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MPM Products Ltd
Applaws
Private equity · 19 listed
Mars Petcare
Orijen
Multinational · 16 listed
Formats represented
Applaws
cannedkibblepouchmiscellaneous
Orijen
cannedkibble
Moisture · as fed
Applaws
canned
84–93
kibble
10
pouch
83–91
miscellaneous
86–90
Orijen
canned
80–85
kibble
10
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
Orijen
canned
5580
kibble
44–47
30%40%50%60%70%80%90%100%110%120%130%
Fat · dry matter
Applaws
canned
113
kibble
12
pouch
1–6
miscellaneous
1
Orijen
canned
1743
kibble
16–22
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 Orijen sit at opposite ends of the ownership spectrum in 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. Orijen was acquired by Mars Petcare in February 2023 as part of a reported US$2 billion deal for parent Champion Petfoods; the brand operates as an independent business unit within Mars Pet Nutrition. 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.
Orijen runs production exclusively at two company-owned kitchens in Alberta and Kentucky with no private-label work. It is built around 'WholePrey' ratios with 85 to 90 percent animal inclusions including fresh and raw meat, organs and bone.
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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.
