Background: ownership, sourcing and positioning
Applaws and Ziwi Peak 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. Ziwi Peak was acquired by Hong Kong-based FountainVest Partners in September 2021 at a valuation of around NZ$1.5 billion, after a bidding war against Boyu Capital and reportedly Nestlé. 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.
Ziwi Peak is made at a purpose-built kitchen in Napier, New Zealand, which replaced its original Mount Maunganui operations in 2022, with all meat and seafood sourced within New Zealand. It uses recipes that routinely carry 96 percent meat, organs, bone and green-lipped mussel with zero grain, legume or potato content.
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