Applaws Dry Food Kitten Chicken Grain Free

Applaws Dry Kitten Food with Chicken contains nothing more than the following ingredients.

Composition: Dry Chicken (62%), Chicken Mince (17%), Potato, Brewer’s Yeast, Beet Pulp, Chicken Gravy (1%), Salmon Oil (Source of Omega-3), EPA and DHA Vitamins and Minerals, Dried Egg, Cellulose Plant Fibre (0.03%), Sodium Chloride, Calcium Carbonate, Seaweed/Kelp, Cranberry, DL-Methionine, Potassium Chloride, Yucca Extract, Citrus Extract, Rosemary Extract.

Additives: Vitamins: Vitamin A (Retinyl Acetate) 27,850 IU/Kg, Vitamin D3 (Cholecalciferol) 1,200 IU/Kg, Vitamin E (Alpha-Tocopherol Acetate) 615 IU/Kg; Trace Elements: Selenium (Sodium Selenite) 0.13 mg/Kg, Iodine (Calcium Iodate Anhydrous) 1.5 mg/Kg, Iron (Ferrous Sulphate Monohydrate) 80mg/Kg, Copper (Cupric Sulphate Pentahydrate) 48 mg/Kg, Manganese (Manganese Sulphate Monohydrate) 38 mg/kg, Zinc from Zinc Sulphate Monohydrate 135 mg/Kg. Technological Additives: E1705 Enterococcus Faecium Cernelle 68 (SF68;NCIMB 10415) 1,000,000,000 cfu/Kg as an aid in the establishment, maintenance and restoration of a balanced gut flora in cats; Natural Antioxidants: Mixed Tocopherol and Rosemary Extract.

Analytical Constituents: Protein 38%, Crude Fibre 2.1%, Crude Fat 20%, Crude Ash 10.5%, Omega-3: 0.8%, Omega-6: 3.8%, Phosphorus 1.5%, Calcium 2.3%, Taurine 2,000 mg/Kg.

Brand Credentials & Scale 

·         Premium, natural pet food brand established in 2006, owned by MPM Products (Making Pet Food Matters)

·         2024 global rebrand - the largest in the brand's history - reinforcing its ambition to become the world's No. 1 premium, natural cat food brand

·         Backed by continuous investment in R&D, packaging innovation, and international growth

·         B Corp certified - a verified ethical and sustainability standard most competing brands can't claim, increasingly relevant to today's pet owners

·         Full-range consistency: dry, wet, and treats all built on the same high-protein, natural philosophy - the shop can build a complete Applaws basket, not just stock one format

Product Positioning in the Greek Market

·         Positioned in the accessible-premium tier - above mass-market brands, but priced in a way that lets everyday consumers buy such a premium product at an affordable price

·         Ideal shelf position between economy brands and ultra-premium products

·         Strong margin profile for retailers, combined with broad customer appeal

·         Rising demand in Greece for natural and organic pet food, driven by growing owner awareness of nutrition

·         Greek owners increasingly treat pets as family and seek premium, specialized nutrition

·         E-commerce and specialist pet retail both gaining share, favoring transparent, story-driven brands like Applaws