Get your industry’s AI rankings every Monday. Track it →
Found
/
The List
/
Pet
/

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
11.0
% of measured AI answers in this industry and market.

Found score

Track Scratch’s AI visibility weekly →

AI visibility scores and ranking

Data through

October 11, 2026

Updated

October 11, 2026

Latest scan visibility

10.2

October 11, 2026

Overall visibility

11.0

27 September – 11 October 2026 (scan 3 of 4)

Industry rank

4

Within this industry and market

Published scan history

Across 11 recorded scans from 16 August 2026 to 11 October 2026, Scratch's single-scan score moved from 8.2% to 10.2%, up 2.0 percentage points. Latest recorded scan 10.2% on 11 October 2026; combined-window score 11.0%.

View recorded scan history
Individual recorded scans. Each row is one scan on one date. The published combined-window score is 11.0% over 27 September – 11 October 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%

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

13.6%

Perplexity Logo

Perplexity

9.6%

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

AI Overviews

10.0%

27 September – 11 October 2026 (scan 3 of 4)

Claude LogoDeep Seek LogoGrok Logo

See insights from more platforms.

Track your brand everywhere its mentioned with Lift.

Explore Lift →

ChatGPT names Scratch most often.

It appears in 13.6% of collected ChatGPT answers and 9.6% of Perplexity answers: a difference of 4.0 percentage points within the published window. This describes where mentions occur; it does not establish why the platforms differ.

Named across 46 of 150 questions.

Scratch appears in at least one collected answer to 30.7% of the tracked questions. That is question coverage; the 11.0% visibility score measures its share of individual answers.

Across 11 published scans, visibility ranged from 8.2% to 12.9%. The latest scan was 10.2% on 11 October 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.

27 September – 11 October 2026 (scan 3 of 4)

Share of collected answers naming each brand

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 made pet products
  • Best Australian owned dog food brand
  • Best Australian owned pet brands
  • 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 (Black Hawk, Ivory Coat, Petzyo)
  • Best award winning Australian pet brands (Rufus & Coco, Outback Tails, Frontier Pets)
  • Best Australian pet brand that ships internationally (Aussie Dog Products, EzyDog, Petz Park)
  • Best alternative to Ivory Coat (Ivory Coat, Black Hawk, SavourLife)
  • Best Australian cat food brands (Ivory Coat, Black Hawk, LifeWise)
  • Best female founded pet brands Australia (Lyka, Outback Tails, Coco & Pud)

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: Vet-formulated, grain-free gut health recipes made fresh monthly in New South Wales with local hormone-free meats.
Read recorded answer

Recorded answer text · Google AI Overviews · 11 October 2026

Top-rated dog food brands in Australia span scientific, natural, and fresh/raw categories depending on your dog's specific needs and budget:

- Hill's Science Diet: Precision-formulated for specific life stages, sensitivities, and health conditions. - Royal Canin: Tailored breed- and size-specific nutrition backed by clinical research. - Advance: An Australian-made, scientifically developed everyday brand recommended by local vets and breeders.

### Natural & High-Protein Australian Brands

- Black Hawk: Famous for high-meat and single- or red-meat recipes (such as Australian lamb and beef) free from artificial additives, wheat, and corn. - Scratch: Vet-formulated, grain-free gut health recipes made fresh monthly in New South Wales with local hormone-free meats. - Ivory Coat & Savourlife: Popular local options focusing on natural ingredients, native proteins like kangaroo, and balanced whole foods.

### Fresh, Raw & Air-Dried Options

- Prime100: Functional, single-protein fresh rolls and tailored meals ideal for elimination diets and sensitive stomachs. - Ziwi Peak: Air-dried, high-meat nutrition that mimics a raw diet with shelf-stable convenience. - Lyka & Big Dog: Freshly cooked custom-delivered meals or pre-made BARF raw patties. You can read independent evaluations via Pet Food Reviews Australia.

To help narrow down the best choice, tell me:

- Your dog's age (puppy, adult, or senior) and breed/size - Whether they have sensitivities, allergies, or a sensitive stomach - Your preferred format (dry kibble, wet food, raw, or fresh delivery)

ChatGPT

The question asked

Best raw dog food Australia

From the recorded answer

!Scratch RAW01 - 2.72kg …
Read recorded answer

Recorded answer text · ChatGPT · 11 October 2026

If you're looking for the best raw dog food in Australia, I'd start with Big Dog BARF for a convenient, complete frozen raw diet, or Proudi if you want to compare single-protein recipes. If you prefer raw food without needing freezer space, Frontier Pets is worth considering for its air-dried range. These are among the leading options in Australian raw-food comparisons for 2026. petreviews.com.aupetcarecommunity.com.au

## Best raw dog food brands to compare

!Big Dog Barf Beef Dog Patties 3kg Petbarn

1\. Big Dog BARF

(Best overall frozen raw)

A good starting point for everyday raw feeding, with BARF-style meals containing meat, bone, organs and other ingredients. Available in multiple protein varieties.

Best for\: Owners wanting a ready-made frozen raw diet.

Review: Big Dog BARF review · Official website

---

!Proudi Premium Raw Beef Patties for Dogs 200g 12pk | Raymonds Warehouse

2\. Proudi

Best for\: Comparing single-protein recipes and dogs that need a more limited choice of protein ingredients.

A premium frozen option. Check the specific recipe's nutritional-completeness statement before using it as your dog's sole food.

Review: Australian raw food comparison

---

!Free-Range Beef | Raw Freeze-Dried | Adult Dog Food 2.5kg

3\. Frontier Pets

Best for\: Convenience and avoiding frozen storage.

Air-dried food is easier to store than frozen raw meals, although it tends to cost more per kilogram.

Review: See the 2026 ranking

---

!Scratch RAW01 - 2.72kg

4\. Scratch Raw

Best for\: Exploring a direct-delivery option.

Scratch offers a raw range alongside its other dog foods. Compare delivery costs, portion sizes and whether the particular product is complete and balanced.

Product: Scratch official website

These are a practical shortlist, not a guarantee that one brand is best for every dog. Product range, price and delivery availability can vary across Australia. petreviews.com.auprimalpooch.competreviews.com.au

## What I'd look for before buying

- Complete and balanced\: suitable as a sole diet for your dog's life stage, rather than a complementary mince. - Nutritional transparency\: clear ingredients, feeding instructions and evidence of appropriate formulation. - Food safety\: hygienic production, reliable cold-chain delivery and clear storage instructions. - Cost per day\: compare how much your dog actually needs, not just the price per kilogram.

The Australian Veterinary Association recommends looking for compliance with Australian Standard AS 5812 for pet food manufacturing and marketing. Raw meat also carries bacterial risks, so careful handling matters. www.ava.com.auwww.petcircle.com.au

## Let me narrow it down for your dog

The best choice depends on your dog's size, age and budget.

1\. How much does your dog weigh?

Under 10 kg

10-25 kg

Over 25 kg

---

2\. What age is your dog?

Puppy

Adult

Senior

---

3\. Which type do you prefer?

Frozen raw patties or mince

Fresh food delivered to my door

Air-dried raw-style food

Open to any type

---

4\. What's your budget?

Budget-friendly

Mid-range

Premium, quality first

---

5\. Where in Australia are you?

[Input placeholder: e\.g\. Sydney, NSW] (Current value unavailable.)

[Find the best options for my dog]

Perplexity

The question asked

Best Australian pet brands

From the recorded answer

Scratch - Australian-made, B Corp-certified pet food with a direct-to-door subscription model.
Read recorded answer

Recorded answer text · Perplexity · 11 October 2026

Some of the best Australian pet brands depend on whether you want food, treats, accessories, or health products:

- Prime100 - Australian-made single-protein rolls and dry food; useful for dogs with food sensitivities. - Black Hawk - premium Australian pet food with dry and wet formulas for dogs and cats. - Meals for Mutts - holistic dog and cat food, including grain-free and limited-ingredient options; it has operated in Australia for more than 40 years. - Vetalogica - Sydney-made food, treats, and health products for cats and dogs. - Scratch - Australian-made, B Corp-certified pet food with a direct-to-door subscription model. - Lyka - fresh, portioned dog meals delivered chilled. - Big Dog - Australian-made raw and fresh pet food, particularly popular for dogs. - K9 Natural - freeze-dried and air-dried food; associated with Australian and New Zealand premium pet nutrition. - Huds and Toke - stylish collars, leads, beds, and accessories. - FuzzYard - colourful beds, toys, apparel, and accessories for dogs and cats. - Kazoo - broad range of toys, beds, grooming products, and accessories. - Aussie Dog - durable enrichment and chew toys designed for active dogs.

For dog food specifically, Australian vet-focused recommendations commonly include Prime100, alongside international brands such as Royal Canin, Hill's Science Diet, and Purina Pro Plan. Check that any food is labelled complete and balanced for your pet's life stage, and ask a veterinarian before changing diets.

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

Your questions. Your market. Your next move.

Track your own prompts with Lift.

Go beyond the public list. Choose questions about your products, competitors and customers, then track how AI answers them over time.

Chat GPT logo

Which running shoes suit wide feet?

Product fit

Perplexity Logo

What are good alternatives to my usual skincare brand?

Comparison

Claude Logo

Which sofa brands deliver to regional Australia?

Market

Deep Seek Logo

Which protein powders contain no dairy?

Product fit

Grok Logo

Is this brand worth the premium?

Brand perception

Chat GPT logo

Which outdoor brands offer repair services?

Purchase intent

Perplexity Logo

What should I compare before buying a home gym?

Discovery

Claude Logo

Which coffee subscription suits a small office?

Audience

Deep Seek Logo

What do shoppers say about this brand’s sizing?

Brand perception

Explore Lift →

Illustrative prompts · tailored to your tracking plan

Pause animation

Found / Brand snapshot

Scratch

Pet

27 September – 11 October 2026 (scan 3 of 4)

11.0

%

AI visibility

Free industry report

See the bigger picture in your industry

Get the industry report by email. Compare brand rankings and AI platform results in your market, then share the findings with your team.

Industry rankings / Brand visibility / Platform comparisons

Get the free industry report →

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

149

Answers naming the brand

1350

Answers collected

11.0

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 #4 among 33 tracked brands for Pet · Australia (27 September – 11 October 2026). Its visibility is 11.0%. It was named in 149 of 1,350 AI answers across 46 of 150 tracked questions, averaging position 2.1 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 11.0% AI visibility for Scratch in Pet · Australia, measured over 27 September – 11 October 2026. It ranks #4 among 33 tracked brands.

How often does AI mention this brand?

Scratch was named in 149 of 1,350 collected AI answers, across 46 of 150 tracked questions, for Pet · Australia (27 September – 11 October 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 1,350 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.

Close
Found by Flux
Get the full AI search report
Every shopper question this brand is missing from, the split across ChatGPT, Perplexity and Google AI Overviews, and what is causing the gap.
Where should we send it?
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.