About Applaws
Applaws is a premium natural pet food brand created by MPM Products (Making Petfood Matters), a Manchester-based company founded in 2002 by three pet owners who couldn't find quality food for their own cats and dogs. Launched in 2006 at UK specialty retailers, Applaws has grown into a £135 million global brand sold in over 40 countries through more than 130 retailers. The brand's founding philosophy remains unchanged: 100% natural, ethically sourced ingredients with no artificial additives, fillers, or unnecessary extras. Their 'cat first' proposition focuses on high protein content from named meat sources like real tuna fillet and chicken breast - ingredients of human-grade quality. By 2013, MPM celebrated selling its 100 millionth unit of wet cat food worldwide. The Applaws product range includes wet cat food in tins and pouches (tuna, chicken, fish varieties), dry kibble for adults and kittens, and premium treats like whole salmon loin. Their dog range features the innovative Taste Toppers - meal enhancers designed to make any food more appetising, available in broth, gravy, and stew formats, plus bone broths for added nutrition. MPM Products achieved B Corp certification in 2021, confirming the company's commitment to environmental and social responsibility. The brand underwent its first major visual refresh in 2024 after 18 years of the original packaging. MPM also owns sister brands Reveal and Encore, and was acquired by Partners Group in 2025.



