Pimlico Food Group has entered the commercial pet food market with a new raw cat food brand now stocked in the refrigerated pet food section at Woolworths stores across Australia.
The brand, Rawr, debuts with three recipes — Ocean Fish, Kangaroo and Chicken — made from what the company describes as 100% Australian meat, along with organ meat, egg and additions including collagen and algae oil.
The meals are formulated with pet nutritionists to reflect the nutritional profile of a cat's natural prey diet, including high protein and fat content and low carbohydrates. They are prepared raw and snap-frozen, then thawed under controlled conditions before being sold in-store.
- Three initial varieties: Ocean Fish, Kangaroo and Chicken
- Made with Australian meat, organ meat, egg, collagen and algal oil
- Prepared raw, snap-frozen and thawed before reaching retail shelves
- No grains, legumes, starches, fillers or binders
- Available nationwide at Woolworths stores in Australia
Pru Thompson, co-founder of Pimlico Food Group, said the brand aimed to challenge existing standards in the pet food industry and was designed to give pet owners an alternative to more processed products.
"Rawr is what happens when you stop pretending 'cat food' is food," said Thompson. "Pet parents no longer need to buy into highly processed shortcuts, fillers and fluff. We're here to bring real talk and premium, uncompromised raw nutrition straight to the pet food aisle so owners can give their cats the nutrition they actually deserve. The result? Shinier coats, smoother digestion, less waste and happier cats. Once you see the difference, there's no going back."
The national launch is supported by a consumer education campaign, "Suspicious Six," featuring six animated cat characters to communicate feeding recommendations.
