Sweden’s The Nutriment Company (TNC) has snapped up UK pet-food peer Natural Instinct for an undisclosed sum.
TNC, which changed its name from Voff Premium Pet Food in April, said the UK is a “priority market”. This is its second UK deal this year, having already acquired Totally Natural Pet Products.
Natural Instinct, based in Camberley, south of London, specialises in the production of raw, frozen dog food as well as natural treats.
All of its products are made from 100% natural ingredients and are free from artificial additives, grains and fillers.
Phil Keen, CEO of Natural Instinct, said: “We are thrilled to become part of The Nutriment Company and see the collaboration as a valuable step to expand opportunities for our team and our customers.”
Anders Kristiansen, CEO of The Nutriment Company, said: “The UK is one of our key priority markets and with the acquisition of Totally Natural Pet Products and now Natural Instinct with its long-standing expertise and tradition in high quality, natural pet food, we are creating a significant presence in the market. We will continue to expand our UK business over the next few years – both organically and through further acquisitions.”
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Asked for further comment by Just Food, Stockholm-based TNC said: “We see the UK as one of the largest and most developed markets in premium, natural pet-food and expect continued solid growth levels in our categories.”
TNC, behind brands such as Dibo, AniForte supplements and Nova Dog Chews, said it will take over all of Natural Instinct’s assets and will keep making products at its existing facilities.
It also plans to retain Natural Instinct’s 50-strong workforce.
TNC, as Voff, has largely built its business through M&A with Leo & Wolf the company’s only in-house brand.
It made its first foray into the Dutch cat and dog food market with the acquisition of Energique in February last year.
The Energique transaction marked Voff’s ninth since the business was founded in 2014.
Voff said the decision to re-brand as The Nutriment Company was a bid to symbolise a “new era” of business activity.
CEO Anders Kristiansen said at the time: “The new name shows that high-quality, natural pet food in all its facets is our focus, which we will continue to drive forward internationally across all products and all markets.”
The company is majority-owned by Nordic private-equity group Axcel.
