Snellman Group has snapped up UK raw dog-food producer Benyfit Natural from the Real Pet Food Company.
The Finnish food group, which operates in the category through Snellman Petfood, did not disclose the financial terms in a joint statement with Benyfit Natural.
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Snellman, which is also engaged in meat processing and the manufacture of ready meals, said the deal marks its entry into the UK pet-food market in what it described as a “significant step” in its growth plan.
Benyfit Natural, founded in 2014 by Ben Van Praagh and bought by Australia’s Real Pet Food Company in 2018, focuses on “premium” raw dog food. The UK firm, which has 20 staff, generates “just over” £3m ($3.9m) in annual sales, Snellman said.
Production takes place at its facility in East Sussex, with distribution through independent and specialist pet retailers and via its own e-commerce channel.
Magnus Pettersson, director of Snellman Petfood, said: “We have seen significant growth in the raw pet-food market in Europe, growing exponentially faster than the wider pet category, and we have had plans to expand operations for some time.”
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By GlobalDataA spokesperson for Snellman said the UK pet-food market is “significantly larger and more mature than the Nordic market”. She added: “Raw dog food already accounts for 12.9% of the UK’s total pet-food market and the dog category shows strong year-on-year growth.”
Snellman’s pet-food portfolio for dogs and cats includes frozen raw meals, treats and freeze-dried products under the Mush, Fodax and Raw for Paw brands.
The business unit operates pet-food factories in Finland and Sweden and said its annual revenue last year was about €25m.
Following completion of the deal, Benyfit Natural will retain its brand and all 20 staff will transfer to Snellman Petfood.
The son of the Benyfit Natural founder, Greg Van Praagh, is currently the head of the company’s operations in the UK and will assume the role of managing director.
He said: “We understand the UK market, having operated in the raw category for over a decade and hope to support them [Snellman] in this expansion.
“It is a hugely exciting time for pet food in the UK, specifically in the raw food category, and we cannot wait to see what comes next for Benyfit Natural with the support of Snellman Petfood.”
