Background: ownership, sourcing and positioning
Advance and Be Frank 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. Be Frank sources around 85 to 97 percent Australian ingredients depending on the recipe and is made at Hypro's own facility in the Hawkesbury Valley, NSW. 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.
Be Frank is made in Australia by Hypro Pet Foods, a family-owned manufacturer in the Hawkesbury Valley, NSW, across kibble and 85g pate pouches. It is a brand of Hypro Pet Foods, a family-owned Australian manufacturer in the Hawkesbury Valley run by the Camilleri family for more than 25 years, alongside its Hypro Premium and Pure Life brands.
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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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
No Be Frank 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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.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.
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