Located in Sant Cugat del Vallés, Spain, Affinity Petcare's headquarters are the hub for company offices all over Europe.
Founded in Spain in 1963, Affinity Petcare - part of the
Agrolimen Group of companies, leading manufacturers of consumer
goods in Europe - has been striving to produce novel, healthy
products for pets for more than 40 years. Ranked number six in
our annual list of the top 10 petfood companies for 2008, the
company offers a wide range of products, from special
veterinary diets to superpremium foods to value-priced products
for cats and dogs. Affinity says it is committed to the
following values: imagination, innovation, flexibility and a
scientific, systematic approach.
Affinity products are distributed mainly in the European
Union, but the company is building a distributor network within
the fast-growing Eastern European petfood market, too. Russia,
Turkey and Ukraine now carry Affinity products, and petfoods
are even available in specialty stores in countries such as
Israel and Kenya.
The company has many growth opportunities in terms of
geographic expansion and hopes to extend its presence in other
markets having high pet ownership concentrations.
Besides expanding distribution, Affinity's growth strategy
is based on new product development and strong promotion
efforts, according to markets managing director, Mario
Franques. "We have introduced nine new varieties for cats and
four for dogs in different European countries in the last 12
months," he says. "Our keys to growth are that we have new and
innovative products, and that we are focusing our efforts in
geographical areas in Europe where dry products are growing the
most." The company is already the leader in Spain in total
market and dry petfood with shares above 40% and is making
considerable gains in countries like France, Germany and
"Despite our relative size - we operate in a limited area,
the European Union - and that we are focused on dry products,"
continues Franques, "we still have big opportunities to grow
through increased distribution in this area." In countries
where it is not yet ahead of the rest of the petfood pack,
Affinity relies on the appeal of its packaging, the sound
nutrition of its diets and its products' palatability to entice
pet owners and their pets.
"We would like to be known as the company that better
understands the relationship between pets and pet owners,"
explains Joan Sanahujes, VP of marketing. "This understanding
and knowledge is a key to producing the highest quality
products that better fit each target owner, with superior
nutrition, superior palatability and ground-breaking products."
This past year, the company has introduced a plethora of
products for both dogs and cats focusing on these fundamentals,
Affinity Petcare has three plants in Europe with a total manufacturing capacity of 334,000 tons.
Not to mention Affinity's dry premium
Brekkies Excel line for cats, that has recently been enlarged
with a new line: Brekkies Excel Cat Original. The line has been
developed following the natural concept, according to
Sanahujes: The product has no artifcial colorings or
preservatives. Two different flavors - fish and meat - have
"Ultima dry products are performing very well in all
markets," says Sanahujes. "Brekkies Excel Original is also
growing in distribution. Brekkies Excel Dog Tender &
Delicious line is seeing a lot of success in Spain, France and
Italy, and has just been launched in Germany."
The great beyond
Despite the current situation with rising ingredient costs -
Affinity has been forced to increase its own prices to keep up
- the company expects to close with US$600 million retail
dollars this year. That implies a growth of 15% over last
year's profits, according to Franques. He estimates Affinity
will close 2008 with retail sales of US$595 million.
"Our main challenge is to keep the double digit growth we
have achieved in the last few years," he says. "This growth has
contributed value to all chains: from suppliers, to retailers,
to pet owners."
Affinity attests that it is the next real challenger in the
petfood category. With plenty of years of experience in the
industry and the kind of success to make even larger
manufacturers take notice, Affinity Petcare seems poised to
keep running with the big dogs in the future.
Sant Cugat del Vallés, Spain
El Monjos, Spain; La Chapelle Vendomôise and Moulins,
Mario Franques, markets managing director; Joan Sanahujes,
VP marketing; Franc Andreu, operations managing director;
Frances Blanch, VP R&D
Affinity, Ultima, Brekkies, Brekkies Excel, Advance,
Advance Veterinary Diets, Premium Dog, Rubadub (treats)
Total turnover (2007):
EU299 million (US$466 million)
Read more information on Affinity Petcare SA and its products.
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