Background: ownership, sourcing and positioning
Fancy Feast and Frontier Pets sit at opposite ends of the ownership spectrum in the Australian cat food market. Fancy Feast wins shoppers on variety and palatability rather than nutritional reinvention, using meat by-products and thickeners common to mainstream wet food. Frontier Pets uses ingredients that are 100 percent Australian, human-grade, whole-of-life free-range, including free-range eggs and certified organic produce. The two brands differ in several ways beyond the one point highlighted here.
Fancy Feast is made in Pluakdaeng, Rayong, Thailand. It was created by Carnation in 1982 as the first 'gourmet' cat food, predating Nestlé's acquisition by three years.
Frontier Pets is built around an explicit anti-factory-farming mission, channelling more than AUD$7 million into Australian regenerative-farming suppliers by 2024.
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