Why this dog food brand turned to cats

Happy Friday!

This week, The Nutriment Company announced a bold move.

The acquisition-hungry pet brand has entered the cat market with the acquisition of Purrform, a UK-based raw cat food specialist. This marks the seventh acquisition in under a year and the first focused on cats.

With more than 26% of European households now owning cats, and premium cat food sales on the rise, CEO Anders Kristiansen has grabbed the opportunity to scale fast in an overlooked space.

“This acquisition is about more than just adding a new product line,” Kristiansen said in a Linkedin post.

“It’s about meeting evolving consumer needs, growing in the right direction, and building a portfolio that reflects real life - where cats are family, and quality matters.”

Pac-Man-like, The Nutriment Company has aggressively acquired raw and fresh pet food brands across Europe, including:

• The Dog’s Butcher (UK)

• BAF Petfood (Germany)

• Bulmer Pet Foods (UK)

• Graf Barf (Germany)

• Puromenu (Spain)

The Purrform acquisition propels the company into a high-growth segment, driven by urban households seek healthier, species-appropriate diets for their cats.

Watch this space. The Nutriment Company’s buying streak will most likely continue. As Kristiansen told Just Food in 2023:

“I think we need to better than just launching a range of products and then we having that range for the next ten years. I think we constantly need to innovate to understand how we can improve the lives of the pets that we serve.“

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