Pimlico Food Group has entered the commercial pet food market with the launch of its premium raw cat food brand, RAWR, now available at Woolworths stores nationwide.
Made fresh and raw, the brand aims to challenge long-standing industry norms and remind cat owners what real food actually looks like.
“Somewhere along the line, the commercial pet food industry convinced us that by-products, heavy fillers, and fancy packaging equaled a proper meal. Spoiler: it doesn’t,” said 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.”
The range
RAWR debuts with three hero recipes – Ocean Fish, Kangaroo and Chicken – built from 100% Aussie meat, nutrient-rich organs, egg and functional gut-loving extras like collagen and algae.
Every recipe is meat-first, gently prepared and snap frozen to preserve natural nutrients, enzymes and amino acids, supporting bioavailability and gut health. It is then thawed in a controlled manner and sold in the Woolworths fridge to make it easy to serve straight from the fridge.
Playful disruption
Built on the brand platform of “Playful Disruption, Real Talk and Principled but Not Preachy”, RAWR is also bringing a fresh 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 – who will feature across digital content, retail activations, and clear consumer education. Each character brings their own unique, relatable personality and distinct storyline to drive deep engagement across diverse consumer segments.
RAWR is available now fresh in the refrigerated pet food section at Woolworths stores nationwide.
