Background: ownership, sourcing and positioning
Purina Pro Plan and Trilogy offer two different approaches to the Australian cat food market. 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. Trilogy uses deliberately regional proteins including Northern Territory barramundi, outback kangaroo and Australian salmon alongside New Zealand lamb. The two brands take different paths to the same shelf, and those differences become clear once you look past the price tag.
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.
Trilogy is built on a three-pillar philosophy of protein, grasses and water, translated into grain-free kibble with freeze-dried meat inclusions and wet food in bone broth.
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