Emerging Stronger – Handling the Cat Food Recall

In June 2021, MPM, the owner of cat food brand Applaws, was told by the Royal Veterinary College that a Lincolnshire supplier may be the source of cases of Feline Pancytopenia, causing a number of cat fatalities.

This impacted a several Applaws lines, alongside private label brands for Pets at Home and Sainsburys. Applaws and MPM had never faced a recall in its 15-year history and nothing this high-profile. Arena PR was engaged to help navigate a highly emotional recall. Over an intense three months, Arena supported MPM, ensuring its business and Applaws brand emerged with its reputation protected.