VAFO Group, one of Europe's leading pet food companies, has acquired Pets Deli, a German pet food brand known for its direct-to-consumer business and focus on nutrition for dogs and cats.
VAFO Group said the deal strengthens its presence in Germany and adds a digital growth platform to its European portfolio.
"Pets Deli fits our group really well: a strong brand, close to consumers, with a clear digital mindset and significant growth potential," said Pavel Bouška, chairman of the board of VAFO Group. "Germany is one of the most important pet food markets in Europe, and for us, Pets Deli is the right partner to strengthen our position there. Our goal is to support the team and help the business grow further while preserving its brand identity and entrepreneurial spirit."
Pets Deli will continue operating under its own brand, with future plans focused on accelerating direct-to-consumer growth, strengthening customer retention, expanding its product portfolio and drawing on VAFO's manufacturing and sourcing capabilities.
"Pets Deli has always stood for one thing: giving every dog and cat exactly the nutrition they need — genuinely healthy food their owners can trust," said Tania Moser, founder of Pets Deli. "In VAFO, we've found a partner who shares those same standards on quality and brand. An exciting step for our customers, our team and everything we're building."
VAFO Group reported turnover of more than €700 million (US$805 million), while Pets Deli's turnover exceeds €40 million (US$46 million).
"VAFO gives us operational firepower we couldn't have built on our own," said Pascal Haenle, managing director and COO of Pets Deli. "Access to world-class manufacturing, R&D and procurement means better products for our customers, faster — and at a stronger margin — without ever compromising on the quality they trust us for. For our team, it's the chance to scale what we've built alongside a partner who understands pet food at every level."
According to the company, the acquisition is part of VAFO Group's strategy of building a European portfolio of pet food brands across key markets and channels, and of developing direct relationships with pet owners through consumer data and digital capabilities.
