Background: ownership, sourcing and positioning
Proudi and Wellness CORE offer two different approaches to the Australian cat food market. 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. Wellness CORE is built on a grain-free, animal-protein-first philosophy spanning kibble, 79g cans and 50g pouches. The two brands differ in several ways beyond the one point highlighted here.
Proudi is made on the Sunshine Coast, QLD, as prey-model raw frozen patties and shelf-stable air-dried products, across four frozen and three air-dried cat recipes. It is an independent Queensland prey-model raw brand making both frozen patties and air-dried products from Australian human-grade meat.
Wellness CORE makes its dry kibble in the United States while the wet cans and pouches are made in Thailand. It is owned by the private equity firm Clearlake Capital, which acquired it from Berwind Corporation in 2020, and markets itself as the largest independent North American pet food maker.
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