Making pet food matters

Our Story

“We pride ourselves on developing high-quality and innovative products for cats and dogs. Our recipes, with high quality recognisable ingredients, reflect our passion in challenging the additive-filled products that some multinational brands offer to consumers.”

Julian Bambridge, CEO

There’s got to be a better way

 

MPM (Making Pet Food Matters) was created in 2002 when co-founders Roger Wood, Roger Coleman and Jon Kinsey decided they didn’t want to feed their dogs meat filled with additives and fillers. They weren’t satisfied with what was available, so they decided to make it themselves.

 

In 2006 Applaws, a brand of high quality, 100% natural, ethically sourced premium pet food was launched in specialty retailers across in the UK. Applaws was targeted to knowledgeable cat and dog owners looking for the best products to nurture and reward their pets. Applaws also launched a world first – 80% grain free chicken dry food in 2009. Today the Applaws range has grown to nearly 200 natural recipes for cats and dogs.

 

In 2008, Encore Pet Food was launched. Originally for the UK grocery market, but now sold around the world to time-strapped but welfare-conscious consumers interested in feeding their cats and dogs the very best in natural nutrition.

 

In late 2017, MPM launched Reveal into the food, drug and mass channel in the USA, with a range of 10 cat SKU’s with limited ingredient, grain free recipes. Safeway was the first retailer to launch in over 200 stores in Northern California, with further expansion into this retail segment planned for 2018.

 

As consumer interest in premium pet food has grown, so has MPM. By 2013 it sold its 100 millionth unit of wet cat food worldwide. Its brands are now sold in 49 markets worldwide with offices in the UK, Australia and USA.

 

In March 2016 MPM sold a majority stake of their business to private equity firm ECI. The business is headquartered in Manchester, UK.

Key Milestones

MPM Limited (Making Pet Food Matters) - Our passionate owners believed that feeding the best quality food that was best for the pet and commercially viable

2002

MPM is formed

2003

WBCL Launched

2006

Applaws cat tin launched

2008

Applaws dog tin and Encore brand launched

2009

Dry pet food range launched

2010

Pouch launched

2011

Sunday times fast track

2012

Applaws range develops

2013

Innovative NPD

2014

USA grain free launched

2015

Encore TV advert & range extended

2016

ECI Investment

2017+

US & China expansion