Background: ownership, sourcing and positioning
Addiction and Tyga offer two different approaches to the Australian cat food market. Addiction uses genuinely unusual proteins including New Zealand brushtail possum, venison, kangaroo, salmon and eel. Tyga offers a kangaroo recipe, a lean novel protein uncommon among cooked cat foods. 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.
Tyga builds each recipe on 87 to 91 percent named meat and organs with functional whole-food extras like green lipped mussel, tuna and shiitake. It develops its recipes with board-certified veterinary nutritionists and cooks gently at 85 degrees C rather than serving raw or extruding.
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