Background: ownership, sourcing and positioning
Advance and Black Hawk offer two different approaches to the Australian cat food market. Advance is produced by Mars Petcare Australia at the Wodonga plant, which is receiving a AUD$112 million new wet-pouch facility that will onshore 290 million cat pouches per year from 2025. Black Hawk moved production in-house to an AUD$82 million Masterpet-owned Pet Care Kitchen in Parkes NSW that opened in 2022, after years of contract manufacturing. Both brands' recent capital investment reflects a broader shift towards domestic manufacturing in the Australian cat food market.
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. It is marketed as 'Australia's most tested super premium pet food', with formulas developed via the Mars-owned Waltham Petcare Science Institute.
Black Hawk sources roughly 45 to 50 percent of ingredients within a 200 km radius of its Parkes plant. It is built on a 'passionate breeder' narrative rather than clinical or ancestral framing, with an 'every ingredient matters' tagline.
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