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MPM Products Ltd
Applaws
Private equity · 19 listed
Real Pet Food Company
Ivory Coat
Corporate · 22 listed
Formats represented
Applaws
cannedkibblepouchmiscellaneous
Ivory
kibblepouch
Moisture · as fed
Applaws
canned
84–93
kibble
10
pouch
83–91
miscellaneous
86–90
Ivory Coat
kibble
not published
pouch
not published
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
Ivory Coat
kibble
not published
pouch
not published
30%40%50%60%70%80%90%100%110%120%130%
Fat · dry matter
Applaws
canned
113
kibble
12
pouch
16
miscellaneous
1
Ivory Coat
kibble
not published
pouch
not published
0%10%20%
Formats and figures reflect the products listed on KibbleGuide, not necessarily each brand’s full range.
Background: ownership, sourcing and positioning
Applaws and Ivory Coat 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. Ivory Coat started in 2013 as a natural pet shampoo line by Steven Devereaux-Stanford before expanding into kibble and being acquired by Real Pet Food Company in 2017. 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.
Ivory Coat is marketed on 100 percent Australian meat as the primary ingredient across grain-free kibble and pouch formats.
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.
No Ivory Coat products are eligible for side-by-side comparison. Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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.
