VAFO Group acquires Pets Deli and strengthens its D2C position in Germany

VAFO Group, one of Europe’s leading pet food companies, has acquired Pets Deli, a fast-growing German pet food brand with a strong direct-to-consumer position. The transaction strengthens VAFO Group’s presence in Germany and adds an important digital growth platform to the Group’s European portfolio. Pets Deli has built a strong consumer brand, direct customer relationships and a data-driven business focused on healthy nutrition for dogs and cats.

For VAFO, the acquisition is strategically important because it combines Pets Deli’s D2C strength, brand appeal and customer insight with VAFO’s manufacturing scale, recipe and R&D capability, procurement power and long-term category expertise.

“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,” said Pavel Bouška, Chairman of the Board of VAFO Group.

“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,” added Tania Moser, founder of Pets Deli.

Pets Deli will continue to operate under its own brand. The future focus will be on accelerating D2C growth, strengthening customer retention, expanding the product portfolio and using VAFO’s manufacturing and sourcing capabilities to support better products and improved profitability.

“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,” said Pascal Haenle, Managing Director and COO of Pets Deli.

VAFO Group’s turnover is over €700 million, while Pets Deli’s turnover is over €40 million. Together, the companies see significant potential to grow Pets Deli further by combining digital consumer insight, product innovation and European pet food manufacturing know-how.

The transaction supports VAFO Group’s long-term strategy of building a strong European portfolio of premium pet food brands across key markets and channels. It also reinforces the Group’s ambition to develop deeper direct relationships with pet owners and to use consumer data and digital capabilities as a driver of future growth.

About VAFO Group

VAFO Group is one of Europe’s leading pet food companies, founded in the Czech Republic. For over three decades, the company has been developing premium and super-premium nutrition for dogs, cats, and small animals. Today, VAFO employs more than 1,500 people across nine European countries: the Czech Republic, Finland, Germany, Sweden, Poland, the United Kingdom, Austria, Estonia, and France. Through its flagship brands, including Brit and Carnilove, VAFO products are distributed in more than 90 countries worldwide.

About Pets Deli

Pets Deli is a German pet food brand based in Berlin and one of the country’s leading premium D2C pet food brands. It offers healthy nutrition for dogs and cats: wet food, dry food, raw feeding, snacks and supplements – sold directly to pet owners through its digital platform. The company’s mission is to create a better world for pet lovers, built on three pillars: better and healthier food, educational content, and digital services.