Background: ownership, sourcing and positioning
Ivory Coat and Pure Life offer two different approaches to the Australian cat food market. Ivory Coat is now controlled by a Chinese-Singaporean consortium led by Hosen Capital alongside Temasek and New Hope Group. Pure Life 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 Hypro Premium brands. The ownership transitions at both brands reflect a broader pattern of pet food consolidation in the 2020s.
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.
Pure Life uses locally and sustainably sourced Australian ingredients with single-protein, grain-free recipes and a transparency claim on ingredient origin. It markets itself as Australia's first complete meal to combine high-protein grain-free kibble with freeze-dried 100 percent real meat pieces of the same protein in the bag.
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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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
No Pure Life 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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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