Overall Score: 7.8/10 — Reviewed by Hazel, BVSc | April 2026 | No brand relationship
Brand Overview — Ivory Coat Cat
- Founded: Australian-owned brand with a focus on natural, premium grain-free nutrition
- Parent Company: Independently Australian-owned (no large multinational parent)
- WSAVA Compliance: No — Ivory Coat does not meet WSAVA guidelines and has not published independent feeding trial data
- Veterinary Endorsement: Not formally vet-endorsed; positioned as a premium natural choice for owner-driven feeding decisions
- Manufacturing: Made in Australia with Australian and sustainably sourced ingredients
- Price Range: $28 – $48 per 2 – 3 kg (AUD)
Introduction
Ivory Coat has carved out a well-deserved niche in the Australian premium cat food market by committing to a grain-free, natural ingredient philosophy without the import price premium of brands like Orijen or Ziwi Peak. Made in Australia, the brand sources proteins including the genuinely distinctive inclusion of kangaroo — a lean, sustainable, and hypoallergenic novel protein native to Australia that few other cat food brands anywhere in the world can offer with the same authenticity and supply chain credibility.
The brand’s grain-free stance (no wheat, corn, or soy across the range) reflects a feeding philosophy aligned with the obligate carnivore nature of cats. While the scientific debate around grain-free cat food is more nuanced than grain-free marketing often acknowledges, the reality is that Ivory Coat replaces grain carbohydrates with higher meat inclusion rather than simply substituting cheap starches — a meaningful distinction from grain-free brands that swap grain for potato or pea protein in roughly equal proportions.
At $28 – $48 per bag, Ivory Coat sits comfortably in the premium-but-not-ultra-premium tier, making it accessible to Australian owners who want a step up from mid-range brands like Advance or Black Hawk without committing to the $55–$85 spend of Orijen. It is widely available through Pet Circle and PetBarn, and its growing popularity has made it a common recommendation in Australian cat owner communities online.
Product Ranges
Adult Grain Free Dry
The flagship adult dry range spans five distinct recipes: Ocean Fish (highly palatable, omega-3 rich), Chicken & Kangaroo (the brand’s signature blend combining a mainstream protein with novel Australian kangaroo), Lamb & Brown Rice (the one recipe in the range that includes a grain component, positioned for cats that tolerate grains well), Salmon & Herring (dual fish formula with elevated omega-3 for coat health), and Duck & Turkey (a novel protein option for cats with suspected chicken sensitivity). Each recipe uses a named meat as the first ingredient and is enriched with fish oil for omega-3 support. Available at Pet Circle and PetBarn; priced $28 – $42 per 2 – 3 kg.
Kitten
The Ivory Coat Kitten formula delivers the elevated protein, DHA, and calcium levels required for healthy development from weaning to 12 months. Consistent with the brand’s adult philosophy, the kitten range is grain-free and uses Australian chicken as the primary protein. It represents a strong option for Australian owners wanting to start kittens on a natural, high-meat diet without the budget stretch of imported ultra-premium alternatives. Priced around $28 – $35 per 2 kg bag, available at Pet Circle and PetBarn.
Outdoor & Active
Designed for cats with higher energy expenditure — outdoor cats, multi-cat households with active play, or naturally high-energy breeds — the Outdoor & Active formula delivers elevated caloric density and protein levels to meet increased metabolic demands. For Australian cats that spend time outside navigating real terrain (and real prey), this formula provides a nutritional profile more aligned with their actual energy output than standard adult maintenance formulas. Available through Pet Circle and PetBarn.
Indoor
The Indoor variant is calibrated for the lower activity levels typical of apartment and indoor-only cats, with adjusted caloric density to prevent weight gain and added dietary fibre to support hairball management. Indoor cats in Australian cities — particularly in Sydney, Melbourne, and Brisbane high-density living situations — are well served by this formula’s energy balance. Available at Pet Circle and PetBarn.
Sensitive
The Sensitive formula uses a restricted ingredient profile and a novel protein base to minimise allergen exposure for cats with food sensitivities or suspected intolerances. Given Ivory Coat’s baseline grain-free approach, the Sensitive recipe takes a further step in limiting ingredient complexity. This is a practical option for Australian owners managing cats with recurring digestive upset, itchy skin, or suspected food allergy without committing to a full prescription elimination diet.
Wet Food
Ivory Coat’s wet food range extends the brand’s natural protein philosophy into pouch and tray formats, with options including ocean fish, chicken, and kangaroo-based varieties. The wet range is a useful complement to the dry for owners managing cats with low thirst drive or urinary health concerns, where increased dietary moisture is beneficial. Available at Pet Circle and PetBarn; priced at approximately $2.80 – $3.80 per pouch.
What Sets Ivory Coat Cat Apart
The most genuinely distinctive element of Ivory Coat’s range is kangaroo as a cat food protein. Kangaroo is an obligate wild-harvested Australian protein — animals are not farmed, which means there are no feedlot welfare concerns and the carbon footprint is significantly lower than beef or lamb. For cats with food sensitivities, kangaroo is a true novel protein that most cats have never been exposed to, making it an excellent first-choice ingredient for elimination-style dietary trials without needing to reach for exotic imports like rabbit or venison.
The brand’s omega-3 enrichment via fish oil across the range is consistently applied and measurable in coat condition over 8 – 12 weeks of feeding. Australian cat owners frequently report visible improvement in coat gloss and reduced shedding after transitioning to Ivory Coat, a real-world signal that the omega-3 inclusion is meaningful rather than cosmetic on the ingredient list.
Ivory Coat Cat vs Competitors
Ivory Coat vs Black Hawk: Both are Australian-made and grain-free focused. Ivory Coat edges ahead with the kangaroo protein differentiation and slightly higher meat inclusion across the range. Black Hawk is marginally more affordable and has broader retail distribution including some independent pet stores.
Ivory Coat vs Advance: Advance has stronger vet clinic credibility and a broader therapeutic diet range. Ivory Coat wins on grain-free formulation, meat inclusion transparency, and unique protein options like kangaroo. The two serve different buyer priorities — clinical credibility (Advance) vs natural premium ingredients (Ivory Coat).
Ivory Coat vs Applaws: Applaws is a UK-origin brand with a high meat inclusion philosophy sold in Australia through Pet Circle and PetBarn. Both brands target the natural premium segment; Ivory Coat has the advantage of Australian sourcing and kangaroo, while Applaws has a longer international track record and broader wet food range.
Ivory Coat vs Orijen: Orijen is the ultra-premium benchmark, with 85 – 90% animal ingredient inclusion and WholePrey philosophy. Ivory Coat sits meaningfully below Orijen on ingredient density and price — for owners who want a premium natural food but can’t justify $55–$85 per bag, Ivory Coat is the closest credible Australian-made alternative.
Overall Pros & Cons
- Australian-made with genuine kangaroo as a novel, sustainable, and hypoallergenic protein option unique in the market
- Grain-free across most of the range (no wheat, corn, or soy) with higher meat inclusion rather than cheap starch substitution
- Consistent omega-3 fish oil enrichment produces measurable coat condition improvements reported widely by Australian cat owners
- Independently Australian-owned — no multinational parent company, with purchasing decisions directly supporting a local business
- Good protein variety across the adult range (fish, chicken, kangaroo, lamb, duck, turkey) covering sensitivity management needs
- Premium natural positioning at $28 – $48 is meaningfully more affordable than imported ultra-premium brands of similar philosophy
- No WSAVA compliance — no published feeding trial data, which is a meaningful gap for owners who prioritise clinical nutritional rigour
- No veterinary clinic distribution — not stocked or formally recommended through Australian vet practices
- No therapeutic diet sub-range for cats with diagnosed clinical conditions such as kidney disease or hyperthyroidism
- Exact meat inclusion percentages are not published, making direct protein density comparison with competitors difficult
- The Lamb & Brown Rice variant breaks the grain-free brand promise, which can cause confusion for owners seeking fully grain-free feeding
Our Verdict — 7.8/10
Ivory Coat Cat is one of the strongest Australian-made options in the premium natural segment, earning its score through genuine ingredient quality, the unique kangaroo protein offering, and a grain-free philosophy that prioritises meat inclusion over cheap carbohydrate substitution. It is the go-to recommendation for Australian cat owners who want a step up from mid-range brands like Advance without stretching to imported ultra-premium prices. The absence of WSAVA compliance and vet clinic endorsement are real limitations worth acknowledging, particularly for cats with diagnosed health conditions — but for healthy cats in the hands of engaged, research-oriented owners, Ivory Coat delivers excellent value for its price bracket.
Frequently Asked Questions
Is Ivory Coat cat food really made in Australia?
Yes. Ivory Coat is an Australian-owned brand and its cat food is manufactured in Australia using locally sourced and sustainably obtained ingredients. The use of Australian kangaroo — a wild-harvested native protein — is a particularly authentic expression of Australian provenance that no imported brand can replicate with the same supply chain integrity. You can find it at Pet Circle and PetBarn across Australia.
Is kangaroo a good protein for cats?
Kangaroo is an excellent protein source for cats. It is extremely lean (lower in fat than chicken or beef), high in quality protein, and rich in iron and zinc. Most importantly for cats with food sensitivities, kangaroo is a true novel protein — the vast majority of cats have never been exposed to it, making it ideal for dietary elimination trials to identify food intolerances. It is also one of the most sustainable red meat proteins available in Australia, with wild harvesting carrying a far lower environmental footprint than farmed livestock.
Is grain-free cat food better for cats?
The answer depends on the specific formulation. Cats are obligate carnivores and have limited ability to utilise carbohydrates, so a diet that replaces grain with higher meat inclusion — as Ivory Coat does — is nutritionally sensible. However, grain-free is not automatically superior if the grain is simply replaced by potato starch or pea protein in similar quantities. The key is whether meat inclusion genuinely increases when grain is removed. Ivory Coat’s approach leans in the right direction, but always assess protein and fat percentages on the guaranteed analysis panel rather than relying on “grain-free” as a proxy for quality.
Where can I buy Ivory Coat cat food in Australia?
Ivory Coat is widely available through Pet Circle (including auto-ship subscription discounts) and PetBarn both online and in-store. It is not currently stocked in Woolworths or Coles supermarkets, nor is it distributed through vet clinics. Pet Circle typically offers the most competitive pricing and the convenience of home delivery across Australia.
Can I feed Ivory Coat to a cat with food allergies?
Ivory Coat is a reasonable choice for cats with suspected food sensitivities, particularly the Chicken & Kangaroo or Duck & Turkey variants if your cat has shown reactions to common proteins. The Sensitive formula is specifically designed with a restricted ingredient profile to minimise allergen exposure. However, if your cat has a formally diagnosed food allergy or is undergoing a veterinary-supervised elimination diet, you should use a prescription hydrolysed protein diet recommended by your vet rather than an over-the-counter novel protein food, as cross-contamination risks in shared manufacturing environments cannot be fully excluded.