RAWR is what happens when you stop pretending “cat food” is food. We created RAWR with one thought: what people and their cats really want is Food for Cats. The big idea, brand and packaging all start from one truth: cats are carnivores, and cat food should be built for that. Real meat, no fillers, no nasties. Made to stand out in a sea of sad sachets and grim tins, RAWR is loud, colourful and a bit cheeky: designed to be just as disruptive on shelf as it is for the category.