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Masterpet (EBOS Group, dual-listed ASX/NZX)
Black Hawk
Corporate · 13 listed
Natural Pet Food Group
Feline Natural
Private equity · 19 listed
Formats represented
Black
kibblepouch
Feline
cannedfreeze-driedpouch
Moisture · as fed
Black Hawk
kibble
10
pouch
75–80
Feline Natural
canned
81–83
freeze-dried
8
pouch
80–81
0%20%40%60%80%
Shown as fed: the water actually in the food. The dry-matter rows below strip it out so protein and fat can be compared across formats.
Protein · dry matter
Black Hawk
kibble
36–39
pouch
4250
Feline Natural
canned
4255
freeze-dried
4652
pouch
4755
30%40%50%60%
Fat · dry matter
Black Hawk
kibble
1220
pouch
818
Feline Natural
canned
2844
freeze-dried
2842
pouch
2539
0%10%20%30%40%50%
Formats and figures reflect the products listed on KibbleGuide, not necessarily each brand’s full range.
Background: ownership, sourcing and positioning
Black Hawk and Feline Natural offer two different approaches to the Australian cat food market. Black Hawk sources roughly 45 to 50 percent of ingredients within a 200 km radius of its Parkes plant. Feline Natural canned wet uses no gelling agents, producing a looser texture than conventional canned cat food. The two brands differ in several ways beyond the one point highlighted here.
Black Hawk is made in Parkes, NSW. It is built on a 'passionate breeder' narrative rather than clinical or ancestral framing, with an 'every ingredient matters' tagline.
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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Off. Only products with a clean dry matter basis appear, and life stages are kept comparable. This is the default.
Data reflects manufacturer-published information at the time of collection; formulations change, so always verify against the label on the product you intend to buy.
Without limiting our Terms, ingredients and product information listed here require independent verification. Information on this page is sourced from publicly available sources and while we take reasonable care to verify accuracy, we do not warrant that it is complete, current, or error-free. Nothing on kibbleguide.com.au constitutes veterinary or nutritional advice. Consult a qualified veterinarian for guidance specific to your pet. See our Terms of Use for full details.
