Background: ownership, sourcing and positioning
Advance and Applaws sit at opposite ends of the ownership spectrum in the Australian cat food market. Advance is marketed as 'Australia's most tested super premium pet food', with formulas developed via the Mars-owned Waltham Petcare Science Institute. Applaws built its name on simple wet recipes that lead with a named whole-muscle protein such as tuna fillet or chicken breast in broth or jelly, with very high dry-matter protein. The two brands differ in several ways beyond the one point highlighted here.
Advance is made by Mars Petcare Australia, with its dry food produced at the Bathurst NSW factory and cat pouches onshored to Wodonga from 2025, having previously been made in Thailand.
Applaws cans most of its Australian wet range in Thailand while making its Vitality dry food in Australia, and is sold through Pet Circle, Petbarn, Petstock and pet specialty retailers. It is a British brand founded in 2006 around a high-meat-content, natural positioning with named ingredients and no synthetic additives.
Compare individual products
Tap a product on each side to pin it for a closer look.
Off. Only products with a clean dry matter basis appear, and life stages are kept comparable. This is the default.
No Advance products are eligible for side-by-side comparison. Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
Data reflects manufacturer-published information at the time of collection; formulations change, so always verify against the label on the product you intend to buy.
Without limiting our Terms, ingredients and product information listed here require independent verification. Information on this page is sourced from publicly available sources and while we take reasonable care to verify accuracy, we do not warrant that it is complete, current, or error-free. Nothing on kibbleguide.com.au constitutes veterinary or nutritional advice. Consult a qualified veterinarian for guidance specific to your pet. See our Terms of Use for full details.