Background: ownership, sourcing and positioning
Feline Natural and Taste of the Wild offer two different approaches to 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. 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. The two brands take different paths to the same shelf, and those differences become clear once you look past the price tag.
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.
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.
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