Julian Bambridge: Driving MPM Products to Global Pet Food Leadership

Julian Bambridge, Global CEO of MPM Products, has led the company through an extraordinary journey of growth and innovation. From its humble beginnings as a niche cat food company, MPM now serves over 40 countries with premium pet food. In a candid interview, Bambridge reflects on his career path, MPM’s unique business strategy, and the challenges and triumphs of scaling globally.

A Nonlinear Career Path

Bambridge’s professional trajectory began far from the polished boardrooms of a global company. “My first job out of university was running a deep pan pizza restaurant,” he says, recalling his early days with humor. A transition into the pet food industry followed, working with the American company Iams before its acquisition by Procter & Gamble.

Describing his years at Procter & Gamble, he emphasizes the solid foundation it provided. “It’s a really good schooling in what good looks like,” he explains. “It teaches you how to run a business properly, to look after the whole P&L, and to develop a proper business unit.” Yet, he quickly found that the rigidity of the corporate environment wasn’t for him. “They’re not great at innovating. They’re not great at turning something old and stuffy into something new,” he observes.

The pull toward entrepreneurship eventually led Bambridge to MPM Products in 2008, when the company’s turnover stood at just £2.6 million. Fast-forward 15 years, and MPM is targeting £250 million. This remarkable growth reflects not only the demand for premium pet food but also the company’s cat-first philosophy and culture of innovation.

A Market Built Around Cats

MPM Products stands apart from many pet food companies because of its singular focus on cats. Bambridge explains the rationale: “The cat is very different to a dog. A cat is a sentient predator that’s incredibly fussy about what it eats. Meanwhile, a dog will eat chewed-up car tires with tomato ketchup if you let them.”

This understanding of feline behavior is central to MPM’s success. Bambridge notes: “For cat owners, food becomes the critical interaction point. If they get that wrong, it’s worse than death itself.” MPM capitalizes on this unique dynamic, delivering high-quality, palatable products that enhance the limited bonding time cat owners have with their pets.

In addition to quality, the company emphasizes the importance of retailer margins. “For years, margins on cat food were terrible for retailers,” says Bambridge. “The original founders saw this gap and created a product that’s premium, highly palatable, and category-busting in terms of margin. It changes the dynamics for retailers.”

This focus on cats has allowed MPM to carve out a unique niche. “We’re pretty much the only company on the planet that’s entirely cat-focused,” he states. “We have a small dog business, but our primary focus remains on cats.”

Global Expansion and Learning Curves

MPM’s expansion into 40 countries has required agility and a willingness to learn from mistakes. “When we first went into Australia, we didn’t have the correct permits to import product,” Bambridge admits. “The ship had already landed in Melbourne, and we couldn’t take the product off the boat.” While the issue was resolved in time, it underscored the importance of meticulous preparation.

Breaking into the U.S. market, one of the largest in the world, presented its own challenges. “You’ve got to offer the market something it doesn’t already have,” he explains. “For us, that was our limited-ingredient products. We were the only ones offering this in the U.S. market.”

Bambridge also credits much of the company’s success in new markets to its hiring practices. “Get good people, get good advice, and be bold,” he advises. “Employ people who know the market ahead of time. That’s been crucial for us.”

Sustainability as a Core Value

As a premium brand, sustainability has always been embedded in MPM’s culture. The company’s commitment was formalized through B Corp certification, a rigorous process that validates ethical and sustainable business practices.

Bambridge recalls his early conversations about B Corp with Mark Cuddigan of Ella’s Kitchen: “I remember thinking, ‘We already do a lot of this stuff.’ But the B Corp framework gave us a way to encapsulate it all—sustainability, traceability, anti-slavery, and recycling—into one cohesive approach.”

The process, while challenging, has been rewarding. “B Corp ensures that it’s not just lip service,” he says. “They verify and investigate every claim. It’s not an easy process, but it’s incredibly valuable.”

Partnering with Private Equity

MPM’s growth has been bolstered by partnerships with private equity firms, including ECI and 3i. Bambridge describes the experience as transformative: “Private equity has been the dynamic that changed MPM. It gave us the firepower to make significant bets and grow the business while maintaining our culture.”

Finding the right partners, however, is crucial. “You need alignment on culture and values,” he emphasizes. “We’ve been lucky to find equity partners who understand our business case and support our goals.”

The relationship with private equity is symbiotic. “You have to deliver on your promises,” Bambridge says. “When you do, the relationship strengthens, and the business thrives.”

Overcoming Challenges & Looking to the Future

Like any business, MPM has faced its share of challenges, from navigating Brexit and currency fluctuations to managing inflationary pressures. Reflecting on these hurdles, Bambridge says: “We’ve had to be resilient and adaptable. But we’ve always focused on staying true to our core principles and delivering value to our customers.”

MPM’s ambitions remain high. The company aims to double its revenue again within the next five years, targeting £500 million. “The numbers get bigger, and the math gets harder,” Bambridge acknowledges. “But the theory remains the same. It’s about doing what we’re already doing, but better.”

Maintaining the company’s culture will be key. “MPM is built on resilience and innovation,” he says. “We have a saying: if there isn’t a way, we’ll make one. That’s what will drive us forward.”

As the interview concludes, Bambridge shares a message for government policymakers: “Don’t change stuff for the sake of it. Every change creates dozens more things for businesses to navigate. Just leave it alone for now.”

This pragmatic perspective reflects Bambridge’s focus on action and results—a mindset that has propelled MPM Products to its current success and promises to sustain its growth in the years to come.