Background: ownership, sourcing and positioning
Absolute Holistic and Wellness CORE 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. Wellness CORE is built on a grain-free, animal-protein-first philosophy spanning kibble, 79g cans and 50g pouches. 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.
Wellness CORE makes its dry kibble in the United States while the wet cans and pouches are made in Thailand. It is owned by the private equity firm Clearlake Capital, which acquired it from Berwind Corporation in 2020, and markets itself as the largest independent North American pet food maker.
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