Background: ownership, sourcing and positioning
Ivory Coat and Vetalogica 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. Vetalogica splits its range into grain-free Naturals and Biologically Appropriate dry foods and a grain-inclusive VitaRapid Science line that adds barley and brown rice. 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.
Vetalogica makes every cat recipe in small batches in its own Sydney, New South Wales kitchens under the Australian Standard for pet food manufacturing (AS 5812) rather than outsourcing production. It offers Australian novel-protein recipes including kangaroo and goat, with a multi-protein Riverland Red recipe combining kangaroo, lamb, goat, pork and salmon.
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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 Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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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