Petgood
Petgood is a Stockholm-based pet food company that develops and sells insect-based dry and wet foods, treats, and supplements for dogs and cats, serving individual pet owners and professional breeders across 27 European countries via direct-to-consumer e-commerce, pet retail, pharmacy, and veterinary channels.
- Company typePrivate
- Founded2020
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Petgood firmographics
Firmographics- Name
- Petgood
- Legal name
- Petgood AB
- Website
- https://petgood.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Petgood is a Stockholm-based pet food company that develops and sells insect-based dry and wet foods, treats, and supplements for dogs and cats, serving individual pet owners and professional breeders across 27 European countries via direct-to-consumer e-commerce, pet retail, pharmacy, and veterinary channels.
- Ownership category
- akta.pro rank
Petgood industry classification
Industry- Product category
- Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991), Animal Food Manufacturing (31111)
- akta.pro primary industry
- Alternative Protein & Sustainable Pet Food (insect/plant/cell-based) (CRADAFAI)
- akta.pro secondary industries
- Wet & Canned Pet Food (AFADAFAB), Dry Pet Food (Kibble) (AFADAFAA)
Keywords
Where Petgood is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Petgood business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Product Sales: Direct e-commerce sales of insect-based pet food and supplements to consumers via petgood.com, with volume-based pricing and subscription options.
- Subscription Revenue: Recurring subscription model offering 15% discount with personalized feeding plans, free shipping over 500 SEK, and no binding period.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Adult dog food - 2 kg |
| Unit Pricing | Monthly | Adult dog food - bulk sizes (4-30 kg) |
| Subscription | Monthly | Adult cat food |
| Subscription | Monthly | Subscription benefits |
| One time/ perpetual license | Monthly | Starter packs |
| Unit Pricing | Monthly | Dog treats and supplements |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
Petgood product offering
Product offeringCore offering
Petgood manufactures and sells premium insect-based dry and wet pet food (and supplements) for dogs and cats, using black soldier fly larvae (Hermetia illucens) protein sourced from Protix in the Netherlands. Products are sold direct-to-consumer via petgood.com with subscription options and personalized feeding plans, and through pet retailers, pharmacies, and veterinary clinics across 27 European countries.
Product overview
Petgood is a Swedish pet food company offering insect-based premium pet food and supplements for dogs and cats. Their product portfolio centers on dry and wet foods made from black soldier fly larvae protein, supplemented by treats, supplements (digestive health, joint support, skin and coat), and merchandise. The company also offers subscription services with personalized feeding plans. All products are developed by veterinarians and nutritionists, with the insect protein sourced from Protix farm in the Netherlands. The company positions itself as a sustainable alternative to traditional meat-based pet foods, claiming 80% lower environmental impact.
Differentiator
Problem solved
Functional benefit
Products and services
- Insect-Based Premium Food - Adult Dog Premium dry food for adult dogs made with insect protein from black soldier fly larvae, featuring prebiotics for gut health and nutrients for skin, coat, and energy. Sold directly to pet owners.
- Insect-Based Premium Food - Puppy Premium dry food formulated for puppies with optimal growth support using insect protein.
- Insect-Based Premium Food - Light/Senior Dog Low-calorie premium dry food for senior or overweight dogs using insect protein.
- Insect-Based Premium Food - Active Dog High-calorie premium dry food for active dogs with increased energy requirements using insect protein.
- Insects & Rice - Adult Dog Easy-to-digest dry food for adult dogs combining insect protein with rice.
- Insect Paté Wet Food - Dog Wet food topping or complete meal for dogs made with insect protein paté.
- Insect-Based Premium Food - Adult Cat Premium dry food for adult cats made with high-quality insect protein, rich in taurine for eye and heart health.
- Insect Paté Wet Food - Cat High meat content wet food pate for cats with insect protein.
- Digestive Health Supplement for Dogs Supplement for dogs with pre- and probiotics for gut health support.
- Joint Supplement for Dogs Dietary supplement for dogs with Swedish blue mussels for joint support.
- Skin and Fur Supplement for Dogs Dietary supplement for dogs supporting skin and coat health.
- Insect-Based Training Treats for Dogs
Quantifiable outcome
- 88% of owners reported improvement in GI symptoms after switching to insect-based food (SLU study)
- +3 more outcomes
Companies that use Petgood
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Petgood technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Petgood partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- ProtixcoreProtix is a leading insect farm located in the Netherlands and the sole supplier of black soldier fly larvae for Petgood's products. Protix operates with 100% renewable energy from solar and wind power and maintains high animal welfare standards. This is a core partnership ensuring supply chain control and quality of the primary ingredient.
- SLU (Swedish University of Agricultural Sciences)coreResearch collaboration with SLU studying food allergies in dogs and the effects of switching to insect-based food. Petgood had a student collaboration in spring 2024 investigating owner experiences with food-allergic dogs switching to insect-based products.
- TestproffsminorIndependent test panel that evaluated Petgood's products, selecting them as best premium food in their Bäst i Test 2024 ranking with 9/10 rating for the entire product range.
- Kustmarkens HundtjänstcoreProfessional breeding and training facility with 30 years of experience managing over 500 working dogs. Serving as Petgood ambassador and breeder, using Petgood exclusively for 2+ years with results including healthy stomachs, perfect body condition, and shiny coats.
- AniCura ShopminorVeterinary clinic chain operating pet retail shop featuring Petgood products.
- Zoo.seminorOnline pet retailer partner selling Petgood products.
- ApoteaminorSwedish online pharmacy retailing Petgood products.
- ApoteketminorSwedish pharmacy chain offering Petgood products.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Petgood competitors and assessment
Company assessmentDirect peers
- Yora (Yora Pet Foods): UK-based insect-protein dog food brand using black soldier fly larvae. Closest direct peer: similar novel-protein positioning, DTC + retail model, and sustainability messaging targeted at health-conscious pet owners in Europe.
- Bug Bakes: UK startup producing insect-based treats and food for dogs using black soldier fly larvae. Comparable in technology (BSF protein), channel mix (DTC plus retail), and target consumer (eco-conscious owners seeking alternative proteins).
- Green Crunchy: Belgian insect-based pet food startup with similar European sustainability focus; direct competitor within Continental European markets.
- Terra Canis: European premium natural pet food brand. Comparable on premium positioning, subscription/retail mix, and target consumer seeking transparency and novel ingredients in the EU market.
Emerging players
- Jiminy's: US-based insect-protein pet food brand (cricket and BSF). Comparable product innovation and sustainability story, but primarily serves North America; useful as a category comp on positioning and pricing.
Regional players
- Wilder Harrier: Singapore-based sustainable dog food brand using black soldier fly larvae protein. Comparable in novel-protein approach and sustainability messaging, but serves the Asia-Pacific market rather than Europe.
Broad incumbents
- Purina (Nestlé): Global mass-market pet food giant launching insect-protein and plant-based lines. Comparable as the dominant conventional pet food competitor whose scale and shelf presence Petgood must displace or partner with to grow category share.
- Mars Petcare: Owner of Royal Canin, Pedigree, and Whiskas, actively investing in alternative-protein pet nutrition. Comparable as a broad incumbent that can compress margins or accelerate category acceptance through its own launches.
- Royal Canin: Premium veterinary-channel pet food brand. Comparable as the established premium incumbency Petgood must displace in veterinary clinics and among breeders seeking optimal nutrition.
Others
- Protix: Netherlands-based insect protein producer and Petgood's sole BSF supplier. Comparable as the upstream ingredient ecosystem participant whose capacity and pricing shape Petgood's cost structure and category feasibility.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Petgood social profiles
Digital presencePetgood financial estimates
Financial estimateRevenue estimate
Valuation estimate
Petgood leadership team
Management profileNumber of profiles
Profiles8 records
Petgood funding detail
Funding detailFunding overview
Funding rounds4 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Petgood M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Petgood
What does Petgood do?
Petgood manufactures and sells premium insect-based dry and wet pet food (and supplements) for dogs and cats, using black soldier fly larvae (Hermetia illucens) protein sourced from Protix in the Netherlands. Products are sold direct-to-consumer via petgood.com with subscription options and personalized feeding plans, and through pet retailers, pharmacies, and veterinary clinics across 27 European countries.
Is Petgood a public or private company?
Petgood is a private company. It is classified as venture growth investor backed and is currently operating.
When was Petgood founded?
Petgood was founded in 2020. It employs 11 to 50 people.
Where is Petgood based?
Petgood is headquartered in Stockholm, Sweden, in the Europe region.
How does Petgood make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are subscription Revenue.
Who are Petgood's main competitors?
Direct peers on record are Yora (Yora Pet Foods), Bug Bakes, Green Crunchy and Terra Canis. Jiminy's is listed as an emerging player. Wilder Harrier is listed as a regional player. Broad incumbents are Purina (Nestlé), Mars Petcare and Royal Canin. Protix is listed as an others.
Does Petgood have an API?
No public API is recorded for Petgood.
What industry is Petgood in?
Petgood's product category is Pet Food. Its primary akta.pro industry code is CRADAFAI, Alternative Protein & Sustainable Pet Food (insect/plant/cell-based), with a secondary code of AFADAFAB, Wet & Canned Pet Food. Its NAICS code is 311111.