MPM unveils major global rebrand of its Applaws cat food

MPM has unveiled the beginning of an evolution in the branding of its wet and dry cat food Applaws, the first makeover of the brand since its launch in 2006.

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.

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

Julian Bambridge, CEO, 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.”

Applaws is now a £135m-plus brand sold in over 40 countries including the US, UK, Australia in over 130 retailers.