Background: ownership, sourcing and positioning
Feline Natural and Orijen sit at opposite ends of the ownership spectrum in 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. Orijen was acquired by Mars Petcare in February 2023 as part of a reported US$2 billion deal for parent Champion Petfoods; the brand operates as an independent business unit within Mars Pet Nutrition. 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.
Orijen runs production exclusively at two company-owned kitchens in Alberta and Kentucky with no private-label work. It is built around 'WholePrey' ratios with 85 to 90 percent animal inclusions including fresh and raw meat, organs and bone.
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