Black Hawk
Black Hawk is a privately held Australian premium pet food brand owned by Masterpet, producing dry and wet dog and cat food with proprietary manufacturing in Parkes, NSW. It sells through retail, veterinary, e-commerce, and international distributor channels across Australia, New Zealand, and select export markets.
- Company typePrivate
- Founded2007
- HeadquartersNarellan, Australia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Black Hawk does
Black Hawk is a premium Australian pet food brand founded in 2007 that manufactures and distributes dry and wet food for dogs and cats. It is wholly owned by Masterpet Australia Pty Ltd, with the Masterpet group operating across Australia and New Zealand through Masterpet Australia Pty Ltd and Masterpet Corporation Limited. The product portfolio spans the Original core range, Healthy Benefits functional line (covering Sensitive Skin & Gut, Weight Management, Dental, and Joints & Muscles), and Grain Free formulations, segmented across life stages (puppy, adult, mature 7+) and breed sizes. The company operates a state-of-the-art Pet Care Kitchen manufacturing facility in Parkes, NSW, positioned within Australia's food bowl, which uses proprietary gentle mixing, slow roasting, and coating technologies designed to preserve nutrients and enhance palatability.
The business model is B2C packaged goods: products are sold at unit pricing across multiple bag/can sizes through retail pet stores, veterinary clinics, an owned e-commerce storefront, and an international distributor network for markets outside ANZ. Marketing is content-driven, leveraging veterinarian-authored articles, a daily feeding calculator, breed weight guides, and customer testimonials. Ingredients are sourced from local Australian farmers and growers in proximity to the Parkes facility. Trademarks include "Every Ingredient Matters" and "Pet Care Kitchen," and the brand emphasizes no wheat, corn, soy, or artificial preservatives, colours, or flavours.
The company is privately held under Masterpet, with no public funding rounds, no disclosed revenue, and no M&A activity in the available data. Headcount is 11–50 employees, consistent with a brand-led specialty pet food organization. The company's strategic posture is that of an established premium regional brand expanding product breadth and selectively extending geographic reach through distributors rather than through acquisitions or capital raises.
Black Hawk firmographics
Firmographics- Name
- Black Hawk
- Legal name
- Masterpet Australia Pty Ltd
- Website
- https://blackhawkpetcare.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Black Hawk is a privately held Australian premium pet food brand owned by Masterpet, producing dry and wet dog and cat food with proprietary manufacturing in Parkes, NSW. It sells through retail, veterinary, e-commerce, and international distributor channels across Australia, New Zealand, and select export markets.
- Ownership category
- akta.pro rank
Where Black Hawk is headquartered
LocationHeadquarters
- HQ city
- Narellan
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Black Hawk business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Pet Food Product Sales: Black Hawk generates revenue through the sale of premium dry and wet dog and cat food products. Products are sold in various sizes (2kg, 3kg, 4kg, 8kg, 10kg, 12kg) through retail and distributor channels across Australia and New Zealand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Original Puppy Food Small Breed Lamb & Rice - 3kg and 10kg sizes available |
| Unit Pricing | Pay-as-you-go | Healthy Benefits Adult Cat Food Indoor Chicken - 2kg, 4kg, 8kg sizes |
| Unit Pricing | Pay-as-you-go | Healthy Benefits Sensitive Skin & Gut Dog Food - 2kg, 12kg sizes |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Black Hawk product offering
Product offeringCore offering
Black Hawk produces and sells premium dry and wet dog and cat food products across Original, Healthy Benefits, and Grain Free ranges, with breed- and life-stage-specific formulations (puppy, adult, mature) and targeted health recipes (sensitive skin and gut, weight management, dental, joints and muscles, indoor cat). All dry food is manufactured at the company's Pet Care Kitchen facility in Parkes, NSW, and sold direct to consumers through pet retail stores, veterinary clinics, an own e-commerce site, and a network of international distributors.
Product overview
Black Hawk is an Australian pet food company owned by Masterpet, offering premium dog and cat food products across multiple lines. The product portfolio includes Original (core everyday nutrition), Healthy Benefits (targeted health solutions for specific needs), and Grain Free ranges. Dog products span Puppy (formulated for small, medium, and large breeds), Adult Dog, and Mature Dog (7+ years) categories. Cat products include Kitten, Adult Cat (with Original, Healthy Benefits dry and wet options), and specialty formulas for indoor cats and specific health needs. The company also offers dog treats and a feeding calculator tool. All products are manufactured in Australia at their Pet Care Kitchen facility in Parkes, NSW.
Differentiator
Problem solved
Functional benefit
Brands
- Healthy Benefits: A range of dog food products targeting specific health concerns including Sensitive Skin & Gut, Weight Management, Dental, and Joints & Muscles.
- Original
Products and services
- Original Puppy Food Lamb & Rice (Small Breed)
Quantifiable outcome
- 34% protein in indoor cat food formula
- +2 more outcomes
Companies that use Black Hawk
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
Black Hawk technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Black Hawk partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Australian Farmers and GrowerscoreBlack Hawk sources ingredients from local Australian farmers, growers and suppliers in the Parkes region (Australia's food bowl), enabling high-quality ingredients with reduced food miles. The proximity to agricultural suppliers supports the company's natural, local sourcing strategy.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Black Hawk competitors and assessment
Company assessmentBroad incumbents
- Purina Pro Plan: Pro Plan (Nestlé Purina) is a mass-to-super-premium dog and cat food brand with targeted health lines sold via vet and pet retail in AU/NZ. As a global incumbent, it competes with Black Hawk on functional nutrition SKUs but at significantly greater scale and marketing reach.
- Eukanuba: Eukanuba is a Mars-owned premium performance and life-stage pet food brand with established veterinary and breeder distribution. It is comparable to Black Hawk on premium positioning and life-stage targeting, and competes for vet and specialist-retail shelf space in AU/NZ.
Direct peers
- Wellness Pet Company: Wellness is a North American premium natural pet food brand with health-targeted dry and wet lines. It competes with Black Hawk on natural ingredient positioning, health-functional SKUs, and grain-free offerings, and is increasingly distributed through Australian specialty channels.
- Taste of the Wild: Taste of the Wild is a US-originated premium pet food brand (Diamond Pet Foods) distributed internationally, including Australia. It competes with Black Hawk in the grain-free / real-meat premium segment and is often co-listed in the same pet specialty retailers.
- Royal Canin: Royal Canin is a global premium pet food brand focused on breed- and life-stage-specific nutrition for dogs and cats, including targeted health formulas. It is the closest functional comparable to Black Hawk's life-stage, breed-size, and health-benefit segmentation model and the 'Healthy Benefits' sub-brand.
- Hill's Pet Nutrition: Hill's (Science Diet, Prescription Diet) sells science-led, vet-recommended premium dog and cat food with health-targeted formulas (sensitive skin, weight, mobility). It mirrors Black Hawk's vet-channel distribution, nutritionist-developed positioning, and functional health SKU structure.
- Advance (Mars Petcare AU): Advance is a leading Australian-made premium dog and cat food brand marketed under Mars Petcare. It competes head-to-head with Black Hawk in Australian pet retail and vet channels on similar life-stage and breed-specific positioning.
- Orijen: Orijen is a globally distributed premium, protein-forward dog and cat food brand marketed under Champion Petfoods. It overlaps with Black Hawk on premium positioning, real-meat ingredient emphasis, and health-functional sub-lines, and competes for premium shelf share internationally.
- Acana: Acana, also from Champion Petfoods, is a premium pet food brand with region-specific recipes. It is comparable to Black Hawk on premium positioning, ingredient-led marketing, and multi-geography distribution through specialty and independent pet retailers.
Emerging players
- NutriSource (KLN Family Brands): NutriSource is a US premium pet food brand with a focus on gut health and functional nutrition (Goodness, Grain-Free lines). As an emerging player with similar ingredient-led, health-functional positioning, it is increasingly comparable to Black Hawk's Healthy Benefits approach in international markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Black Hawk social profiles
Digital presenceBlack Hawk financial estimates
Financial estimateRevenue estimate
Valuation estimate
Black Hawk leadership team
Management profileNumber of profiles
Black Hawk funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Black Hawk M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Black Hawk
What does Black Hawk do?
Black Hawk produces and sells premium dry and wet dog and cat food products across Original, Healthy Benefits, and Grain Free ranges, with breed- and life-stage-specific formulations (puppy, adult, mature) and targeted health recipes (sensitive skin and gut, weight management, dental, joints and muscles, indoor cat). All dry food is manufactured at the company's Pet Care Kitchen facility in Parkes, NSW, and sold direct to consumers through pet retail stores, veterinary clinics, an own e-commerce site, and a network of international distributors.
Is Black Hawk a public or private company?
Black Hawk is a private company. It is classified as corporate owned and is currently operating.
When was Black Hawk founded?
Black Hawk was founded in 2007. It employs 11 to 50 people.
Where is Black Hawk based?
Black Hawk is headquartered in Narellan, Australia, in the Oceania region.
How does Black Hawk make money?
One revenue line is on record: pet Food Product Sales.
Who are Black Hawk's main competitors?
Broad incumbents on record are Purina Pro Plan and Eukanuba. Direct peers are Wellness Pet Company, Taste of the Wild, Royal Canin, Hill's Pet Nutrition, Advance (Mars Petcare AU), Orijen and Acana. NutriSource (KLN Family Brands) is listed as an emerging player.
Does Black Hawk have an API?
No public API is recorded for Black Hawk.