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MPM Products, the company behind Applaws pet food, has expanded its range in Woolworths stores.

Four additional products have been launched, championing "more natural" pet food.

MPM Products general manager Tony Emmerson says "natural" was even more important to consumers in pet food, and Applaws was responding to this.

"We want every pet owner to have easy access to specialist quality pet food at a fair price – so that every pet can be their best,” he says.

Emmerson says there is now a new wet dog food in varieties of chicken breast, chicken breast and vegetable and chicken breast and beef liver, designed to complement a dry food diet.

"Our wet food is made from 100 per cent natural, human-grade meat and we will even eat it ourselves to prove to people just how natural it is."

Applaws also has a new grain-free dry food in duck and venison flavours, in a 2.7kg pack. Recipes do not contain fillers, additives or preservatives.