Background: ownership, sourcing and positioning
Absolute Holistic and Addiction are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. Absolute Holistic offers novel proteins including hoki, venison and blue mackerel that are uncommon in Australian cat food. Addiction uses genuinely unusual proteins including New Zealand brushtail possum, venison, kangaroo, salmon and eel. Both brands lean on protein variety as a marker of difference from mainstream cat food.
Absolute Holistic builds each recipe from 93% New Zealand meat and organs with green-lipped mussel for joint support, gently air-dried over ten hours to preserve natural enzymes.
Addiction operates one of New Zealand's largest dry pet food plants and runs a sizeable contract-manufacturing business alongside its own brand.
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