Natural pet food brand Applaws is expanding its wet food portfolio with the launch of bone broths for cats – a new sub-category designed to help retailers capitalise on the surge in functional and natural pet nutrition.

According to the 2025 Treats & Toppings Study, nearly half of UK cat owners (47%) prioritise natural ingredients when choosing treats or toppers, while 72% say they would buy toppers that both enhance flavour and deliver health benefits.

Broths and soups are already among the fastest-growing topper formats, making this innovation a timely addition for retailers looking to meet evolving consumer expectations and drive incremental category growth.

“Applaws’ commitment to natural, functional nutrition continues to shape our innovation strategy,” said Audrey Mulhall, Global Brand Director at MPM, the global natural pet food company behind Applaws.

“The launch of our bone broths range represents the next exciting chapter of our growth journey and is a way to help our retail partners tap into consumer demand for products that combine taste, health and trust.”

With health-led formulations now driving NPD across the pet food market, and 85% of pet owners viewing their pets’ nutrition as important as their own, Applaws bone broth toppers have been designed to meet this shift head-on.

Retailers stocking bone broths can benefit from increased repeat purchase, as well as cross-category uplift from encouraging shoppers to trade up from dry to wet or mixed feeding.

Each 85g spout pouch is made with 100% natural ingredients, including real tuna fillet or salmon flakes to boost palatability. Naturally rich in collagen, these broths are designed to support hydration and overall feline wellness, meeting the needs of cats with a naturally low thirst drive while providing owners with a simple and functional way to enhance mealtimes.

“Bone broths are a natural extension of our brand,” added Jennifer Warder, innovation manager at Applaws. “It meets the rising demand for functional, premium nutrition, while giving retailers an easy way to grow basket spend and encourage trial of the wider Applaws wet range.”

Key product benefits:

• 100% natural ingredients – High-quality protein from real fish
• Functional benefits – Supports hydration and provides naturally occurring collagen
• Retail opportunity – Encourages repeat purchase and cross-category trial

Available now at Pets at Home, the Applaws Bone Broths launch will be supported with in-store POS.