Petgood

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

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

• Insect protein pet food
• Sustainable pet nutrition
• Novel protein pet food
• Black soldier fly feed
• Eco-friendly pet food

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. 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.
2. Subscription Revenue: Recurring subscription model offering 15% discount with personalized feeding plans, free shipping over 500 SEK, and no binding period.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core 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

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• ProtixcoreStrategic or Co-development PartnerProtix 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)coreStrategic or Co-development PartnerResearch 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.
• TestproffsminorOthersIndependent 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 HundtjänstcoreGTM or Marketing PartnerProfessional 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 ShopminorChannel Partner/ Reseller/ DistributorVeterinary clinic chain operating pet retail shop featuring Petgood products.
• Zoo.seminorChannel Partner/ Reseller/ DistributorOnline pet retailer partner selling Petgood products.
• ApoteaminorChannel Partner/ Reseller/ DistributorSwedish online pharmacy retailing Petgood products.
• ApoteketminorChannel Partner/ Reseller/ DistributorSwedish pharmacy chain offering Petgood products.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• YouTubeyoutube.com/channel/UCr6HL9nCTA41Wo_06dP4AWw?app=desktop
• Facebookfacebook.com/petgood.official
• Instagraminstagram.com/petgood.global
• TikToktiktok.com/@petgood.global

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds4 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Petgood