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Natural Pet Food Group
Feline Natural
Private equity · 19 listed
Wellness Pet Company
Wellness CORE
Private equity · 25 listed
Formats represented
Feline
cannedfreeze-driedpouch
Wellness
cannedkibblepouch
Moisture · as fed
Feline Natural
canned
81–83
freeze-dried
8
pouch
80–81
Wellness CORE
canned
78–85
kibble
10
pouch
7890
0%20%40%60%80%
Shown as fed: the water actually in the food. The dry-matter rows below strip it out so protein and fat can be compared across formats.
Protein · dry matter
Feline Natural
canned
4255
freeze-dried
46–52
pouch
47–55
Wellness CORE
canned
4167
kibble
42–50
pouch
4585
30%40%50%60%70%80%90%
Fat · dry matter
Feline Natural
canned
2844
freeze-dried
2842
pouch
2539
Wellness CORE
canned
1336
kibble
1120
pouch
2036
0%10%20%30%40%50%
Formats and figures reflect the products listed on KibbleGuide, not necessarily each brand’s full range.
Background: ownership, sourcing and positioning
Feline Natural and Wellness CORE are both owned by private equity firms, each brand having been acquired after proving its niche in the natural-food end of the market. Feline Natural was acquired via its parent Natural Pet Food Group by global private equity firm KKR in May 2021. Wellness CORE is owned by the private equity firm Clearlake Capital, which acquired it from Berwind Corporation in 2020, and markets itself as the largest independent North American pet food maker. 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.
Wellness CORE makes its dry kibble in the United States while the wet cans and pouches are made in Thailand.
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Off. Only products with a clean dry matter basis appear, and life stages are kept comparable. This is the default.
Data reflects manufacturer-published information at the time of collection; formulations change, so always verify against the label on the product you intend to buy.
Without limiting our Terms, ingredients and product information listed here require independent verification. Information on this page is sourced from publicly available sources and while we take reasonable care to verify accuracy, we do not warrant that it is complete, current, or error-free. Nothing on kibbleguide.com.au constitutes veterinary or nutritional advice. Consult a qualified veterinarian for guidance specific to your pet. See our Terms of Use for full details.
