Background: ownership, sourcing and positioning
Applaws and Pikko offer two different approaches to the Australian cat food market. Applaws built its name on simple wet recipes that lead with a named whole-muscle protein such as tuna fillet or chicken breast in broth or jelly, with very high dry-matter protein. Pikko uses 100 percent meat recipes with named cuts and organs and a premix built on vitamin K2 rather than menadione. The two brands differ in several ways beyond the one point highlighted here.
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.
Pikko is made in Perth, WA, gently cooked in small batches and frozen into daily-portion pouches, across four recipes. It is an independent Perth brand making small-batch gently cooked meals delivered frozen by subscription within Western Australia.
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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.
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