Background: ownership, sourcing and positioning
Addiction and Purina Pro Plan sit at opposite ends of the ownership spectrum in the Australian cat food market. Addiction operates one of New Zealand's largest dry pet food plants and runs a sizeable contract-manufacturing business alongside its own brand. Purina Pro Plan is backed by more than 500 Purina scientists globally, with AU lines split between local Blayney manufacture and imports from the USA, France and Thailand. The two brands differ in several ways beyond the one point highlighted here.
Addiction uses genuinely unusual proteins including New Zealand brushtail possum, venison, kangaroo, salmon and eel.
Purina Pro Plan is produced at the Blayney NSW factory that has made Pro Plan since 1989, after absorbing roughly AUD$200 million in Nestlé investment over the past decade and now running on 100 percent renewable electricity. It launched LiveClear in 2020, the first cat food using an egg-derived anti-Fel d 1 protein to reduce environmental cat allergens.
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