Snellman Group has acquired UK-based raw dog food manufacturer Benyfit Natural from the Real Pet Food Company, marking the Finnish company's entry into the British pet food market. Financial terms of the transaction were not disclosed.
The deal represents a significant expansion for Snellman Group, which operates in the pet food sector through its Snellman Petfood division. The company also produces meat products and ready meals.
Benyfit Natural, founded in 2014 by Ben Van Praagh and acquired by Australia's Real Pet Food Company in 2018, produces raw dog food and generates annual sales exceeding £3 million (US$3.9 million). The company employs 20 staff members at its production facility in East Sussex and distributes products through independent pet retailers, specialty stores and its e-commerce platform.
The company noted that raw dog food accounts for 12.9% of the UK's total pet food market, with the dog category showing strong year-on-year growth. The spokesperson added that the UK pet food market is significantly larger and more mature than the Nordic market.
Snellman Petfood produces frozen raw meals, treats and freeze-dried products for dogs and cats under the Mush, Fodax and Raw for Paw brands. The division operates pet food factories in Finland and Sweden and reported annual revenue of approximately €25 million (US$27.3 million) last year.
Benyfit Natural will retain its brand name following the acquisition, and all 20 employees will transfer to Snellman Petfood. Greg Van Praagh, son of the company's founder and current head of UK operations, will assume the role of managing director.
Snellman Petfood, part of the Snellman Group, is a Finnish family business specializing in pet food, producing raw food, treats, and freeze-dried products under brands like MUSH, Fodax and Raw for Paw, with factories in Finland and Sweden. In March, the company announced plans to construct a pet food factory in Pedersöre, Finland, addressing what it said is the rising demand for raw dog and cat food.
