Billy + Margot acquires Benyfit Natural Pet Food

Billy + Margot has acquired Benyfit Natural Pet Food, which was based in the United Kingdom.

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Billy + Margot has acquired raw dog food manufacturer Benyfit Natural Pet Food, which is based in the United Kingdom, reported Global Pets. The pet food company was purchased from its shareholders and founders, Ben Van Praagh and Greg Van Praagh.

In 2016, Billy + Margot was acquired by an international companion animal food group known as Real Pet Food Company in all markets outside the U.K. The Real Pet Food Company Group has operations in the U.K., Australia, New Zealand, the U.S. and China.

Founded in 2015, Benyfit Natural markets their products as “optimum natural nutrition” for dogs. The company began insourcing the manufacturing of its frozen dog food range earlier this year. Benyfit employs more than 10 people, who will be retained in the acquisition by Billy + Margot.

Greg Van Praagh will lead the combined business and take on overall responsibility for the management and growth of the UK market. Van Praagh will also help support the Real Pet Food Company Group expand into the frozen category in other markets.

Chinese company acquires Australia-based Real Pet Food Co.

Chinese agribusiness company New Hope Group Co., along with other Asian investors, acquired Australia-based Real Pet Food Co. on November 30, reported Yi Cai Global.

Real Pet Food did not disclose the price paid for the company. Yi Cai reported that a source value the transaction at several billion yuan. Asia Times reported that the purchase price was AUS$1 billion (US$770 million).

New Hope collaborated in the acquisition with Hosen Capital, Temasek, CIC International Co., GenBridge Capital, a private equity growth fund and other investors.

History of V.I.P. Petfood and Real Pet Food

V.I.P. Petfood trades as Real Pet Food Company, according to the Petfood Industry Top Companies database.

V.I.P. Petfoods is a manufacturer of dry, wet, fresh and chilled pet food and treats for dogs and cats. Its growth into the U.S. market through the H.E.B grocery store chain in Texas was helped by V.I.P.'s 2015 acquisition by the private equity firm Quadrant. The company offers a dog and cat grain-free range, and game meat pet meals. V.I.P also offers private label pet foods for international markets. Its private-label subsidiary is Australian Pet Brands. 

V.I.P.’s cat food brands include Fussy Cat and Gourmet Fresh. The company’s dog food brands include Chunkers, Frosty Paws, Supreme Fresh, Natures Goodness, Gourmet, Mega Bite, Meat Lovers and Brownie.

In January 2017, V.I.P acquired Consolidated Manufacturing Enterprises Pty Ltd (CME) from its owners, Indigenous Business Australia (IBA) and Ridley Agriproducts Pty Ltd (Ridley). The acquisition came into effect January 31, 2017. The manufacturing plant in Invernell (Australia) employs more than 50 staff. In October 2016, V.I.P. Petfoods acquired UK-based Billy + Margot, a dog food producer and distributor, from The Company of Animals, Ltd. (COA). In June 2015, Quadrant Private Equity acquired V.I.P. Petfoods for AUD410 million (US$317.8 million). 

Pet food industry data available

Learn more about top employers of pet food professionals, along with trends in annual revenues and other information, with Petfood Industry Top Companies Historical Data. Select data sets can be purchased for download. Petfood Industry’s editors collected this information as part of their research for the Top Companies Database published on and in Petfood Industry magazine.

Data sets available for download include:

  • 50 Leading Petfood Producers Worldwide 2014-2017
  • 30 Leading North American Petfood Producers 2014-2017
  • 30 Leading Western European Petfood Producers 2014-2017
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