Leading natural pet food company MPM has unveiled the beginning of a significant evolution in the look and feel of its bestselling wet and dry cat food Applaws – the first makeover of the brand since its launch in 2006.

For 18 years, Applaws has been the go-to choice for pet parents seeking natural, tasty and high protein responsibly sourced cat food and is now a £135m-plus brand sold in over 40 countries including the US, UK, Australia in over 130 retailers.

Now Manchester-based MPM is lifting the lid on the largest brand refresh it’s ever undertaken.

The change is the result of an extensive project, speaking to thousands of cat parents all over the world to make sure the new look delivers an even more premium, quality offering.

It has partnered with strategic and creative agency, Bulletproof who worked on packaging and visual identity across all our touchpoints.

The new look and feel was unveiled at Global Pet Expo in Orlando, Florida.

The rebrand covers the full Applaws offer – wet foods, treats and dry food – and the new branding is expected to be fully in place across global retailers by the end of 2024. 

MPM’s chief executive officer Julian Bambridge said: “This is a really important moment for our Applaws brand and the wider MPM family.

“The high quality, naturally tasty ingredients, that Applaws is known for, have won over cats and cat parents alike all over the world.

“But it’s now time to do even more to tell our story and show there’s a naturally tasty adventure waiting for every cat.

“I’d like to thank the incredible MPM team globally and our global agency, Bulletproof, who have worked on this rebrand - executing this kind of change, sustainably and effectively is no easy task.

"But that work is laying a foundation for our ambition as we grow to be the number one premium natural cat food brand in the world.

“As a B Corp we’ve delivered this thoughtfully with MPM staying true to its principles. The refresh will be phased over a period of time to ensure there is no packaging waste as the brand transitions to its new look and feel.”

MPM (Making Petfood Matters) was founded in 2002 with its brands Applaws, Reveal and Encore based around natural recipes for cats and dogs and distributed worldwide.