Pava Partners advised Healthfood24 GmbH on its sale to AlphaPet Ventures GmbH, creating a leading provider in Germany's growing premium pet food segment.

Information on the Target

Healthfood24 GmbH, headquartered in Leipzig, was founded in 2005 by Felix Becker. The company has established itself as a pioneer in the production of dog food that is species-appropriate, gluten-free, and made from natural ingredients, particularly through its successful brand, Wolfsblut. Wolfsblut is a leader in the premium pet food segment and has been voted as one of the most popular dog food brands in Germany multiple times, according to market research conducted by Konzept & Markt in 2015 and 2017. Healthfood24 operates with a dedicated team of approximately 25 employees and primarily distributes its brands through specialized retail outlets and online channels.

Healthfood24's product range is continuously expanding, featuring dry food, wet food, and snacks designed for both dogs and cats. The company's commitment to quality and innovation has positioned it favorably within the competitive pet food market.

Industry Overview in Germany

The pet food industry in Germany is experiencing robust growth, driven by an increasing number of pet owners prioritizing high-quality nutrition for their animals. With a strong emphasis on premium products, the market segment for orga