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MPM Products Ltd
Applaws
Private equity · 19 listed
Masterpet (EBOS Group, dual-listed ASX/NZX)
Black Hawk
Corporate · 13 listed
Formats represented
Applaws
cannedkibblepouchmiscellaneous
Black
kibblepouch
Moisture · as fed
Applaws
canned
84–93
kibble
10
pouch
83–91
miscellaneous
86–90
Black Hawk
kibble
10
pouch
75–80
0%20%40%60%80%
Shown as fed: the water actually in the food. The dry-matter rows below strip it out so protein and fat can be compared across formats.
Protein · dry matter
Applaws
canned
80122
kibble
38
pouch
71122
miscellaneous
100120
Black Hawk
kibble
36–39
pouch
42–50
30%40%50%60%70%80%90%100%110%120%130%
Fat · dry matter
Applaws
canned
113
kibble
12
pouch
16
miscellaneous
1
Black Hawk
kibble
1220
pouch
818
0%10%20%30%
Formats and figures reflect the products listed on KibbleGuide, not necessarily each brand’s full range.
Background: ownership, sourcing and positioning
Applaws and Black Hawk offer two different approaches to the Australian cat food market. Applaws is a British brand founded in 2006 around a high-meat-content, natural positioning with named ingredients and no synthetic additives. Black Hawk is built on a 'passionate breeder' narrative rather than clinical or ancestral framing, with an 'every ingredient matters' tagline. Both brands lean on their heritage as a marker of trust with owners.
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.
Black Hawk sources roughly 45 to 50 percent of ingredients within a 200 km radius of its Parkes plant.
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Off. Only products with a clean dry matter basis appear, and life stages are kept comparable. This is the default.
Data reflects manufacturer-published information at the time of collection; formulations change, so always verify against the label on the product you intend to buy.
Without limiting our Terms, ingredients and product information listed here require independent verification. Information on this page is sourced from publicly available sources and while we take reasonable care to verify accuracy, we do not warrant that it is complete, current, or error-free. Nothing on kibbleguide.com.au constitutes veterinary or nutritional advice. Consult a qualified veterinarian for guidance specific to your pet. See our Terms of Use for full details.
