European pet food firm VAFO Group has acquired German direct-to-consumer (D2C) brand Pets Deli.
Based in Berlin, Pets Deli offers nutrition products for dogs and cats – including wet food, dry food, raw feeding, snacks and supplements – sold directly to pet owners through its digital platform.
The acquisition adds more than €40 million to VAFO Group’s current turnover of over €700 million and supports the group’s long-term strategy of building a strong European portfolio of premium pet food brands, to develop deeper direct relationships with pet owners and to use consumer data and digital capabilities as a driver of future growth, says the company.
VAFO employs more than 1,500 people across nine European countries, with products distributed in more than 90 countries worldwide. Flagship brands include Carnilove.
Pets Deli will continue to operate under its own brand with a future focus on leveraging VAFO’s manufacturing and sourcing capabilities to accelerate D2C growth, strengthen customer retention and expand the product portfolio.
Pavel Bouška, chairman of VAFO Group, said: “Pets Deli fits our group really well: a strong brand, close to consumers, with a clear digital mindset and significant growth potential. 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.”
Pascal Haenle, managing director and COO of Pets Deli, continued: “VAFO gives us operational firepower we couldn’t have built on our own. 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.”
Pets Deli founder Tania Moser added: “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. 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.”
