Pet food brand ORIJEN has strengthened its presence in Australia with the establishment of a dedicated local team and direct distribution network.
Champion Petfoods, the company behind ORIJEN, has launched operations in Australia, including sales staff, warehousing, and logistics. The move aims to make the brand more accessible across the country.
“This is a pivotal time for the ORIJEN brand in Australia,” said Darren Dempsey, APAC Business Development Director. “With the strength of Mars behind us and our new local capabilities, we’re focused on unlocking long-term growth, bringing world-class pet nutrition to more households, and being unmissable when and where Aussie pet lovers shop.”
ORIJEN’s pet food formulas are made with up to 95% animal ingredients*, using WholePrey components such as meat, organs, and bone. The first five ingredients are fresh or raw**, aligning with the brand’s philosophy of providing nutrition based on what animals would eat in the wild.
The brand is expanding its footprint through independent pet stores and major online retailers including Pet Circle and Budget, where it is gaining customer interest.
To support growth, Champion Petfoods has introduced trial offers for new customers and a business-to-business Shopify portal for retailers, available via the Australian ORIJEN website.
The company also plans to introduce its ACANA™ brand in Australia by the end of 2025, adding more options for pet owners seeking high-protein, premium pet food.
*Approximate and derived from the unprocessed state of the ingredients.
**Fresh ingredients are refrigerated; raw ingredients are frozen at peak freshness.
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