The Supercoat Story


With over 30 years of experience, Supercoat® remains the trusted leader of premium dog food in Australia. Grounded on our belief that pets and people are better together, Supercoat® continues to provide high quality, nutritious, and specialised food for dogs of all life stages.


Supercoat - Man carrying a dog


Supercoat® began in Australia as a pelleted dog food with a focus on specific breeds and was sold exclusively within Pet Specialty stores.

Supercoat - Man carrying a dog
Supercoat - No artificial colours or flavours


The brand began to focus on the importance of life stage products for its customers and removed artificial colours and flavours from its products.

Supercoat - No artificial colours or flavours
Supercoat - Blurred supermarket isle

Late 1990’s

Supercoat® focuses on using high quality ingredients and became available in supermarkets nationally in resealable packaging.

Supercoat - Blurred supermarket isle
Supercoat - Nestle Purina Factory


Supercoat® is bought by Purina Australia and produced at our Blayney factory in regional NSW.  

Supercoat - Nestle Purina Factory
Supercoat - Smartblend logo


Development of our Smartblend® formula is introduced to our formulas. Designed to provide your dog with everything they need for optimal growth and development. 

Supercoat - Smartblend logo
Supercoat - supercoat range


Supercoat® continues to be a leader in the Purina dry dog portfolio. It remains to this day to be produced in Australia with a nutritious range of food tailored to dogs at various life stages.

Supercoat - supercoat range

Most Commonly Asked Questions

Learn more about the SUPERCOAT brand, our range and the ingredients in our dog food.


It takes the perfect combination of nutrients to keep your dog at their healthy best, and that’s why the experts at SUPERCOAT have developed SMARTBLEND, a precise combination of high-quality natural ingredients; blended with real meat, plus 22 essential vitamins and minerals. Nourish your dog with the tailored nutrition they need to bring out their best everyday. Find out more.

What 22 essential vitamins and minerals are in SUPERCOAT?

Vitamin A, Vitamin D, Vitamin E, Thiamine, Riboflavin, Pantothenic Acid, Niacin, Pyridoxine, Folic acid, Vitamin B12, Calcium, Phosphorus, Potassium, Sodium, Chloride, Magnesium, Iron, Copper, Manganese, Zinc, Iodine and Selenium. 

What proteins does SUPERCOAT use?

Fish, chicken or beef. You can view the ingredients of all of our products by clicking our range.

How much SUPERCOAT should I feed my dog?

The amount of food your dog needs to consume can differ based on factors such as breed, gender, weight, age, activity level, and the environment it lives in (indoor, outdoor etc.) You can find a feeding guide at the rear of each SUPERCOAT bag and also on our website listed under each product.

Is SUPERCOAT grain free?

Unfortunately we no longer have SUPERCOAT grain free products available.

What life stage and variants does the SUPERCOAT range cover?

SUPERCOAT has products that are suitable for puppies through to senior dogs, from active to health weight, from small to large breed. Whatever life stage you dog is at, you know SUPERCOAT can support them to live their best life.

Where is SUPERCOAT made?

Since it’s launch back in 1986, SUPERCOAT has proudly been made and produced right here in Australia in our factory at Blayney (Regional NSW).