Background: ownership, sourcing and positioning
Be Frank and Ziwi Peak 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. Ziwi Peak was acquired by Hong Kong-based FountainVest Partners in September 2021 at a valuation of around NZ$1.5 billion, after a bidding war against Boyu Capital and reportedly Nestlé. 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.
Ziwi Peak is made at a purpose-built kitchen in Napier, New Zealand, which replaced its original Mount Maunganui operations in 2022, with all meat and seafood sourced within New Zealand. It uses recipes that routinely carry 96 percent meat, organs, bone and green-lipped mussel with zero grain, legume or potato content.
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