Official contact information identifies Valour Pets Global Pte. Ltd. as the company behind the brand, with a registered address in Singapore.3

Foundation

According to the brand’s official history, Aatas Cat was established in 2015 by individuals who were themselves cat owners and enthusiasts. The founders experienced difficulties in getting cats to eat consistently and encouraging sufficient water consumption, experiences that became the starting point for the brand.4

Rather than developing a narrow range of conventional cat food, Aatas Cat chose to emphasise choice and variety. The brand compares its product philosophy to a rainbow, where different colours represent different tastes, textures, proteins, and formulations, allowing owners to find suitable options for individual cats.5

Expansion of the product portfolio

Aatas Cat subsequently expanded beyond its original wet-food focus into dry cat food, functional wet food, cat treats, and cat litter. The current catalogue covers much of the everyday consumable side of cat care.6

International development

Aatas Cat is no longer positioned solely as a Singapore-market brand. Its official FAQ lists availability in Australia, Brunei, China, Estonia, Indonesia, Iraq, Japan, Kazakhstan, Saudi Arabia, Korea, Kuwait, Latvia, Lithuania, Malaysia, Myanmar, New Zealand, Sri Lanka, Taiwan, Vietnam, and Singapore, among other markets.7

The name “Aatas” is associated with Singapore’s linguistic and cultural environment. A Japanese distributor’s brand description explains that “Aatas” means “up”, “high”, or “above” in an Austronesian language, and that the word has developed associations with being refined, sophisticated, and having good taste in Singaporean usage.8

This meaning aligns with the brand’s positioning, as Aatas Cat attempts to present ordinary cat meals as a more sophisticated or “gourmet” dining experience. The company’s branding reinforces this idea through taglines such as “The real feast” and “We Paint The Rainbow, You Find The Gold.” The crown incorporated into the logo also supports the concept of giving cats a premium or “royal” treatment. The Aatas Cat trademark registration describes the logo as stylised orange-and-white lettering with a yellow/orange crown incorporated into the first “A”.9

Aatas Cat’s philosophy is built upon four key pillars.

Variety

Variety is arguably the brand’s most distinctive characteristic. Instead of offering only a few standard chicken, tuna, and salmon formulas, Aatas Cat has developed a large flavour catalogue. Its wet-food catalogue includes categories such as Creamy Chicken, Tantalizing Tuna, Jolly Jelly, Soupy Stew, Daily Defence, Soul Superfoods, Fruity Feast, and Complete Care.10

Within these categories are combinations such as tuna with crab, shrimp, squid, snapper, salmon, sardine, beef, and chicken, as well as chicken with kanikama, shirasu, crab, mackerel, and vegetables. This approach is particularly suited to fussy or frequently bored cats, as owners can rotate flavours rather than feeding the same recipe continuously.

Palatability

Aatas Cat places considerable emphasis on making food attractive to cats. The brand describes its food as being created around taste and texture, with wet-food recipes using ingredients such as tuna, chicken, seafood, and vegetables in gravy, aspic, jelly, or loaf formulations.

Its product-development philosophy focuses on creating nutritionally appropriate food that cats actually want to eat, rather than merely meeting nutritional adequacy. This distinction addresses the issues of feline food refusal and selective eating that inspired the brand’s creation.

Hydration

Hydration is a recurring theme in the brand’s development. As cats naturally have a relatively low thirst drive, Aatas Cat specifically designed a number of wet-food products around gravy, broth, and high-moisture formats. The company states it wants wet food to help owners encourage cats to consume more water.11

Consequently, many Aatas Cat products have a noticeably liquid-rich presentation rather than being purely meat-based chunks. The Soupy Stew line, for example, is explicitly described as a hydrating meal consisting of tenderised tuna red meat combined with chicken, seafood, or vegetables in gravy.12

Accessibility

Although Aatas Cat uses premium/gourmet branding, it does not position itself exclusively as a luxury product. The company explicitly describes its philosophy as “Premium Quality at Affordable Price,” stating that quality cat food should be accessible rather than limited to owners willing to pay luxury prices.

This creates a distinct market position combining premium presentation, broad variety, and relatively accessible pricing.

Wet food

Wet food is the most recognisable part of the Aatas Cat product portfolio. The official catalogue contains numerous formulas and formats, including gravy, aspic, jelly, soft jelly, and loaf products.13

Creamy Chicken

The Creamy Chicken series uses shredded chicken as its primary component and combines it with toppings such as tuna, kanikama, shirasu, sardine, vegetables, whitefish, mackerel, and crab. These products are prepared in gravy.

Tantalizing Tuna

The Tantalizing Tuna range focuses on tuna whole loin and a wide variety of accompanying ingredients. Examples include Tuna & Surimi, Tuna & Okaka, Tuna & Beef, Tuna & Chicken, Tuna & Pumpkin, Tuna & Anchovy, Tuna & Tilapia, Tuna & Salmon, Tuna & Sardine, Tuna & Ocean Fish, Tuna & Saba, Tuna & Shirasu, Tuna & Snapper, Tuna & Crab, Tuna & Squid, and Tuna & Shrimp. This range illustrates the brand’s “rainbow” concept of extensive variety.

Functional wet food

Aatas Cat offers a Daily Defence line designed around specific feline health-support themes. Products include Hairball Control, Digestive Care, Urinary Tract Health, Skin & Coat, Eye Care, and Fecal Odour Control.14 These recipes generally combine tuna whole loin and cage-free chicken with functional ingredients. It is important to distinguish these from veterinary therapeutic diets; Aatas Cat presents them as functional everyday pet-food products rather than prescription veterinary diets.

Superfood-inspired wet food

The Soul Superfoods / Diamond Dinner concept represents another distinctive category. Examples include Tuna White Meat with Quinoa, Tuna White Meat with Chia Seeds, Tuna White Meat with Coconut, Tuna White Meat with Scrambled Eggs, Tuna White Meat with Goji Berries, and Tuna White Meat with Kale.15 This line provides a different visual and marketing identity compared to conventional seafood cat food.

Fruity Feast

The Fruity Feast series combines cage-free chicken with ingredients such as coconut water, mango, pineapple, kiwi, zucchini, and blueberry. The brand describes these recipes as combining chicken with fruits or plant ingredients intended to provide additional nutritional variety.16

Aatas Cat’s dry food is organised primarily into two families.

Aatas Delight

The Delight range is described as a complete and balanced adult cat food containing Omega-3, Omega-6, antioxidants, taurine, and prebiotics.17 Flavours include Seafood Delight (Tuna & Sardine), Gourmet Delight (Chicken & Tuna), Ocean Delight (Salmon), and Country Delight (Chicken). The products are offered in relatively large bag sizes, including 1.2 kg, 7 kg, and 18 kg for some formulas.18

Aatas Gold

Aatas Gold is positioned as an enhanced version of the Delight range. The company states it adds essential vitamins, nutritional support for teeth and bones, natural fibre for hairball control, and prebiotics for digestion. The current catalogue includes Supreme Gold and Pacific Gold.19

Aatas Cat sells treats intended to supplement normal meals. The official catalogue highlights three major treat concepts:20

• Crème de la Crème: A smooth creamy purée designed to provide both palatability and additional moisture.
• Happy Time: Crunchy bite-sized treats containing vitamins and minerals.
• Crème Purée: Portable creamy purée sticks designed for convenient feeding and treating.

These products extend the brand beyond “food” into everyday bonding and rewarding behaviours.

Aatas Cat is not exclusively a food brand. Its litter portfolio includes three major types:21

• Kofu Klump: Tofu/soy-based litter positioned as an eco-friendly clumping product.
• Krisp Klump: Paper-based litter made using recycled paper.
• Kuick Klump: Clay/bentonite litter designed for rapid clumping and easy scooping.

This allows owners to purchase food, treats, and litter from the same brand family.

Aatas Cat emphasises animal proteins and feline-oriented nutrition. The company states that cats require nutrients including taurine, arginine, vitamin A, and essential fatty acids. It also describes cats as obligate carnivores and recommends diets based around appropriate animal-derived nutrition.22

For its dry-food products, Aatas Cat highlights ingredients and nutrients such as Omega-3, Omega-6, taurine, antioxidants, prebiotics, vitamins, and natural fibre.23

Many of its wet-food products are marketed as grain-free, non-GMO, and free from artificial colouring, artificial preservatives, and MSG. However, the exact formulation varies by product, so these claims should be evaluated product by product rather than assumed to apply identically to the entire catalogue.

Aatas Cat states that its canned wet food is hand-packed, with manual preparation and packing intended to support quality assurance and control.24 The company also states that its seafood supply chain has digital traceability from catch to consumption and that seafood is legally sourced.25

For at least some dry-food products, Aatas Cat says manufacturing takes place at establishments committed to international food-safety and manufacturing-practice standards.26

Aatas Cat specifically emphasises its use of BPA-NI cans. “BPA-NI” stands for bisphenol-A non-intent, meaning the company states BPA is not intentionally used in the can packaging. Its FAQ states that its canned food uses BPA-NI cans and describes them as BPA-free for intended use.27 This is part of the brand’s broader attempt to connect food quality with packaging safety.

Sustainability is a significant part of Aatas Cat’s corporate messaging. The company states that it sources seafood from sustainable sources, uses digital traceability for seafood, works with suppliers on ethical labour practices, opposes illegal fishing, seeks to minimise environmental impact, supports biodiversity, and considers human-rights standards in its fishing supply chain.28

The brand presents sustainability not merely as an environmental issue but as part of its overall “Aatas Care” philosophy.

Aatas Cat places unusual emphasis on halal certification for a cat-food brand. According to its official FAQ, wet/canned food is certified by the Central Islamic Council of Thailand, while dry food is certified by the Islamic Food Research Centre Hong Kong.29

The company also describes its food as “guilt-free” in connection with these certifications.30 This is particularly relevant in Southeast Asian markets, where halal certification can be an important purchasing consideration even for pet products.

Aatas Cat states that it does not conduct caged animal testing. Its FAQ says that palatability trials, when necessary, are observational and non-invasive and take place in home environments rather than through caged laboratory testing.31 This aligns with the brand’s broader positioning around animal welfare.

Aatas Cat is part of the broader portfolio of Valour Pets, a Singapore-based pet-products company. Industry publication GlobalPETS identifies Aatas Cat alongside NUTRIPE and Bronco as key Valour Pets brands. The company describes its broader business as focusing on pet nutrition and specialised products for pet owners.32

Valour Pets has also discussed investment in manufacturing facilities in New Zealand, with an emphasis on food safety, consistency, quality, and sustainability.33 The company behind the Aatas Cat brand is currently identified by Aatas Cat itself as Valour Pets Global Pte. Ltd.

Aatas Cat has developed a distribution network extending well beyond Singapore. The official FAQ lists markets including Australia, Brunei, China, Estonia, Indonesia, Iraq, Japan, Kazakhstan, Saudi Arabia, Korea, Kuwait, Latvia, Lithuania, Malaysia, Myanmar, New Zealand, Sri Lanka, Taiwan, Vietnam, and Singapore.

The brand has also been promoted internationally through pet-industry publications and distributors. For example, Japanese retail/distribution material identifies Aatas Cat as a Singapore-based pet-food and pet-supplies brand and describes its products as being manufactured in Thailand. Consequently, it is best understood as a Singapore-origin international brand rather than simply a local Singapore cat-food label.

Logo

The logo uses orange, white, and yellow colours, featuring a crown and stylised lettering. The crown visually reinforces the idea that the cat is being treated as royalty, and the trademark record confirms these core visual elements.

Brand language

Aatas Cat deliberately uses playful cat-related terminology such as “Meow”, “Paw-mise”, “Meow-alogue”, “Purr-fect”, “The Real Feast”, and “We Paint The Rainbow”. This creates a brand personality that is premium but playful, rather than clinical or veterinary.

Aatas Cat occupies a middle ground in the cat-food market. It is not positioned as a low-cost commodity brand, as its packaging, flavour combinations, and “gourmet” language emphasise quality and indulgence. At the same time, it does not position itself purely as an ultra-premium veterinary or boutique nutrition brand.

Instead, the positioning can be summarised as affordable premium/gourmet cat food with an unusually large selection of flavours. This is consistent with the company’s own descriptions of its products as “premium quality at affordable price” and “affordable gourmet meals”.

Several characteristics distinguish Aatas Cat in the marketplace:

• Huge flavour variety: Rather than selling a handful of basic recipes, Aatas Cat has built an extensive catalogue of combinations involving tuna, chicken, seafood, vegetables, fruits, and functional ingredients.
• Strong wet-food focus: A large part of the brand’s identity revolves around wet food, gravy, jelly, aspic, and hydration.
• Singaporean identity: Although it sells internationally, Aatas Cat originates from Singapore and incorporates Singaporean linguistic and cultural associations into its name and branding.
• Premium-but-accessible positioning: The brand combines gourmet presentation with mass-market affordability.
• Sustainability messaging: Traceability, sustainable seafood, and ethical sourcing are prominently incorporated into its brand story.
• Beyond food: The addition of treats and three different litter formats allows the company to address more of the everyday cat-care market.

Aatas Cat is a Singapore-origin, internationally distributed feline nutrition and care brand founded in 2015, best known for its extensive range of affordable premium cat foods emphasising flavour variety, palatability, hydration, responsible sourcing, and feline wellbeing.

Operated by Valour Pets Global Pte. Ltd., the brand developed from an effort to address cats’ selective eating habits and low water consumption. Its product portfolio includes the Creamy Chicken, Tantalizing Tuna, Daily Defence, Fruity Feast, Soul Superfoods, and Complete Care wet-food ranges, as well as Delight and Gold dry-food ranges.

The brand’s identity is centred on variety, with its “We Paint The Rainbow, You Find The Gold” slogan referring to the extensive selection of flavours and formulations available to cat owners. Aatas Cat promotes quality ingredients, grain-free options, hydration-focused wet food, sustainable seafood sourcing, digital traceability, BPA-NI packaging, and ethical labour practices. Its wet and dry products are also marketed with halal certifications from Islamic certification bodies in Thailand and Hong Kong respectively.

Having expanded from Singapore into numerous international markets across Asia, Oceania, Europe, and the Middle East, Aatas Cat represents Valour Pets’ cat-focused consumer brand, combining premium/gourmet branding with relatively accessible pricing and a particularly broad product selection.

1. About – Aatas Cat
2. About Us – Aatas Cat
3. Home – Aatas Cat
4. Contact – Aatas Cat
5. FAQ – Aatas Cat
6. Aatas Cat「猫様のための究極の饗宴！」 – ファンタジーワールド [FANTASY WORLD]
7. AATAS CAT Trademark of Valour Pets International Pte Ltd – Registration Number 5089001 – Serial Number 79189182 :: Justia Trademarks
8. Reg. No. 5,089,001
9. Wet Food – Aatas Cat
10. Aatas Cat: The Real Feast – GlobalPETS
11. Dry Food – Aatas Cat
12. Aatas Delight – Gourmet Delight – Aatas Cat
13. (exp: 30 Mar 2028) Aatas Cat 80g Creamy Chicken & Shirasu In Gravy Cat Wet Canned Food
14. Shop Aatas Cat Online | CatSmart Singapore
15. Aatas Cat
16. Aatas Cat – Page 2
17. Aatas Cat – Page 5
18. Aatas Cat Complete Care Wet Food – GlobalPETS
19. The finest dining experience – GlobalPETS
20. Review Makanan Kucing Aatas Cat – Halal No Pork // FaniCat
21. Contact Us – Aatas Cat
22. Aatas Cat | Pet Shop Online | Pets’ Station
23. Aatas Cat | Meow With Us
24. Aatas Cat | Kohepets
25. Aatas Cat — Cats Garage
26. ねこばたけ
27. Aatas Cat | Pet Master Singapore
28. (exp: 23 Mar 2028) Aatas Cat 80g Finest Daily Digestive Care Wet Canned Food
29. (exp: 24 Mar 2028) Aatas Cat 80g Finest Daily Fecal Odour Control Wet Canned Food
30. Aatas Cat – Natural Pet Store Singapore
31. Buy Aatas Cat Food Online at Pet Lovers Centre Singapore
32. Link 2 Link Asia Pacific Pte Ltd | LinkedIn
33. Aatas Cat Tantalizing Tuna&Shirasu in Aspic Formula Cat Food | สำนักงานคณะกรรมการกลางอิสลามแห่งประเทศไทย