Category Challenger: RAWR Launches 100% Aussie Raw Cat Food Range in Woolworths Fridges Nationwide

Pimlico Food Group has officially shaken up the commercial pet food market with the launch of its premium raw cat food brand, RAWR. Aimed at bridging the gap between raw nutrition and supermarket convenience, the new range is available fresh in Woolworths fridges nationwide starting today.

What Real Food for Cats Actually Looks Like

RAWR debuts with three hero recipes—Ocean Fish, Kangaroo, and Chicken—crafted from 100% Aussie meat, nutrient-rich organs, egg, and functional, gut-loving extras like collagen and algae oil.

Made fresh and raw, the way nature intended, every recipe is meat-first, gently prepared, and snap-frozen to preserve natural nutrients, enzymes, and amino acids for peak bioavailability and gut health. To ensure ultimate convenience for feline parents, it is thawed in a controlled manner and sold directly in the Woolworths fridge, ready to serve straight from the pack.

Developed alongside leading pet nutritionists, the range delivers species-appropriate nutrition that mirrors a cat’s natural prey diet: high in protein and fat, low in carbohydrates, and naturally high in moisture to support essential hydration.

The RAWR Promise: Nothing artificial. No fillers. No binders. No grains, legumes, or starches. Ever.

Challenging the Supermarket Status Quo

RAWR enters the market to challenge long-standing industry norms and remind cat owners what real food actually looks like. The range offers an uncompromisingly transparent alternative to traditional, highly processed pet foods, leaving behind the ambiguous meat meals, grains, starches, and confusing fillers that have dominated supermarket shelves for decades.

“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,” says Pru Thompson, Co-Founder of Pimlico Food Group.

“RAWR is what happens when you stop pretending ‘cat food’ is food. 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.”

Real Food, Locked in by Science (No Fluff. No Fillers. Ever)

By removing traditional binders, legumes, and starches, RAWR supports a lower-volume feeding recommendation that delivers higher-quality results. Every ingredient is clearly named on-pack, standing in stark contrast to the "cereals," "meat meals," "soy," and "stabilisers" found on legacy labels.

Every RAWR meal features:

✔ Meat-First Formulation: High-quality, 100% Aussie meat as the very first ingredient, with exact percentages shown on-pack (no ambiguous "and/or" statements).

✔ High Moisture Content: Mirroring a cat's natural prey diet to support hydration and crucial kidney health.

✔ Nutrient-Dense Organ Meats: Liver provides a natural, wild-inspired source of Vitamin A, iron, B vitamins, and essential fatty acids.

✔ Collagen & Egg: Uncommon, premium inclusions that complete the amino acid profile while supporting skin, coat, and joint health.

✔ Algae Oil: A sustainable, clean source of DHA and EPA omega-3s for brain health, vision, and mobility.

✔ Precise Vitamin & Mineral Blend: Expertly formulated to be complete and balanced in line with strict AAFCO standards.

Meet the “Suspicious Six”

Built on a brand platform of Playful Disruption, Real Talk, and Principled but Not Preachy, RAWR is introducing a fresh, unfiltered voice to the pet food aisle.

Casting aside dense corporate jargon, the launch is supported by a vibrant cast of animated cat characters—Milo, Millie, Willow, Theo, Max, and Rosie—collectively known as the "Suspicious Six." These characters will feature across digital content, retail activations, and consumer education, bringing unique, relatable personalities to drive deep engagement with feline parents across Australia.

Price & Availability

RAWR is available right now in the refrigerated pet food section at Woolworths stores nationwide.

Feline parents can purchase the range in the following options:

✔ Single Pack (7 x 60g pouches): Available from $25.00 for any protein option.

✔ 3-Pack: Offers a convenient bulk option with a 20% savings.

✔ 6-Pack: Offers the best value for multi-cat households with a 33% savings.

To learn more or explore the full range, visit: rawrfoodforcats.com.au

Connect with the brand and stay updated on socials:

•  Facebook: Follow RAWR on Facebook
•  Instagram: Follow RAWR on Instagram

Feline Nutrition Hub: Deepen Your Knowledge

Understanding species-appropriate feeding is the best way to support your cat's long-term health. Explore our foundational guides on feline biology and the raw feeding movement:

✔ Feline Biology: The Dangers of a Vegan Diet for Cats – An essential look at why obligate carnivores require meat-first nutrition to survive and thrive.

✔ Diet & Routines: Busting Myths About Cat Diets & Feeding Routines – Breaking down the common misconceptions surrounding commercial pet food labels.

✔ The Raw Movement: Australia's Raw Dog Food Revolution (via Australian Dog Lover) – A deep dive into how raw feeding is transforming pet wellness across the country.

Cats Have Nine Lives… Your Vet Only Has One

The grieving parents of a young Australian veterinarian who died by suicide after facing verbal abuse and threats from an angry pet owner have launched a powerful new campaign to protect the people who save our pets.

Dr. Sophie Putland tragically died in 2021 at just 33 years old. The devastating loss prompted her parents, Garry and Kate Putland, alongside her brothers and loved ones, to establish Sophie’s Legacy. Their mission became urgent after discovering that professionals employed in the veterinary industry are four times more likely to die by suicide than the general population.

Since its inception, Sophie’s Legacy has grown into Australia's leading advocacy voice for veterinarians, veterinary nurses, and clinic support staff.

A Bitter-Sweet Message for a Complex Crisis

“We’re doing everything we can to make the veterinary profession mentally healthier,” says Sophie’s father, Garry Putland.

“By saying ‘Cats have nine lives, your vet and their team only have one’ – it just puts it out there that the people treating your pet only have one life.”

Sophie’s mother, Kate Putland, shares that veterinarians and clinic staff still regularly face unacceptable levels of aggressive behaviour from clients.

“We’ve had vets and their teams forced to call police because the abuse has become so bad,” Kate reveals. “We cannot ever accept that as being ‘part of the job’ – vets and the incredible nurses, reception teams, orderlies, and cleaners all deserve to be safe at work. My daughter’s legacy is to make sure we get that message through to everyone.”

Taking Advocacy to Australian Streets

Since it was established, Sophie’s Legacy has successfully lobbied for parliamentary inquiries and industry-led changes to make the profession safer for existing teams and more attractive to newcomers.

Now, they are taking the message directly to the public with a major nationwide campaign rollout:

✔ Café Takeaway Cups: Custom coffee cups featuring the slogan are launching in cafés across Australia.

✔ Street and Park Art: The powerful message will appear printed on footpaths in dog parks and high-foot-traffic city streets across both regional and metro hubs.

✔ Public Billboards: Prominent billboards are going live in high-visibility areas.

✔ In-Clinic Lifelines: Every veterinary clinic in Australia will receive campaign posters, stickers, and leaflets featuring a QR code linking directly to support resources on the Sophie's Legacy website.

✔ Digital Reach: A major social media campaign is launching simultaneously across all major platforms.

Continuing Sophie's Legacy

“It’s a simple, yet bittersweet message about a complex problem in the profession,” Garry says.

“But it won’t always be a problem because Sophie’s Legacy will continue to stand up for our vets and vet teams to make this incredible profession safer and more attractive to people thinking about joining this rewarding career."

While the foundation has already driven significant positive change for the Australian veterinary community, the Putland family stresses that there is still plenty of work left to be done.

“We will keep working with governments, industry leaders, vet clinic owners, our vet teams, and the public to continue to save the people who save our pets and animals,” Garry says.

Support the Movement

To learn more about the campaign, access resources, or show your support for your local clinic team, visit sophieslegacy.com or follow the movement on social media:

• Facebook: @SophiesLegacyAustralia
• Instagram: @Sophies.legacy
• LinkedIn: @sophieslegacy-au
• TikTok: @Sophies.Legacy

Victorian Virtual Pet Food Drive Critical as Winter Demand Bites

With the cost of living seeing food insecurity on the rise, hardship is not only impacting people but their beloved pets, too.

So as Victoria braces for another cold winter, Pets Of The Homeless has launched their Virtual Pet Food Drive, calling on Australians to help vulnerable people feed their companion animals during tough times.

The appeal comes as the charity announced a major milestone: 3 million meals distributed from their dedicated Pet Food Bank, with around 60,000 meals going out across the state every month.

“Three million meals is a huge achievement, but behind every meal is a person doing everything they can to keep the pet they love safe and fed,”  said Yvonne Hong, Founder and CEO.

"We know that when people are facing hardship, their pets provide comfort, companionship and hope. No one should have to choose between feeding themselves or feeding their best friend. Our goal is to ensure there is enough food so that no one goes hungry this winter and beyond."

Ben, Nacho Chacho & Pinto Beans: A Story of Survival and Devotion

Read Ben's story to hear first-hand why this pet food support is saving lives and keeping families together.

Overnight, Ben was forced to leave his home due to family violence. One day he had a roof over his head. The next, he had nowhere to go.

"I went from a happy life, to being on the streets for two weeks," Ben shared. "I didn’t think it could happen so quickly. I was 32 years old, I didn’t think I’d ever be in that position. It affected my job, my mental health, my work life—everything."

Ben eventually managed to secure a new home for his little family of three beloved cats: Hallie-peno, Nacho Chacho, and Pinto Beans. But starting over from scratch came at a massive cost, draining his resources for a bond, furniture, and the basic necessities most of us take for granted.

Surrendering his cats might have made things easier financially, but for Ben, that was never an option.

“They’re my sense of security. They're my best friends. They're my everything,”  Ben emphasised.

"I struggled with mental health at one point and they were there for me. They didn’t judge me, they put up with my tears, my laughter, with my insanity and they gave me a reason to get out of bed." 

"It wasn’t about me – I’ve gotta change their litter. I may not want to eat, but they need to eat."

But even making sure they could eat became a heart-breaking struggle.

"There were times where I had to contact utilities and say, 'Don’t turn the electricity off—I’ve got the last $20 and it needs to go to cat food'."

That’s when Ben discovered his local food pantry was offering pet food support through Pets Of The Homeless. With reliable access to quality cat food and litter, he could finally breathe a sigh of relief knowing his cats were well-fed and cared for.

“Pets Of The Homeless have been there through the worst and the best,” Ben said simply.

The support Ben received meant he could keep his feline family by his side during one of the most difficult periods of his life. Today, they are all doing much better, but their story reflects the harsh reality facing many vulnerable pet owners amidst the rising cost of living.

Help POTH Reach Their Stretch Goal

Right now, as the cold sets in, people and pets like Ben and his cats, are at real risk of going without. That’s why Pets Of The Homeless urgently need your help to keep families together.

This year’s Virtual Pet Food Drive is proudly supported by the Petstock Foundation, and while their initial donation matching allocation has now been completely exhausted thanks to incredible community generosity, the need remains urgent.

The Virtual Pet Food Drive will continue to run until 30 June. We are now pushing toward our vital stretch goal to expand our reach to more community food relief organisations who are currently on our waiting list.

"If we can reach our stretch target of 220,974 meals by the end of June, our reach will extend further and so many more pets will have full bellies, and their humans will have the comfort of knowing they don't have to face hardship alone," said Yvonne.

How to Help

By filling your virtual cart today with a bag, basket, or trolley of nutritious pet food, you can make an immediate difference. Your tax-deductible gift will help fill empty bowls for hungry pets across Victoria this winter.

To fill your virtual cart and help keep people and pets together, please visit the Pets Of The Homeless Virtual Pet Food Drive.

About Pets Of The Homeless

Pets Of The Homeless is a not-for-profit working to keep vulnerable people and their pets together by alleviating the burden of providing essential pet care during times of hardship. By providing pet food and supplies, veterinary care and safe shelter, Pets Of The Homeless works to ensure that the important bond between a person and their companion animal is never broken.

• Website: www.petsofthehomeless.org.au
• Facebook: www.facebook.com/pothaustralia
• Instagram: www.instagram.com/pothaustralia