Petbuddy Group (PBG), a leading consortium of super-premium pet food brands, has announced its latest strategic acquisition of Thrive Pet Foods, a European favorite for over 20 years. The acquisition was finalized on Monday, 24 June 2024 and marks a significant milestone in PBG’s ambitious journey to build a global portfolio of market-leading pet food brands.
Founded in 2018 with its flagship brand Buddy Pet Foods, PBG has rapidly grown to become a major player in the pet food industry, now boasting a portfolio of eight premium brands. This acquisition further solidifies PBG’s commitment to providing high-quality, natural pet food products.
“We are thrilled to welcome Thrive Pet Foods into the PBG family,” stated Alexander Retzlik, CEO of PBG. “Their innovative product range and market leadership in freeze-dried products complement our vision perfectly. We are committed to making significant investments in the Thrive brand to elevate it to a global leader.”
Thrive Pet Foods has built a loyal customer base over the past 20 years, known for their exceptional quality, consistency, transparency, and brand values. With a strong foothold in the European market, Thrive is the leader in freeze-dried products and offers a robust portfolio of wet cat and dog food. The integration of Thrive into the PBG family is set to accelerate the brand’s growth and reach, leveraging PBG’s extensive network of leading global retailers.
The acquisition will also allow PBG to expand its presence in new markets, utilizing its established distribution networks in the Nordics and the UK. This strategic approach includes leveraging synergies in sales, distribution, and production to ensure efficient market penetration and sustained growth. With exports to over 50 countries, the combined group will significantly broaden the market reach for Thrive’s products.
Sustainability and innovation are at the core of PBG’s philosophy. “We are committed to sustainable goals in society and environment,” stated Retzlik. “This means constantly looking for ways to reduce our environmental footprint and conserve natural resources.” PBG’s commitment to sustainability, combined with innovative product offerings, positions the group as a leader in the premium pet food market.
One of PBG’s unique brands, Nutrolin, exemplifies the group’s commitment to innovation and science. As the Nordic leader in pet oil supplements, Nutrolin recently launched a new range of nutritional pastes developed after years of research. These oleogel pastes, likely the most effective dog and cat supplements globally, leverage the synergies between the highest doses of Omega-3s and other active ingredients to provide unparalleled health benefits. Nutrolin’s ongoing innovation is a testament to PBG’s mission to set new pet nutrition and care standards.
Co-founder Erik Wide Gustafsson emphasized the group’s excitement in building high-quality brands with integrity. “We are passionate about using the best manufacturing processes and ingredients to ensure the best life for all pets,” Gustafsson remarked. “Our mission is to create pet food brands that pet parents can trust and pets will love.”
Former owner of Thrive, Paul Finger, will continue to work closely with PBG to drive the brand’s global expansion efforts. For more information about Petbuddy Group and its portfolio of brands, visit Petbuddy Group. For more information about Thrive Pet Foods, visit Thrive’s website.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.