telephone number is on Zeus’ collar and the amount of calls I receive is phenomenal,” said 21-year-old Ceiran.

“Tesco keep him in the back room until one of us goes to collect him.”

Carer Jessica said that one of Zeus’ favourite haunts is the Pensioners Hall, where the ladies feed him.

“Everyone feeds him, he has got so fat,” said 20-year-old Jessica.

“We are going to have to put him on a diet soon.”

Regarding Zeus’ new-found fame both Jessica and Ceiran said they are still in shock at his popularity in the town.

“I had no idea people were so fond of him everyone wants to take a selfie with him,” said Jessica.

“When we let him out in the morning we always ask ourselves: ‘What adventure will he get up to today’?”