Background: ownership, sourcing and positioning
Addiction and Frontier Pets are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. Addiction leans on an invasive-species eco-narrative, with brushtail possum positioned as both novel protein and ecological benefit. Frontier Pets is built around an explicit anti-factory-farming mission, channelling more than AUD$7 million into Australian regenerative-farming suppliers by 2024. 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.
Frontier Pets uses ingredients that are 100 percent Australian, human-grade, whole-of-life free-range, including free-range eggs and certified organic produce.
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