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MPM Products Ltd
Applaws
Private equity · 19 listed
Wellness Pet Company
Wellness CORE
Private equity · 25 listed
Formats represented
Applaws
cannedkibblepouchmiscellaneous
Wellness
cannedkibblepouch
Moisture · as fed
Applaws
canned
84–93
kibble
10
pouch
83–91
miscellaneous
86–90
Wellness CORE
canned
78–85
kibble
10
pouch
7890
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
Wellness CORE
canned
4167
kibble
42–50
pouch
4585
30%40%50%60%70%80%90%100%110%120%130%
Fat · dry matter
Applaws
canned
113
kibble
12
pouch
1–6
miscellaneous
1
Wellness CORE
canned
1336
kibble
1120
pouch
2036
0%10%20%30%40%
Formats and figures reflect the products listed on KibbleGuide, not necessarily each brand’s full range.
Background: ownership, sourcing and positioning
Applaws and Wellness CORE are both owned by private equity firms, each brand having been acquired after proving its niche in the natural-food end of the 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. Wellness CORE is owned by the private equity firm Clearlake Capital, which acquired it from Berwind Corporation in 2020, and markets itself as the largest independent North American pet food maker. 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.
Wellness CORE makes its dry kibble in the United States while the wet cans and pouches are made in Thailand.
Compare individual products
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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.
