Versele-Laga has rebranded as Versele as part of a renewed strategy focused on innovation, market positioning and strengthening leadership across multiple pet care categories.
The family-owned business, which manufactures petfood and care products, aims to surpass EU€500 million in revenue while providing nutrition and care products to 50 million animals each day.
Francis D’Hoore, CEO of Versele, said the company is already the only manufacturer globally developing nutrition and care products for such a broad range of pets. He added that more than 95 percent of the company’s products are produced in its own factories in Belgium and other locations.
Looking ahead, Versele has set a target of reaching EU€1 billion in sales of petfood and care products through specialist retailers worldwide by 2032. The company plans to achieve this by focusing on innovation, quality and expertise-sharing in collaboration with customers and retail partners.
The company noted that pets are increasingly viewed as family members, driving higher expectations around nutrition and care. Versele said it aims to support customers through scientific expertise and product innovation.
D’Hoore stated that Versele’s position across multiple categories enables the company to develop specialised knowledge and translate it into relevant product innovations. He added that the company is also working towards a more efficient business model to further improve quality and customer satisfaction.
As part of the new strategy, Versele is investing in a flagship master brand designed to strengthen emotional connections with consumers, provide expert guidance and act as an overarching quality label supporting its category brands.
