Background: ownership, sourcing and positioning
Addiction and Proudi 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. Proudi uses around 97% meat, organs and ground bone with a small premix that avoids menadione, and no grains, legumes or starches across both formats. 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.
Proudi is made on the Sunshine Coast, QLD, as prey-model raw frozen patties and shelf-stable air-dried products, across four frozen and three air-dried cat recipes. It is an independent Queensland prey-model raw brand making both frozen patties and air-dried products from Australian human-grade meat.
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