MANCHESTER, UNITED KINGDOM — MPM (Making Pet Food Matters), a premium, natural pet food manufacturer, announced a rebrand of its Applaws wet and dry cat food brand. According to MPM, the rebrand marks a “significant evolution” of the brand’s look and feel. 

Since its launch in 2006, Applaws has been the “go-to choice” for cat parents seeking natural, high-protein, tasty and responsibly sourced foods for their feline friends, according to MPM. The brand has achieved over £135 million (about $169 million USD) in sales, and is sold in more than 40 countries and over 30 retailers.  

According to MPM, the rebrand represents the largest brand refresh it has ever undertaken. The company has partnered with Bulletproof, a strategic and creative agency, to develop new packaging and create a new visual identity for Applaws that aims to highlight the brand’s premium, quality formulas. The rebrand extends to all of Applaws’ wet and dry food and treat offerings.

The rebrand will help lay a foundation for Applaws’ future growth, with the brand aiming to become the No. 1 premium, natural cat food brand throughout the world.

“This is a really important moment for our Applaws brand and the wider MPM family,” said Julian Bambridge, chief executive officer of MPM. “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,” Bambridge added.

MPM teased the rebrand during Global Pet Expo 2024 from March 20 to 22 in Orlando, Fla. It is anticipated to be fully in place across MPM’s global retailers by the end of 2024. 

“As a B Corp, we’ve delivered this thoughtfully with MPM staying true to its principles,” Bambridge said. “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.”

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