Background: ownership, sourcing and positioning
Advance and Fancy Feast both sit inside multinational consumer goods groups, but the two brands draw on very different corporate heritages. Advance is marketed as 'Australia's most tested super premium pet food', with formulas developed via the Mars-owned Waltham Petcare Science Institute. Fancy Feast wins shoppers on variety and palatability rather than nutritional reinvention, using meat by-products and thickeners common to mainstream wet food. 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.
Fancy Feast is made in Pluakdaeng, Rayong, Thailand. It was created by Carnation in 1982 as the first 'gourmet' cat food, predating Nestlé's acquisition by three years.
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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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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