Background: ownership, sourcing and positioning
Ivory Coat and Trilogy 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. Trilogy sits under Real Pet Food Company alongside Ivory Coat; the group is majority-owned by a Chinese-Singaporean consortium including Hosen Capital, Temasek and New Hope Group. 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.
Trilogy uses deliberately regional proteins including Northern Territory barramundi, outback kangaroo and Australian salmon alongside New Zealand lamb. It is built on a three-pillar philosophy of protein, grasses and water, translated into grain-free kibble with freeze-dried meat inclusions and wet food in bone broth.
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