CONTENTS PEOPLE PETS PLANET
Innovation at the core...
Our recipe for success
We are proud to continue the legacy of our co-founders, who believed pet food should be free from artificial additives and fillers. They knew there had to be a better way - and we do too. In 2024, we continued our strong track record of bringing exciting innovation to market. Our incredible teams, who work cross-functionally in bringing new products to pet parents all over the world, made it a record year for ensuring their beloved pets could enjoy MPM’s signature high quality, natural products in a variety of new ways. The expansion of our range included not just new flavours, but also entry into new categories, expanding our appeal by including new offerings across life-stages, cat hydration (broths) and a variety of treat formats. 2024 also marked a major milestone with the successful execution of the Applaws rebrand across all our markets, reinforcing our leadership in the natural premium cat food
segment. Our new look delighted both our loyal shopper base and continues to attract new shoppers into the brand. As a proud B Corp, sustainability remains a top priority for our team and this year’s recertification reaffirmed our commitment to responsible business practices. We consider everything from design to potential supply chain efficiencies across all our projects so that we can continue our efforts to reduce packaging and further minimise our impact on the environment.
Samantha Greenwood Chief Marketing Officer
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MPM Annual Impact Report FY2024
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