Background: ownership, sourcing and positioning
Applaws and Purina Pro Plan sit at opposite ends of the ownership spectrum in the Australian cat food market. Applaws is a British brand founded in 2006 around a high-meat-content, natural positioning with named ingredients and no synthetic additives. Purina Pro Plan launched in 1986 as the first dry pet food to use fresh meat as the number-one ingredient, positioned from day one for pet specialty and veterinary channels. Both brands lean on their heritage as a marker of trust with owners.
Applaws cans most of its Australian wet range in Thailand while making its Vitality dry food in Australia, and is sold through Pet Circle, Petbarn, Petstock and pet specialty retailers.
Purina Pro Plan is produced at the Blayney NSW factory that has made Pro Plan since 1989, after absorbing roughly AUD$200 million in Nestlé investment over the past decade and now running on 100 percent renewable electricity. It launched LiveClear in 2020, the first cat food using an egg-derived anti-Fel d 1 protein to reduce environmental cat allergens.
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