Background: ownership, sourcing and positioning
Pure Life and Wellness CORE offer two different approaches to the Australian cat food market. Pure Life is a brand of Hypro Pet Foods, a family-owned Australian manufacturer in the Hawkesbury Valley run by the Camilleri family for more than 25 years, alongside its Be Frank and Hypro Premium brands. Wellness CORE 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. The ownership transitions at both brands reflect a broader pattern of pet food consolidation in the 2020s.
Pure Life uses locally and sustainably sourced Australian ingredients with single-protein, grain-free recipes and a transparency claim on ingredient origin. It markets itself as Australia's first complete meal to combine high-protein grain-free kibble with freeze-dried 100 percent real meat pieces of the same protein in the bag.
Wellness CORE makes its dry kibble in the United States while the wet cans and pouches are made in Thailand.
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