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Scratch

Scratch

AI visibility and ranking for Pet: Australia

Scratch is a Melbourne-founded dog food company, launched in 2018 out of Collingwood, that sells kibble and raw/frozen food direct to consumer, cutting out traditional retail markups by shipping subscriptions straight to customers' doors.

Scratch
appears in
10.4
% of measured AI answers in this industry and market.

Found score

Track Scratch’s AI visibility weekly →

AI visibility scores and ranking

Data through

November 1, 2026

Updated

November 1, 2026

Latest scan visibility

10.9

November 1, 2026

Overall visibility

10.4

25 October – 1 November 2026 (scan 2 of 4)

Industry rank

6

Within this industry and market

Published scan history

Across 14 recorded scans from 16 August 2026 to 1 November 2026, Scratch's single-scan score moved from 8.2% to 10.9%, up 2.7 percentage points. Latest recorded scan 10.9% on 1 November 2026; combined-window score 10.4%.

View recorded scan history
Individual recorded scans. Each row is one scan on one date. The published combined-window score is 10.4% over 25 October – 1 November 2026, measured across every answer in that window — a different sample from any single row below.
Scan dateSingle-scan score
16 August 20268.2%
19 August 202611.8%
22 August 202611.8%
25 August 202612.9%
30 August 202612.2%
6 September 202612.2%
13 September 202611.6%
20 September 202611.3%
27 September 202611.8%
4 October 202611.1%
11 October 202610.2%
18 October 202610.0%
25 October 202610.0%
1 November 202610.9%

Latest scan = one scan. Overall visibility = all answers in the published window.

Visibility across AI platforms

Share of answers naming this brand

Chat GPT logo

ChatGPT

10.0%

Perplexity Logo

Perplexity

10.0%

Google logo with a multicolored capital G in blue, red, yellow, and green.

AI Overviews

11.3%

25 October – 1 November 2026 (scan 2 of 4)

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Google AI Overviews names Scratch most often.

It appears in 11.3% of collected Google AI Overviews answers and 10.0% of Perplexity answers: a difference of 1.3 percentage points within the published window. This describes where mentions occur; it does not establish why the platforms differ.

Named across 37 of 150 questions.

Scratch appears in at least one collected answer to 24.7% of the tracked questions. That is question coverage; the 10.4% visibility score measures its share of individual answers.

Across 14 published scans, visibility ranged from 8.2% to 12.9%. The latest scan was 10.9% on 1 November 2026. Individual scan scores and the published-window score describe different samples.

How this brand compares.

View the full industry list

Industry list

In the same market.

Compare brands using the same question set and published window.

25 October – 1 November 2026 (scan 2 of 4)

Named in the sample

Prompts that surface this brand

The brand is named in at least one collected answer to each of these questions.

  • Best Australian dog food brands
  • Best Australian owned dog food brand
  • Best Australian owned pet brands
  • Best Australian pet brand that ships internationally
  • Best Australian pet brands
  • Best Australian pet food vs imported pet food

Examples from the published question set. A mention on one platform does not mean every platform names the brand.

Other brands in these answers

Prompts that surface other brands

Different shopping needs can bring other brands into view. An absence here does not necessarily signal a problem.

  • Best Australian owned pet brands (SavourLife, Ivory Coat, Black Hawk)
  • Best Australian pet brands (Black Hawk, Ivory Coat, Lyka)
  • Which Australian pet brands are actually good (Black Hawk, Prime100, Meals for Mutts)
  • Best Australian made pet products (Black Hawk, Ivory Coat, SavourLife)
  • Best award winning Australian pet brands (Outback Tails, Black Hawk, Rufus & Coco)
  • Which Australian pet brands are sold overseas (Black Hawk, Aussie Dog Products, Rufus & Coco)

Competitor names are shown where they appear in the collected examples.

Recorded AI questions and answers

Recorded examples from the scan. Each card pairs a shopper’s prompt with an excerpt from the AI response.

Google AI Overviews

The question asked

Best Australian dog food brands

From the recorded answer

Scratch: Known for tailored kibble like *[Scratch Pasture Lamb, Brown Rice & Oats]( …
Read recorded answer

Recorded answer text · Google AI Overviews · 1 November 2026

The best dog food in Australia depends on your dog's health needs, life stage, and budget, with top options split between scientific vet-backed diets, Australian-made natural brands, and fresh-delivered meals.

You can read independent reviews and product breakdowns on Pet Food Reviews Australia.

### Top Vet-Recommended & Scientific Brands

- Royal Canin & Hill's Science Diet: Frequently recommended by Australian veterinarians for target health conditions, breed-specific sizing, and life stages with extensive batch testing. - Purina Pro Plan: Trusted for complete wellness formulas and targeted nutritional ratios. - ADVANCE: A popular locally formulated option backed by veterinary science.

### Top Australian-Made & Natural Brands

- Black Hawk & Ivory Coat: Widely available everyday premium choices featuring quality meat sources and balanced grains or grain-free alternatives. - SavourLife: A family-owned Australian brand offering natural, holistic formulas (such as SavourLife Grain Free Chicken ) while donating a portion of profits to pet rescue organisations. - Scratch: Known for tailored kibble like Scratch Pasture Lamb, Brown Rice & Oats, focusing on gut health and prebiotic support. - Prime100: Favoured for functional, sensitive-stomach, and roll or dry diets free from artificial fillers. - Big Dog Pet Food: A leading name for raw and BARF-style frozen or patty diets.

### Freshly Prepared & Air-Dried Options

- Lyka: A popular fresh-cooked, human-grade subscription dog food delivered straight to your door. - ZIWI Peak & Frontier Pets: Prime choices for air-dried or freeze-dried raw nutrition offering high meat content with convenience.

To help narrow down the best choice, tell me:

- What breed, age, and weight is your dog? - Do they have any allergies, sensitive stomachs, or health conditions? - Are you looking for dry kibble, wet food, raw, or fresh-delivered meals?

ChatGPT

The question asked

Best dog food Australia

From the recorded answer

!Pasture-Raised Lamb & Ancient Grains Kibble | Scratch Pet Food …
Read recorded answer

Recorded answer text · ChatGPT · 1 November 2026

Based on the latest Australian dog food reviews for November 2026, there are several excellent options depending on whether you prioritise nutrition, ingredient quality, affordability or convenience.

My shortlist would be\:

## Best dog food brands in Australia

!Healthy dog food designed for Shih Tzus

1\. Lyka

(Best fresh food)

Gently cooked fresh meals, tailored portions and transparent ingredients. Excellent premium option.

Approx. \$2.68-\$2.98/day for a 15kg dog.

---

!Pasture-Raised Lamb & Ancient Grains Kibble | Scratch Pet Food

2\. Scratch

(Best dry food contender)

Strong ingredient transparency, with exact ingredient percentages published.

---

!Black Hawk Original Lamb & Rice Adult Dry Dog Food | Petstock.com.au

3\. Black Hawk

(Best everyday kibble)

Good balance of price, availability and nutrition. A popular Australian-made option.

---

!Prime100 Dog Food Roll SPD Lamb & Rosemary - 2kg

4\. Prime100

(Best for dietary needs)

Specialised protein recipes and options for dogs with certain food sensitivities.

---

!Hejdå Gaston

5\. Royal Canin

(Best targeted nutrition)

Extensive breed, age and size-specific formulations.

---

!Hill's Science Diet Adult Dog 3kg - Robbos pet barn

6\. Hill's Science Diet Good science-led nutrition, with a range of life-stage and specific dietary formulations.

These picks draw on Australian reviews and veterinary nutrition guidance. Lyka leads one independent 2026 ranking, while Black Hawk is a strong everyday kibble option. dogfoodreviews.com.auwww.petcircle.com.auvetslovepets.com.au

## What I would look for

- Complete and balanced nutrition for your dog's life stage. - Compliance with Australian Standard AS 5812. - Good digestibility and appropriate protein levels. - A diet that maintains healthy weight, skin, coat and stools. - Avoid choosing grain-free unless there's a specific reason.

The Australian Veterinary Association highlights the importance of appropriate nutrition and pet food safety standards. www.ava.com.au

## Let me narrow it down to the best food for your dog

The best food can vary enormously depending on your dog's age, breed and size.

1\. How old is your dog?

Puppy (under 12 months)

Adult (1-7 years)

Senior (7+ years)

---

2\. What breed?

[Input placeholder: e\.g\. Labrador, Cavoodle, Staffy] (Current value unavailable.)

3\. Approximately how much does your dog weigh?

[Input placeholder: e\.g\. 15kg] (Current value unavailable.)

---

4\. What's most important?

Best possible nutrition

Best quality for the money

Healthy skin, coat and digestion

Sensitive stomach or allergies

---

5\. Preferred food type?

Dry food

Fresh food

Wet food

Combination of dry and fresh

Whatever is healthiest

[Find the best food for my dog]

I'll use those details to narrow it down to my top three recommendations, rather than simply recommending the most expensive food.

Perplexity

The question asked

Best new Australian pet brands

From the recorded answer

Scratch - Australian-made, B Corp-certified pet-food subscription offering balanced meals with proteins such as lamb, turkey, beef and kangaroo.
Read recorded answer

Recorded answer text · Perplexity · 1 November 2026

Here are some of the best newer or rising Australian pet brands to check out in 2026:

- Wellaroo - Australian-owned dog wellness brand focused on native superfoods, botanicals and functional supplements for areas such as digestion and mobility. - Eureka Pet Co - Byron Bay hinterland startup offering high-protein dry food and distinctive treats, including venison, lamb and sardine products. - Barkly - Sydney-based maker of natural dog treats using human-grade ingredients without fillers, preservatives, added salt or sugar. - Scratch - Australian-made, B Corp-certified pet-food subscription offering balanced meals with proteins such as lamb, turkey, beef and kangaroo. - Glow - Australian-made food brand producing dry food, cooked rolls and raw meals based around single-source animal proteins. - St Argo - Melbourne brand making stylish pet carriers designed to resemble premium handbags. - Houndsome - Melbourne-based label for handcrafted collars, coats, bowls and matching accessories, made with local makers and suppliers. - SavourLife - Australian family-owned food and treat company combining pet nutrition with charitable support for rescue dogs.

Best overall shortlist: Wellaroo for wellness, Eureka Pet Co for premium food and treats, Scratch for convenient meal delivery, Barkly for simple treats, and St Argo for design-led accessories. For complete diets, check that the product is nutritionally complete and appropriate for your pet's age and health needs.

Excerpts from collected AI answers. AI claims are evidence of the response, not verified brand facts.

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Found / Brand snapshot

Scratch

Pet

25 October – 1 November 2026 (scan 2 of 4)

10.4

%

AI visibility

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A clear measure.
An open method.

Visibility is the share of collected answers that name the brand. Brands in the same industry and market are measured against the same question set.

Published window

94

Answers naming the brand

900

Answers collected

10.4

AI visibility

Answers naming the brand ÷ all collected answers × 100

01

Ask consistently

The same industry questions across ChatGPT, Perplexity and Google AI Overviews.

02

Record each response

Track brand mentions and positions across the published scans.

03

Compare the same scope

Use the same market, category and measurement window for every comparison.

Read the methodology

This is a sample of AI responses. Answers vary by platform and date; visibility does not measure sales or product quality.

Overall visibility combines answers within the published dates. Some market series accumulate scans from launch; others use four-scan cycles. A new cycle changes the scoring window, while individual scan history is retained. Compare the dates and sample sizes before comparing periods.

In the Found by Flux AI Visibility Index, Scratch ranks #6 among 33 tracked brands for Pet · Australia (25 October – 1 November 2026). Its visibility is 10.4%. It was named in 94 of 900 AI answers across 37 of 150 tracked questions, averaging position 2.0 when mentioned.

Source: Found by Flux · ChatGPT, Perplexity and Google AI Overviews. Visibility measures mentions in this sample, not sales or recommendation quality.

The scores, explained.

The scope, scores and comparisons behind this brand profile.

What is this brand’s AI Visibility Score?

Found by Flux records 10.4% AI visibility for Scratch in Pet · Australia, measured over 25 October – 1 November 2026. It ranks #6 among 33 tracked brands.

How often does AI mention this brand?

Scratch was named in 94 of 900 collected AI answers, across 37 of 150 tracked questions, for Pet · Australia (25 October – 1 November 2026). A mention can include a comparison or qualification; it is not necessarily a recommendation.

How is the AI Visibility Score calculated?

Found divides the number of collected answers naming Scratch by all 900 answers in the published Pet · Australia sample, then multiplies by 100. The same question set is used across ChatGPT, Perplexity and Google AI Overviews. See the Found methodology for the scope and limitations.

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Every shopper question this brand is missing from, the split across ChatGPT, Perplexity and Google AI Overviews, and what is causing the gap.
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