Background: ownership, sourcing and positioning
Addiction and Be Frank are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. Addiction built the range around hypoallergenic formulations designed with a clinical nutritionist. Be Frank sources around 85 to 97 percent Australian ingredients depending on the recipe and is made at Hypro's own facility in the Hawkesbury Valley, NSW. The two brands differ in several ways beyond the one point highlighted here.
Addiction operates one of New Zealand's largest dry pet food plants and runs a sizeable contract-manufacturing business alongside its own brand. It uses genuinely unusual proteins including New Zealand brushtail possum, venison, kangaroo, salmon and eel.
Be Frank is made in Australia by Hypro Pet Foods, a family-owned manufacturer in the Hawkesbury Valley, NSW, across 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 Hypro Premium and Pure Life brands.
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No Be Frank 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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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