Background: ownership, sourcing and positioning
Advance and Feline Natural 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. Feline Natural canned wet uses no gelling agents, producing a looser texture than conventional canned cat 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.
Feline Natural is made in New Zealand from 100 percent New Zealand-sourced ingredients, through manufacturing partners in Hawke's Bay and Gisborne. It was founded by Geoff Bowers, a former Royal Marine and UK police dog handler who built the concept after a sabbatical studying grey wolves in Alaska with biologist Gordon Haber.
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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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.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.
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