Background: ownership, sourcing and positioning
Applaws and Be Frank offer two different approaches to the Australian cat food market. Applaws is made by MPM Products Ltd of the UK; Swiss private equity firm Partners Group agreed to acquire MPM from 3i Group in 2025 in a deal valued at around 400 million pounds. Be Frank is a brand of Hypro Pet Foods, a family-owned Australian manufacturer in the Hawkesbury Valley run by the Camilleri family for more than 25 years, alongside its Hypro Premium and Pure Life brands. The ownership transitions at both brands reflect a broader pattern of pet food consolidation in the 2020s.
Applaws cans most of its Australian wet range in Thailand while making its Vitality dry food in Australia, and is sold through Pet Circle, Petbarn, Petstock and pet specialty retailers. It is a British brand founded in 2006 around a high-meat-content, natural positioning with named ingredients and no synthetic additives.
Be Frank sources around 85 to 97 percent Australian ingredients depending on the recipe and is made at Hypro's own facility in the Hawkesbury Valley, NSW.
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