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.
