Background: ownership, sourcing and positioning
Proudi and Purina Pro Plan sit at opposite ends of the ownership spectrum in the Australian cat food market. Proudi is an independent Queensland prey-model raw brand making both frozen patties and air-dried products from Australian human-grade meat. 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. Shoppers choosing between the two are effectively picking between corporate scale and founder-led focus.
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.
Purina Pro Plan 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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