Background: ownership, sourcing and positioning
Frontier Pets and Purina Pro Plan sit at opposite ends of the ownership spectrum in the Australian cat food market. Frontier Pets was founded by Diana Scott, a former Ogilvy marketer who spent 15 years running her own agency before pivoting to pet food in 2017. 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.
Frontier Pets uses ingredients that are 100 percent Australian, human-grade, whole-of-life free-range, including free-range eggs and certified organic produce. It is built around an explicit anti-factory-farming mission, channelling more than AUD$7 million into Australian regenerative-farming suppliers by 2024.
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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