Owned by
Hypro Pet Foods
Made in
Australia
Founded
–
Where it's made
Australia (Hypro Pet Foods facility, Hawkesbury Valley, NSW)
About this brand
Australian brand owned by Hypro Pet Foods, marketed as Australia's first complete meal combining high-protein grain-free kibble with freeze-dried 100 percent real meat pieces. The cat (Natural Boost) range is made in Australia and spans both dry and wet. The dry recipes are Australian Chicken and Tasmanian Salmon for adults plus a Chicken kitten, each a kibble-with-freeze-dried-meat blend; the wet range is a set of pate pouches (Australia Chicken, Chicken and Salmon, Beef and Kangaroo, plus a Chicken kitten).
Sister brands
The food
Obligate carnivore lens
The dry recipes lead with a named meat meal plus freeze-dried meat of the same protein, which is a genuine plus, but sit on a legume base (faba beans and chickpeas) with potato starch in every recipe, and the Salmon adds pea protein and canola oil; yoghurt powder also appears. The wet pate pouches are different: they lead with a collective 'Meats (Chicken, Liver and Animal Protein)' rather than named, weighted cuts, and carry cassia and guar gums, carrageenan, a little added dextrose and sodium tripolyphosphate. Meat-led overall, but the dry is legume and starch forward and the wet leans on collective labelling and additives.
Pragmatic lens
An Australian-made range distinguished by the freeze-dried meat inclusions in its dry recipes; the dry is legume-forward with potato starch, and the wet pate pouches lean on collective meat labelling, gums, a little added sugar and sodium tripolyphosphate.
Pros
Australian made by a long-established family-owned manufacturer; the dry recipes lead with named meat plus same-protein freeze-dried meat, are grain-free and free of synthetic additives, and the single-protein options suit sensitivity diets; guaranteed analysis is published across both the dry and wet ranges.
Cons
In the dry recipes the deck is legume-forward (faba beans and chickpeas) with potato starch throughout, the Salmon adds pea protein and canola oil, and yoghurt powder appears. The wet pate pouches are less transparent: they group the meat as a collective 'Meats (Chicken, Liver and Animal Protein)' rather than naming weighted cuts, and contain cassia and guar gums, carrageenan, added dextrose and sodium tripolyphosphate. Product moisture is not published for any recipe, so the range cannot be placed on a dry-matter basis here.
Recommendation
A distinctive Australian-made option for owners drawn to the freeze-dried meat inclusions and single-protein recipes in its dry range, where the ingredient decks are genuinely meat-led, if legume and starch forward. The wet pate pouches are a step less transparent, leaning on collective meat labelling, gums, a little added sugar and sodium tripolyphosphate. Moisture is not published for either, so neither can be compared on a dry-matter basis here.
Distinctive ingredients
No declared Vitamin K source. Checked the full ingredient string for all seven products this session: none, kibble or pouch, adult or kitten, declares a Vitamin K source in any form. Sibling brand Hypro Premium has a partial version of this gap, two of its three kibbles use Vitamin K3 (menadione) and only its Ocean Fish carries none, but here it's absent across the whole range rather than part of it.
"Natural Boost". The name describes the freeze-dried meat pieces folded through both kibble recipes rather than a stand-alone marketing label. Each kibble leads with '[Protein] Meal & [Protein] Freeze Dried Meat' as its first ingredient pair, and independent Australian pet food review commentary explains the term the same way. The name alone, on the pack, doesn't convey what it refers to.
Chicken Pâté Kitten formulation. The kitten pâté is a genuinely different recipe to the three adult pâtés, not a smaller pack of the same food. Confirmed word for word against Pure Life's own kitten pâté page, it drops sodium tripolyphosphate, dextrose and D-xylose, and replaces the adult range's collective 'Meats (Chicken, Liver and Animal Protein)' label with a single named 'Chicken'. It reads as the cleanest ingredient list in the pâté range by a clear margin.
"Local Ingredients" percentage. Kibble and pâté panels state a specific figure: 96 percent on all three kibbles, 97 percent on the Chicken adult pâté (the Chicken & Salmon Pâté, Beef & Kangaroo Pâté and kitten pâté panels weren't checked for this figure). These are numbers printed directly on the label rather than general 'Australian made' wording, though they can't be independently verified beyond what the label states.
The claims, checked
“No fillers or artificial preservatives”
This bullet appears on Pure Life's own product page for all three kibbles, adult Chicken, adult Salmon and the Chicken Kitten. It holds up for the kibble range: each recipe uses a natural antioxidant, chicken fat or canola oil with mixed tocopherols and rosemary extract, and no synthetic preservative appears in any of the three. The claim doesn't extend to the pâtés, which carry sodium tripolyphosphate, a synthetic preservative that fires this catalogue's Synthetic Preservatives pill on all three adult pouches.
The numbers in practice
The Chicken Kitten kibble runs a genuinely higher standard than its adult equivalent: 36 percent protein and 15 percent fat against the adult's 35 and 14, both at the same 3800 kcal/kg. The two share an identical ingredient list in the same order, so this is a real macro step-up for the kitten formula rather than a relabelled adult recipe.
Kibble and pâté sit at very different energy densities, the same split seen across the other two Hypro Pet Foods brands in this catalogue. All three kibbles publish 3800 kcal/kg; the four pâtés run 1240 to 1250 kcal/kg, a little under a third of the kibble figure, in keeping with the pâté's much higher moisture content. A cat fed only pâté needs a proportionately larger daily serve by weight to reach the same energy intake as one on kibble.
As-fed protein and fat percentages sit close together within each format, 35 to 36 percent protein and 14 to 15 percent fat across the three kibbles, 8.5 percent protein and 7 percent fat across the four pâtés, but none of the seven products publish moisture. Without a stated moisture figure, none of these as-fed numbers can be converted to a dry-matter basis for comparison against other brands in this catalogue.
Common questions
Who owns Pure Life?
Pure Life is owned by Hypro Pet Foods (Australian, family owned). It shares a parent with Be Frank and Hypro Premium.
Where is Pure Life made?
Pure Life sold in Australia is made in Australia.
Is Pure Life grain-free?
Yes. Every Pure Life recipe in our catalogue is grain-free.
Is Pure Life good for cats?
A distinctive Australian-made option for owners drawn to the freeze-dried meat inclusions and single-protein recipes in its dry range, where the ingredient decks are genuinely meat-led, if legume and starch forward. The wet pate pouches are a step less transparent, leaning on collective meat labelling, gums, a little added sugar and sodium tripolyphosphate. Moisture is not published for either, so neither can be compared on a dry-matter basis here.
The range
Products
7
Made in
Australia
Most common first ingredients: meats, chicken meal & chicken freeze dried meat, salmon meal & salmon freeze dried meat, chicken
No products in this range trigger synthetic colours, synthetic flavours, caramel colour, animal digest.
Products
7 of 7Where to buy
Sold mainly through Petbarn (in store and petbarn.com.au) and a range of independent online stores (Woonona Petfoods, Pet Servo, Peekapaw and others); brand site purelifepetfoods.com.au
Same recipe, different life stage
Pure Life makes a chicken kibble across two life stages. Same protein, same format, so the difference you see below is the life stage, not the recipe.
Different life stages
A kitten food and an adult food are not interchangeable. Growth formulas run higher in protein, fat, calcium and energy. This is the difference to look at, not a like for like swap.
Natural Boost Australian Chicken Kitten
Guaranteed Analysis
Dry Matter Basis
Natural Boost Australian Chicken
Guaranteed Analysis
Dry Matter Basis
Compare with
Pure Life's own compare strip, by primary format, is Wellness CORE, Ivory Coat, Royal Canin, Be Frank and Advance. Wellness CORE, Ivory Coat, Royal Canin and Be Frank all reciprocate cleanly, listing Pure Life back in their own top five at the same fourth position. Advance is the one-sided fifth name here: it appears in Pure Life's list but its own top ten is entirely kibble-cohort brands, with no pouch or wet brand at all. Be Frank is the reciprocal Hypro Pet Foods sibling in this same strip, the closer comparison of the two, both Australian-made, both split across dry and wet, both from the same Hawkesbury Valley facility, as Be Frank's own cohortContext already states from its side. Hypro Premium, the third Hypro brand, sits instead in the separate kibble-led cohort with Advance, Black Hawk and Vetalogica. One family owner, three brands, two different compare strips grouped by format mix rather than parent company.
Recall history
No Australian recall affecting Pure Life cat food is on the public record. Australia has no central pet food recall register, so this reflects the limits of the record rather than a guarantee of safety. How recalls work in Australia →
Data reflects manufacturer-published information at the time of collection; formulations change, so always verify against the label on the product you intend to buy.
Last verified June 2026
Without limiting our Terms, ingredients and product information listed here require independent verification. Information on this page is sourced from publicly available sources and while we take reasonable care to verify accuracy, we do not warrant that it is complete, current, or error-free. Nothing on kibbleguide.com.au constitutes veterinary or nutritional advice. Consult a qualified veterinarian for guidance specific to your pet. See our Terms of Use for full details.