Background: ownership, sourcing and positioning
Feline Natural and Ivory Coat 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. Ivory Coat is now controlled by a Chinese-Singaporean consortium led by Hosen Capital alongside Temasek and New Hope Group. 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.
Ivory Coat is marketed on 100 percent Australian meat as the primary ingredient across grain-free kibble and pouch formats. It started in 2013 as a natural pet shampoo line by Steven Devereaux-Stanford before expanding into kibble and being acquired by Real Pet Food Company in 2017.
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