Pure Life Natural Boost a winning, complete health Aussie pet food

Pure Life Natural Boost New Product Innovation at the 2023 Australian Brand Awards
We’re all wagging tails and purring smiles here at Paw Pantry! Our 100% Australian owned and crafted pet food range, Pure Life Natural Boost has been recognised as an ABA100 Winner for New Product Innovation in The Australian Brand Awards 2023.


We’re pretty chuffed for our extended family at Pure Life who have been recognised as leaders across multiple categories for delivering a new and innovative pet food for cats and dogs. The Pure Life point of difference was to craft Australia’s first complete and balanced pet food made from 100% real meat and vegetables that are then freeze-dried to lock in flavour enhancing palatability. It’s also enriched with superfoods and free from unhealthy additives, so Aussie pet owners can be sure they’re feeding a wholesome, nutritious meal.


In the words of ABA100, Pure Life identified the needs of consumers who are after complete health and premium options for their beloved pet friends. Pure Life Pet Nutrition crafts its Natural Boost Range of pet food, which is Australia’s first complete and balanced meal with a mix of freeze-dried 100% real meat and high protein kibbles to do the same for dogs and cats with the essential all-around nutrition that contributes to every aspect of their health and well-being. The unique offer provides the pets with all the essential nutrients that will nourish their growth and guard their complete health, filling a gap in the market that previously existed between premium/low-affordability and affordable/insufficient-quality offerings.


In everything we do at Pure Life and Hypro Group we take pride in ​​the fact that our pet food range is crafted from ingredients proudly sourced from local Aussie farmers and growers then produced locally for minimal environmental impact. With a meticulous attention to detail - from farm to bowl - we ensure quality at every step so you can be confident you’re feeding your pet a wholesome, nutritious meal.


Hypro Group CFO and long standing team member, Jacob Muscat comments on the award “This achievement is a genuine testament to the spirit of innovation, our unwavering commitment to quality, and our relentless pursuit of excellence as a team.” 


The recognition and celebration of this award reinforces our Paw Pantry purpose to elevate the standard of  for our pet family and cultivate a future where no pet goes without the nutrition, love and attention they deserve. 


Shop the range of Pure Life cat and dog kibble and treats on Paw Pantry today and give your pet the nutrition they deserve, naturally!