Background: ownership, sourcing and positioning
Addiction and Taste of the Wild are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. Addiction uses genuinely unusual proteins including New Zealand brushtail possum, venison, kangaroo, salmon and eel. Taste of the Wild leans on novel proteins including bison, venison, wild boar, smoked salmon and roasted quail, paired with sweet potatoes, peas and legumes rather than grains. Both brands lean on protein variety as a marker of difference from mainstream cat food.
Addiction operates one of New Zealand's largest dry pet food plants and runs a sizeable contract-manufacturing business alongside its own brand.
Taste of the Wild launched in 2007 as the 'ancestral diet' flagship of Diamond Pet Foods, a family-owned Missouri manufacturer founded in 1970 and still privately held.
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