Background: ownership, sourcing and positioning
Fancy Feast and Taste of the Wild sit at opposite ends of the ownership spectrum in the Australian cat food market. Fancy Feast was created by Carnation in 1982 as the first 'gourmet' cat food, predating Nestlé's acquisition by three years. Taste of the Wild launched in 2007 as the 'ancestral diet' flagship of Diamond Pet Foods, a family-owned Missouri manufacturer founded in 1970 and still privately held. Both brands lean on their heritage as a marker of trust with owners.
Fancy Feast is made in Pluakdaeng, Rayong, Thailand.
Taste of the Wild leans on novel proteins including bison, venison, wild boar, smoked salmon and roasted quail, paired with sweet potatoes, peas and legumes rather than grains.
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