Background: ownership, sourcing and positioning
Applaws and CatChi offer two different approaches to the Australian cat food market. Applaws built its name on simple wet recipes that lead with a named whole-muscle protein such as tuna fillet or chicken breast in broth or jelly, with very high dry-matter protein. CatChi uses 95 percent or more named meat and organs in every recipe, gently cooked at low temperature and snap frozen rather than extruded or canned. The two brands differ in several ways beyond the one point highlighted here.
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.
CatChi is made in Sydney by Cat Chi Pty Ltd from Australian-farmed meat, gently cooked then snap frozen, across four single-protein recipes. It is an independent Sydney brand founded in 2023, built around single-protein fresh meals delivered frozen by subscription.
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