Background: ownership, sourcing and positioning
Absolute Holistic and Fancy Feast sit at opposite ends of the ownership spectrum in the Australian cat food market. 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. Fancy Feast wins shoppers on variety and palatability rather than nutritional reinvention, using meat by-products and thickeners common to mainstream wet food. The two brands differ in several ways beyond the one point highlighted here.
Absolute Holistic is made in New Zealand from locally sourced ingredients as whole-prey air-dried products across three cat recipes. It offers novel proteins including hoki, venison and blue mackerel that are uncommon in Australian cat food.
Fancy Feast is made in Pluakdaeng, Rayong, Thailand. It was created by Carnation in 1982 as the first 'gourmet' cat food, predating Nestlé's acquisition by three years.
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