Background: ownership, sourcing and positioning
Feline Natural and Purina Pro Plan sit at opposite ends of the ownership spectrum in the Australian cat food market. Feline Natural kibble is made by vacuum-infusing freeze-dried liver and oils into baked pieces rather than through conventional extrusion. Purina Pro Plan is produced at the Blayney NSW factory that has made Pro Plan since 1989, after absorbing roughly AUD$200 million in Nestlé investment over the past decade and now running on 100 percent renewable electricity. Shoppers choosing between the two are effectively picking between corporate scale and founder-led focus.
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.
Purina Pro Plan launched LiveClear in 2020, the first cat food using an egg-derived anti-Fel d 1 protein to reduce environmental cat allergens.
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