Background: ownership, sourcing and positioning
Purina Pro Plan and Taste of the Wild sit at opposite ends of the ownership spectrum in the Australian cat food market. Purina Pro Plan launched in 1986 as the first dry pet food to use fresh meat as the number-one ingredient, positioned from day one for pet specialty and veterinary channels. Taste of the Wild launched in 2007 as the 'ancestral diet' flagship of Diamond Pet Foods, a family-owned Missouri manufacturer founded in 1970 and still privately held. Both brands lean on their heritage as a marker of trust with owners.
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. It launched LiveClear in 2020, the first cat food using an egg-derived anti-Fel d 1 protein to reduce environmental cat allergens.
Taste of the Wild leans on novel proteins including bison, venison, wild boar, smoked salmon and roasted quail, paired with sweet potatoes, peas and legumes rather than grains.
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