Background: ownership, sourcing and positioning
Advance and Taste of the Wild 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. Taste of the Wild leans on novel proteins including bison, venison, wild boar, smoked salmon and roasted quail, paired with sweet potatoes, peas and legumes rather than grains. 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.
Taste of the Wild launched in 2007 as the 'ancestral diet' flagship of Diamond Pet Foods, a family-owned Missouri manufacturer founded in 1970 and still privately held.
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