MPM

What MPM does

MPM Products Limited, operating under the trading name "Making Pet Food Matters," is a UK-based premium wet pet food manufacturer founded in 2002 and headquartered in Manchester. The company develops and markets three consumer brands — Applaws (cat food), Reveal (limited-ingredient cat food), and Encore (cat and dog food) — plus the Applaws Taste Toppers sub-line. Manufacturing is outsourced to GFSI-certified third-party producers under full ingredient traceability arrangements; MPM itself functions as a brand, R&D, and distribution company rather than a factory operator.

MPM sells its brands through a multi-channel distribution model spanning major grocery chains (ASDA, Tesco, Sainsbury's, Morrisons, Woolworths, Coles, Kroger, Albertsons, HEB, Publix), specialist pet retailers (Pets at Home, Petco, PetSmart, Chewy, Mud Bay), e-commerce platforms (Amazon), and wholesale distributors (UNFI, KEHE). The company's products reach consumers in 50+ markets across Europe, North America, APAC, the Middle East, and Latin America, with regional offices in Manchester, Phoenix, Sydney, Shanghai, and Bangkok.

The business operates a one-time purchase (off-the-shelf retail) revenue model with pricing determined at the retail-partner level. MPM is privately held; Partners Group acquired the company from 3i in June 2025 after 3i's prior 2020 purchase. B Corp certified (91.1 points) since 2021 and recognized as a Pet Sustainability Coalition Top Performer for two consecutive years, the company leverages ESG credentials as a brand differentiator alongside its "natural, recognizable ingredient" positioning. Reported sustained double-digit year-on-year revenue growth for nearly 20 years.

Name

MPM

Legal name

MPM Products Limited

Website

http://mpmproducts.co.uk/

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

MPM Products is a UK-based premium wet pet food manufacturer that develops and markets the Applaws, Reveal, and Encore brands across 50+ markets through major grocery, specialist pet, and online retailers. The company outsources production to GFSI-certified partners and sells B Corp-certified natural pet food.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB)

akta.pro secondary industry

Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

Keywords

• Premium pet food
• Wet cat food
• Natural dog food
• Pet nutrition products
• Limited ingredient pet food

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Premium Pet Food Sales: MPM Products generates revenue through the sale of premium wet cat and dog food products under three main brands: Applaws, Reveal, and Encore. Products are sold through major retail channels including supermarkets, specialist pet stores, and online retailers across 50+ markets worldwide.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

MPM Products manufactures and sells premium natural wet pet food for cats and dogs under three core brands: Applaws (adventurous cat food recipes), Reveal (limited-ingredient cat food), and Encore (protein-packed cat and dog food), plus the Applaws Taste Toppers line. Products are produced through GFSI-certified manufacturing partners with full ingredient traceability and are distributed through major grocery chains, specialist pet retailers and online marketplaces in over 50 markets worldwide.

Product overview

MPM Products (Making Pet Food Matters) is a UK-based premium pet food company operating three core brands: Applaws (cat food), Reveal (cat food), and Encore (cat and dog food). The portfolio also includes the Applaws Taste Toppers sub-product line. All products emphasize natural, visible ingredients with a focus on transparency and quality. The company operates as a B Corp certified business with global distribution across over 50 markets.

Differentiator

Problem solved

Functional benefit

Brands

• Applaws: Premium cat food brand positioned as the home of adventurous minds and appetites, crafted from nutritious ingredients to feed cats' natural curiosity.
• Reveal
• Encore

Products and services

• Applaws Premium cat food brand featuring natural, recognisable ingredients in recipes crafted for feline nutrition. Targeted at cat owners seeking high-quality, limited-ingredient formulations they can see and trust.
• Reveal Limited-ingredient cat food brand offering variety-driven, protein-rich recipes made from natural ingredients. Positioned as a daily highlight for cats and targeted at cat owners seeking simple, high-protein nutrition.
• Encore Premium pet food brand offering protein-packed recipes using high-quality natural ingredients for both cats and dogs. Targeted at owners seeking nutrition-dense everyday feeding options.
• Applaws Taste Toppers Topper product line under the Applaws brand launched in 2020 to enhance existing cat meals with additional flavour and nutrition.

Quantifiable outcome

• Sustained double-digit year-on-year growth for nearly 20 years
• +3 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Pet Sustainability CoalitioncoreStrategic or Co-development PartnerMPM is a member of the Pet Sustainability Coalition, supporting collaboration and shared progress across the pet industry in sustainability standards. MPM has achieved Top Performer status for 2024-2025 and 2025-2026.
• Nicaforest High Impact Reforestation ProgramminorStrategic or Co-development PartnerMPM supports the Nicaforest High Impact Reforestation program as a nature-based carbon offset solution that also supports biodiversity and local communities in Nicaragua.
• Ella's KitchenminorStrategic or Co-development PartnerMark Cuddigan, CEO of Ella's Kitchen and Board member of B Corp UK, nudged MPM toward B Corp certification and served as an advisor during the certification process.
• GFSI-Certified ManufacturerscoreOthersMPM partners with manufacturers certified against GFSI-recognized food safety programmes. These partners undergo third-party audits to ensure the highest quality standards in wet pet food and treats production.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Nestlé Purina PetCare: Nestlé Purina is the world's largest pet food company with brands including Fancy Feast, Felix, and Pro Plan. Overlaps with MPM across wet cat food categories and global retail distribution, but operates at vastly larger scale with a much broader portfolio.
• Hill's Pet Nutrition: Hill's Pet Nutrition (Colgate-Palmolive) is a major global pet food maker with a science-led positioning. Overlaps with MPM in premium wet pet food and veterinary/specialty channel presence, though broader portfolio and larger marketing budgets.
• Mars Petcare: Mars Petcare is the global pet food leader with brands including Royal Canin, Whiskas, Sheba, and Pedigree. Competes with MPM in wet cat and dog food (Sheba, Royal Canin) across the same grocery and specialty retailers.

Emerging players

• Open Farm: Open Farm is a North American premium natural pet food brand with strong sustainability and traceability credentials. Comparable to MPM in B Corp-style ethos and premium positioning, but smaller scale and US-focused.
• Stella & Chewy's: Stella & Chewy's is a US premium raw and natural pet food brand. Comparable to MPM in premium natural positioning and natural ingredient story, with stronger raw and freeze-dried format mix and US specialty channel depth.
• Carnilove (VAFO Praha): Carnilove is a Czech premium grain-free pet food brand with growing international distribution. Comparable in natural-ingredient positioning and category (cat and dog) but smaller and earlier in international scaling than MPM.

Direct peers

• Tiki Cat: Tiki Cat (Whitebridge Pet Brands) is a US premium wet cat food brand focused on high-protein, grain-free recipes. Directly comparable to MPM's Applaws and Reveal brands on wet cat format and premium natural positioning.
• Wellness Pet Company: Wellness Pet is a US-headquartered premium natural pet food maker with a portfolio of wet and dry cat and dog food brands (Wellness CORE, Wellness Complete Health). Direct overlap with MPM in premium, natural-ingredient positioning and wet food-led mix sold through grocery and pet specialty channels.
• Champion Petfoods (Orijen, Acana): Champion Petfoods, owned by Mars, makes Orijen and Acana — premium natural pet food brands positioned on biologically appropriate, high-meat recipes. Closely comparable to MPM's premium natural positioning, with stronger dry-food leadership and global specialty retail penetration.
• Almo Nature: Almo Nature is an Italy-founded premium natural pet food company with a strong wet food portfolio and global distribution. Comparable to MPM in natural-ingredient ethos, B Corp certification, and reliance on partner manufacturing across European and international grocery channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mpm-products

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MPM