Background: ownership, sourcing and positioning
Advance and NZ Natural Meow sit at opposite ends of the ownership spectrum in 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. NZ Natural Meow sells gently freeze-dried and air-dried raw recipes fed as-is or rehydrated rather than cooked kibble. Shoppers choosing between the two are effectively picking between corporate scale and founder-led focus.
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.
NZ Natural Meow makes the range in small batches at its own New Zealand facility and is FernMark licensed as a genuine New Zealand-made producer. It uses New Zealand proteins including hoki, wild venison and brushtail possum alongside lamb, beef, chicken and king salmon.
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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.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.