VAFO Group, a leading European premium petfood producer, has acquired German petfood brand Pets Deli, strengthening its direct-to-consumer (D2C) presence in Germany and adding a digital growth platform to its European portfolio. The companies did not disclose the financial terms of the transaction.
Pets Deli will continue operating under its own brand. VAFO plans to support the business by combining its manufacturing scale, recipe development and R&D capabilities, procurement network and petfood expertise with Pets Deli’s digital and consumer capabilities.
The companies said the partnership will focus on accelerating Pets Deli’s D2C growth, improving customer retention and expanding its product portfolio. VAFO also expects the combination to strengthen product innovation and operational efficiency.
“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. He added that Germany is one of Europe’s most important petfood markets, Pets Deli is the right partner to strengthen its position here, and VAFO aims to grow Pets Deli while preserving its brand identity and entrepreneurial approach.
Pets Deli founder Tania Moser said VAFO shares the brand’s standards for quality and brand development. Managing Director and COO Pascal Haenle added that access to VAFO’s manufacturing, R&D and procurement capabilities would provide the resources to scale the business.
Berlin-based Pets Deli focuses on healthy nutrition for dogs and cats and has built its business around direct customer relationships and data-driven digital operations. Its portfolio includes wet and dry food, raw feeding products, snacks and supplements. The company generates more than EU€40 million in turnover, while VAFO Group reports turnover of more than EU€700 million. VAFO employs more than 1500 people across nine European countries.
The acquisition forms part of VAFO’s wider strategy to build a European portfolio of premium petfood brands and develop closer direct relationships with pet owners through consumer data and digital capabilities.
