Making Petfood Matters (MPM) has relaunched the Applaws cat food brand with a new look and feel to the packaging.
UK-based Applaws is on sale in more than 130 retailers and 40 countries including the US, UK, and Australia, with total sales worth more than £135m. The refresh, which follows extensive research with cat owners in a number of countries, is the first makeover in the brand’s 18-year history.
MPM partnered with strategic and creative agency Bulletproof to create the new packaging and visual identity across wet foods, treats and dry food. The new look and feel was first unveiled at the Global Pet Expo in Orlando, Florida 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. 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.”
