Background: ownership, sourcing and positioning
Applaws and Open Farm offer two different approaches to the Australian cat food 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. Open Farm has taken growth equity from the United States firm General Atlantic but remains founder-led rather than under corporate majority ownership. 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.
Open Farm formulates and distributes from Canada while manufacturing the food sold in Australia at a United States facility. It publishes a traceability system that lets owners look up the farms and fisheries behind a given bag or carton.
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