Background: ownership, sourcing and positioning
Ivory Coat and Proudi offer two different approaches to the Australian cat food market. Ivory Coat is marketed on 100 percent Australian meat as the primary ingredient across grain-free kibble and pouch formats. Proudi uses around 97% meat, organs and ground bone with a small premix that avoids menadione, and no grains, legumes or starches across both formats. The two brands differ in several ways beyond the one point highlighted here.
Ivory Coat 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.
Proudi is made on the Sunshine Coast, QLD, as prey-model raw frozen patties and shelf-stable air-dried products, across four frozen and three air-dried cat recipes. It is an independent Queensland prey-model raw brand making both frozen patties and air-dried products from Australian human-grade meat.
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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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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