MPM, a leading international B Corp in premium, natural pet food, has unveiled the beginning of a significant evolution in the look and feel of its best-selling wet and dry cat food Applaws – the first makeover of the brand since its launch in 2006.

For 18 years, Applaws has been the go-to choice for pet parents seeking natural, tasty and high protein responsibly sourced cat food and is now a £135 million-plus brand sold in over 40 countries including the US, UK, Australia in over 130 retailers.

Now Manchester-based MPM is lifting the lid on the largest brand refresh it’s ever undertaken.

The change is the result of an extensive project, speaking to thousands of cat parents all over the world to make sure the new look delivers an even more premium, quality offering.

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.

MPM’s chief executive 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.”