VAFO Group acquires Pets Deli, strengthening its D2C position in Germany

GERMANY – VAFO Group has acquired German pet food brand Pets Deli, strengthening its position in Europe’s largest pet food market while expanding its direct-to-consumer (D2C) capabilities through one of Germany’s fastest-growing digital pet nutrition brands.

The acquisition combines Pets Deli’s strong consumer brand, customer data capabilities and online sales platform with VAFO’s manufacturing scale, research and development expertise, and procurement network.

Pets Deli will continue operating under its existing brand while focusing on expanding its direct-to-consumer business, improving customer retention, broadening its product portfolio and leveraging VAFO’s production capabilities to enhance efficiency and profitability.

“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.”

Founded as a premium pet nutrition company, Pets Deli has built its business around healthy nutrition for dogs and cats, supported by strong direct customer relationships and data-driven marketing.

“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.”

According to the companies, VAFO’s manufacturing, research and sourcing capabilities will allow Pets Deli to accelerate product development while maintaining the quality standards customers expect.

“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.”

VAFO Group generates annual revenue of more than €700 million (US$811 million), while Pets Deli records annual turnover exceeding €40 million (US$46.3 million).

VAFO continues expanding its premium pet food portfolio

The acquisition follows VAFO’s continued investment in strengthening its portfolio of premium pet food brands across Europe.

Recently, the company completed the rebranding of its cat food brand Purr & Meow, introducing a refreshed identity, updated recipes and a simplified product range built around its “All Breeds & Needs” philosophy. 

The rebrand follows the successful refresh of the company’s Pooch & Mutt brand and reflects VAFO’s broader strategy of investing in premium nutrition, brand development and consumer-focused innovation.

The acquisition of Pets Deli further supports VAFO’s long-term ambition to build stronger direct relationships with pet owners while using digital capabilities, consumer insights and product innovation to drive future growth across Europe’s premium pet food sector.

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