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MPM Products Ltd
Applaws
Private equity · 19 listed
The New Zealand Natural Pet Food Co.
NZ Natural Meow
Independent · 10 listed
Formats represented
Applaws
cannedkibblepouchmiscellaneous
NZ
air-driedfreeze-dried
Moisture · as fed
Applaws
canned
84–93
kibble
10
pouch
83–91
miscellaneous
86–90
NZ Natural Meow
air-dried
8
freeze-dried
5–6
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
NZ Natural Meow
air-dried
33–43
freeze-dried
3459
30%40%50%60%70%80%90%100%110%120%130%
Fat · dry matter
Applaws
canned
113
kibble
12
pouch
1–6
miscellaneous
1
NZ Natural Meow
air-dried
35–41
freeze-dried
2351
0%10%20%30%40%50%60%
Formats and figures reflect the products listed on KibbleGuide, not necessarily each brand’s full range.
Background: ownership, sourcing and positioning
Applaws and NZ Natural Meow 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. NZ Natural Meow sells gently freeze-dried and air-dried raw recipes fed as-is or rehydrated rather than cooked kibble. The two brands take different paths to the same shelf, and those differences become clear once you look past the price tag.
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.
NZ Natural Meow makes the range in small batches at its own New Zealand facility and is FernMark licensed as a genuine New Zealand-made producer. It uses New Zealand proteins including hoki, wild venison and brushtail possum alongside lamb, beef, chicken and king salmon.
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.
