MPM has launched Applaws Taste Toppers, a new range of complementary pet food, designed to be served on top of any dry dog food.
“Good nutrition starts with great ingredients, and there’s nothing but the very best in new Applaws Taste Toppers,” said MPM CEO Julian Bambridge. “This new range will not only help dog owners make mealtimes more interesting for their four-legged friends, but Applaws is truly on a mission to ‘Add More Happy’ – giving dogs the variety they crave and the pet food trade the new product innovation its begging for.”
To ‘liven up’ dry dog food, Applaws Taste Toppers offers different tastes and textures including apple, courgette, pumpkin, white bean, lentils and sweet potato.
“The humanisation of pets has been shaping consumers’ decisions for years,” Julian added. “We know how valued pets are in our families today – even considered ‘substitute children’ by many of the 24 million millennial pet owners across the country.
“Dry food can be boring and we would never eat the same meal, day-after-day. So, it’s time to ‘Add More Happy’, exciting variety and all-natural quality to our dogs’ mealtime with Applaws Taste Toppers.”
Applaws Taste Toppers are available in a selection of textures including bone broths, broths, fillets, jellies, stews and gravies, with pricing starting from £1.29.
Applaws Taste Toppers are available from Pets at Home stores from the 21st September.
Cheshire-based MPM (Making Pet Food Matters) was created in 2002 by Roger Wood, Roger Coleman and Jon Kinsey and by 2013 had sold its 100 millionth unit of wet cat food worldwide. Its brands, which include Applaws, Encore and Reveal, are now sold in 49 markets worldwide with offices in the UK, Australia and the US.