Background: ownership, sourcing and positioning
Applaws and Proudi 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. Proudi uses around 97% meat, organs and ground bone with a small premix that avoids menadione, and no grains, legumes or starches across both formats. 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.
Proudi is made on the Sunshine Coast, QLD, as prey-model raw frozen patties and shelf-stable air-dried products, across four frozen and three air-dried cat recipes. It is an independent Queensland prey-model raw brand making both frozen patties and air-dried products from Australian human-grade meat.
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