Background: ownership, sourcing and positioning
CatChi and Purina Pro Plan sit at opposite ends of the ownership spectrum in the Australian cat food market. CatChi is an independent Sydney brand founded in 2023, built around single-protein fresh meals delivered frozen by subscription. 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.
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.
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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