Background: ownership, sourcing and positioning
Ivory Coat and Purina Pro Plan offer two different approaches to the Australian cat food market. 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. Purina Pro Plan launched in 1986 as the first dry pet food to use fresh meat as the number-one ingredient, positioned from day one for pet specialty and veterinary channels. Both brands lean on their heritage as a marker of trust with owners.
Ivory Coat is marketed on 100 percent Australian meat as the primary ingredient across grain-free kibble and pouch formats.
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. It 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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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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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