Background: ownership, sourcing and positioning
Feline Natural and Hypro Premium offer two different approaches to the Australian cat food market. Feline Natural was acquired via its parent Natural Pet Food Group by global private equity firm KKR in May 2021. Hypro Premium is a brand of Hypro Pet Foods, a family-owned Australian manufacturer in the Hawkesbury Valley run by the Camilleri family for more than 25 years, alongside its Be Frank and Pure Life brands. The ownership transitions at both brands reflect a broader pattern of pet food consolidation in the 2020s.
Feline Natural is made in New Zealand from 100 percent New Zealand-sourced ingredients, through manufacturing partners in Hawke's Bay and Gisborne. It was founded by Geoff Bowers, a former Royal Marine and UK police dog handler who built the concept after a sabbatical studying grey wolves in Alaska with biologist Gordon Haber.
Hypro Premium is built on a grain-free, 100 percent real meat positioning using locally sourced Australian ingredients, made at Hypro's own NSW facility.
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No Hypro Premium 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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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