Background: ownership, sourcing and positioning
Applaws and Vetalogica 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. Vetalogica splits its range into grain-free Naturals and Biologically Appropriate dry foods and a grain-inclusive VitaRapid Science line that adds barley and brown rice. 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.
Vetalogica makes every cat recipe in small batches in its own Sydney, New South Wales kitchens under the Australian Standard for pet food manufacturing (AS 5812) rather than outsourcing production. It offers Australian novel-protein recipes including kangaroo and goat, with a multi-protein Riverland Red recipe combining kangaroo, lamb, goat, pork and salmon.
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