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January 18, 2021

UK’s Pooch & Mutt backed by pet-food manufacturer VAFO

Pooch & Mutt, a UK-based pet-food brand focused on natural ingredients, has announced it has taken a "multi-million pound" investment from its long-time manufacturing partner.

By Leonie Barrie

Pooch & Mutt, a UK-based pet food brand focused on natural ingredients, has sold a stake in the business to its long-time manufacturing partner, VAFO Group.

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What’s the forecast for the food and grocery industry?

The food and grocery sector thrived during the pandemic, largely due to the shutdown of the food service industry and the sector’s subsequent necessity, panic-induced bulk purchasing, and spending more time at home. The market has grown as a result of inflation. Consumer unwillingness to go out and socialize, and the reopening of several hospitality facilities, helped maintain the demand for groceries, particularly online, in 2021. As consumer behavior changes, we consume more food and drink at home, and inflation increases basket sizes. GlobalData predicts that the sector will continue to hold a higher share than had been predicted prior to the pandemic. This is true despite the fact that the food and grocery sector's share of overall retail will decline from its peak in 2020. This report will discuss market forecasts and key themes in the global food & grocery industry in 2022 and beyond. It covers:
  • Market drivers and inhibitors
  • Five-year forecasts and the impact of COVID-19
  • The performance of the online channel versus offline
  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
Assess developments within this sector to help your business thrive in 2022 and beyond.
by GlobalData
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London-based Pooch & Mutt said the “multi-million pound” deal will help it grow the brand and develop operations in the UK.

The deal sees Czech Republic-based VAFO taking a minority share in the company with the ability to take more over time. It will provide the funding and manufacturing capabilities for the brand to grow.

Pooch & Mutt’s founder, Guy Blaskey, remains at the helm of the London-based business, with the support of VAFO’s Petr Kriz, who joins the Pooch & Mutt board.

Blaskey said: “I am building Pooch & Mutt as a brand for the long-term, one that is focussed on high-quality, innovation and doing what is right for the nation’s pets. Before this deal, I have never taken any outside investment and the share structure was the same as on day one.

“It has taken a long time to find the right deal and the right partner. With VAFO, we now have access to the best manufacturing in Europe with the widest range of products produced by any pet-food manufacturer.

“We are now part of a network of ambitious companies who share our values and make great products. Most importantly, unlike with many other investment deals, our goals are perfectly aligned, and perfectly aligned with our customers – we want to get more pets to eat great quality foods, treats and supplements to help them lead their best lives.”

Pavel Bouska, CEO and the owner of VAFO Group, said: “I like to team up with people who share the same philosophy. The quality and sustainability of our products and its impact on the health of pets is at the centre of everything we do at VAFO.

“As we are predominantly producers, partnering with Guy Blaskey and Pooch & Mutt, who clearly share the same values and operate in the biggest pet food market in Europe, was only a natural step. Because we are a family company, our partnerships usually last for decades and not for years, as I am sure it will be in this case.”

VAFO opened its eighth production facility in May last year.

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Free Report
img

What’s the forecast for the food and grocery industry?

The food and grocery sector thrived during the pandemic, largely due to the shutdown of the food service industry and the sector’s subsequent necessity, panic-induced bulk purchasing, and spending more time at home. The market has grown as a result of inflation. Consumer unwillingness to go out and socialize, and the reopening of several hospitality facilities, helped maintain the demand for groceries, particularly online, in 2021. As consumer behavior changes, we consume more food and drink at home, and inflation increases basket sizes. GlobalData predicts that the sector will continue to hold a higher share than had been predicted prior to the pandemic. This is true despite the fact that the food and grocery sector's share of overall retail will decline from its peak in 2020. This report will discuss market forecasts and key themes in the global food & grocery industry in 2022 and beyond. It covers:
  • Market drivers and inhibitors
  • Five-year forecasts and the impact of COVID-19
  • The performance of the online channel versus offline
  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
Assess developments within this sector to help your business thrive in 2022 and beyond.
by GlobalData
Enter your details here to receive your free Report.

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