Background: ownership, sourcing and positioning
Hypro Premium and Ivory Coat offer two different approaches to the Australian cat food market. Hypro Premium is a brand of Hypro Pet Foods, a family-owned Australian manufacturer in the Hawkesbury Valley run by the Camilleri family for more than 25 years, alongside its Be Frank and Pure Life brands. Ivory Coat is now controlled by a Chinese-Singaporean consortium led by Hosen Capital alongside Temasek and New Hope Group. The ownership transitions at both brands reflect a broader pattern of pet food consolidation in the 2020s.
Hypro Premium is built on a grain-free, 100 percent real meat positioning using locally sourced Australian ingredients, made at Hypro's own NSW facility.
Ivory Coat is marketed on 100 percent Australian meat as the primary ingredient across grain-free kibble and pouch formats. It started in 2013 as a natural pet shampoo line by Steven Devereaux-Stanford before expanding into kibble and being acquired by Real Pet Food Company in 2017.
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No Hypro Premium products are eligible for side-by-side comparison. Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
No Ivory Coat products are eligible for side-by-side comparison. Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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.
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