Background: ownership, sourcing and positioning
Be Frank and Feline Natural offer two different approaches to the Australian cat food market. Be Frank is a brand of Hypro Pet Foods, a family-owned Australian manufacturer in the Hawkesbury Valley run by the Camilleri family for more than 25 years, alongside its Hypro Premium and Pure Life brands. Feline Natural was acquired via its parent Natural Pet Food Group by global private equity firm KKR in May 2021. The ownership transitions at both brands reflect a broader pattern of pet food consolidation in the 2020s.
Be Frank sources around 85 to 97 percent Australian ingredients depending on the recipe and is made at Hypro's own facility in the Hawkesbury Valley, NSW.
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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