Background: ownership, sourcing and positioning
Absolute Holistic and Ivory Coat offer two different approaches to 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. Ivory Coat is marketed on 100 percent Australian meat as the primary ingredient across grain-free kibble and pouch formats. 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.
Ivory Coat started in 2013 as a natural pet shampoo line by Steven Devereaux-Stanford before expanding into kibble and being acquired by Real Pet Food Company in 2017.
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No Ivory Coat 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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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