Background: ownership, sourcing and positioning
Applaws and Trilogy 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. Trilogy sits under Real Pet Food Company alongside Ivory Coat; the group is majority-owned by a Chinese-Singaporean consortium including Hosen Capital, Temasek and New Hope Group. 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.
Trilogy uses deliberately regional proteins including Northern Territory barramundi, outback kangaroo and Australian salmon alongside New Zealand lamb. It is built on a three-pillar philosophy of protein, grasses and water, translated into grain-free kibble with freeze-dried meat inclusions and wet food in bone broth.
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