Background: ownership, sourcing and positioning
Absolute Holistic and Hypro Premium are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. 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. Hypro Premium is built on a grain-free, 100 percent real meat positioning using locally sourced Australian ingredients, made at Hypro's own NSW facility. 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.
Hypro Premium is made in Australia by Hypro Pet Foods, a family-owned manufacturer in the Hawkesbury Valley, NSW, across grain-free kibble and 85g pate pouches. It is a brand of Hypro Pet Foods, a family-owned Australian manufacturer in the Hawkesbury Valley run by the Camilleri family for more than 25 years, alongside its Be Frank and Pure Life brands.
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No Hypro Premium products are eligible for side-by-side comparison. Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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