Background: ownership, sourcing and positioning
Be Frank and Purina Pro Plan sit at opposite ends of the ownership spectrum in 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. 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. Shoppers choosing between the two are effectively picking between corporate scale and founder-led focus.
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.
Purina Pro Plan 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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