Background: ownership, sourcing and positioning
Fancy Feast and Pikko 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. Pikko uses 100 percent meat recipes with named cuts and organs and a premix built on vitamin K2 rather than menadione. 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.
Pikko is made in Perth, WA, gently cooked in small batches and frozen into daily-portion pouches, across four recipes. It is an independent Perth brand making small-batch gently cooked meals delivered frozen by subscription within Western Australia.
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