Background: ownership, sourcing and positioning
CatChi and Ivory Coat offer two different approaches to the Australian cat food market. CatChi uses 95 percent or more named meat and organs in every recipe, gently cooked at low temperature and snap frozen rather than extruded or canned. Ivory Coat is marketed on 100 percent Australian meat as the primary ingredient across grain-free kibble and pouch formats. The two brands differ in several ways beyond the one point highlighted here.
CatChi is made in Sydney by Cat Chi Pty Ltd from Australian-farmed meat, gently cooked then snap frozen, across four single-protein recipes. It is an independent Sydney brand founded in 2023, built around single-protein fresh meals delivered frozen by subscription.
Ivory Coat 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 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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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