Brand entity
Addiction
Addiction is a New Zealand pet food brand differentiated by novel proteins, historically including brushtail possum recipes for pets sensitive to common meats.
Overview
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Addiction's strategy centers on uncommon animal proteins, giving cats and dogs with food sensitivities alternatives beyond chicken and fish.
The cat range spans dry food and wet diets with proteins such as possum, venison and various fish; the brushtail possum recipes also tie into New Zealand pest-control efforts, and the brand sells across multiple international markets.