Pimlico Food Group has entered the commercial pet food market, introducing a raw cat food brand, Rawr, to Woolworths supermarkets.
The business strategy aims to position the line as a direct alternative to traditional mass-market options, with the range comprising three initial varieties: Ocean Fish, Kangaroo, and Chicken.
The manufacturing process uses domestic meat, organs, and eggs, along with specific functional ingredients such as collagen and algal oil.
Formulated in conjunction with pet nutritionists to meet dietary profiles, the meals are prepared raw, snap-frozen to preserve natural nutrients, and thawed before reaching retail shelves.
The products do not contain additives such as binders, grains, legumes, or starches.
“Somewhere along the line, the commercial pet food industry convinced us that by-products, heavy fillers, and fancy packaging equalled a proper meal. Spoiler: it doesn’t,” said Pru Thompson, co-founder of Pimlico Food Group.
The national launch is supported by a consumer education campaign, ‘Suspicious Six’, featuring six animated cat characters to communicate feeding recommendations.
The product range is available at Woolworths stores nationwide.
Further reading: Mars opens Australia’s largest cat food kitchen in Wodonga.
