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MPM Products Ltd
Applaws
Private equity · 19 listed
Natural Pet Food Group
Feline Natural
Private equity · 19 listed
Formats represented
Applaws
cannedkibblepouchmiscellaneous
Feline
cannedfreeze-driedpouch
Moisture · as fed
Applaws
canned
84–93
kibble
10
pouch
83–91
miscellaneous
86–90
Feline Natural
canned
81–83
freeze-dried
8
pouch
80–81
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
Feline Natural
canned
42–55
freeze-dried
46–52
pouch
47–55
30%40%50%60%70%80%90%100%110%120%130%
Fat · dry matter
Applaws
canned
113
kibble
12
pouch
1–6
miscellaneous
1
Feline Natural
canned
2844
freeze-dried
2842
pouch
2539
0%10%20%30%40%50%
Formats and figures reflect the products listed on KibbleGuide, not necessarily each brand’s full range.
Background: ownership, sourcing and positioning
Applaws and Feline Natural are both owned by private equity firms, each brand having been acquired after proving its niche in the natural-food end of the 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. Feline Natural was acquired via its parent Natural Pet Food Group by global private equity firm KKR in May 2021. 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.
Feline Natural is made in New Zealand from 100 percent New Zealand-sourced ingredients, through manufacturing partners in Hawke's Bay and Gisborne. It was founded by Geoff Bowers, a former Royal Marine and UK police dog handler who built the concept after a sabbatical studying grey wolves in Alaska with biologist Gordon Haber.
Compare individual products
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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.
