Background: ownership, sourcing and positioning
Be Frank and Ivory Coat 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. Ivory Coat is now controlled by a Chinese-Singaporean consortium led by Hosen Capital alongside Temasek and New Hope Group. 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.
Ivory Coat is marketed on 100 percent Australian meat as the primary ingredient across grain-free kibble and pouch formats. It started in 2013 as a natural pet shampoo line by Steven Devereaux-Stanford before expanding into kibble and being acquired by Real Pet Food Company in 2017.
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No Be Frank 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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
No Ivory Coat 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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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