Pets Deli
Pets Deli is a Berlin-based direct-to-consumer premium pet food brand serving German dog and cat owners, offering health-focused wet food, dry food, BARF raw meals, snacks, and supplements online with free food consultation and subscription options.
- Company typePrivate
- Founded2017
- HeadquartersBerlin, Germany
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pets Deli does
Pets Deli is a Berlin-based, privately held direct-to-consumer premium pet food brand founded in 2017, serving German dog and cat owners primarily through its e-commerce platform (petsdeli.de). The company positions itself around health-focused, problem-solving nutrition, offering wet food, dry food, BARF (raw) fresh-frozen menus, snacks, nutritional supplements, and accessories. Product formulations avoid grain, sugar, artificial colors, flavors, and preservatives, and are developed in collaboration with veterinarians and nutritionists. The portfolio is organized into specialized sub-brands including Belly+ (postbiotics for gut/digestive health), Hypocare (hypoallergenic recipes), Soft & Shiny (skin and coat), Breed Fit (breed-specific, e.g., bulldogs), and the 1-2-3-BARF simplified raw-feeding concept.
The underlying technology is an e-commerce platform integrated with a digital food advisor (Futterberater), a rules-based online questionnaire (7 questions) that generates personalized food recommendations and has served 12,567+ customers. This self-service tool functions as a primary product-led acquisition and conversion mechanism, complemented by free telephone (15–30 minute) and WhatsApp consultation for personalized recommendations. Customer segmentation follows a hybrid persona/use-case approach spanning dog owners, cat owners, health-conscious owners, and life-stage/breed segments (puppy, senior, bulldog).
The business model combines transactional e-commerce product sales with a recurring subscription (Spar-Abo) offering a 10% discount, providing predictable recurring revenue and retention. Go-to-market is digital-first D2C, supported by content marketing (Pets Deli Magazine), email newsletters, organic social (Facebook, Instagram, #petsdelifamily), and referral/affiliate programs (Petfluencer, Brand Ambassador, Refer-a-Friend). Distribution runs primarily through the own online storefront with free shipping for new customers, supplemented by company-operated physical retail stores and a store-locator trade network. Pricing is not publicly disclosed. The company employs 51-100 people and is led by CEO Jan Billenkamp and co-founder/CEO/Managing Director Tania Moser.
Pets Deli firmographics
Firmographics- Name
- Pets Deli
- Website
- https://petsdeli.de
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Pets Deli is a Berlin-based direct-to-consumer premium pet food brand serving German dog and cat owners, offering health-focused wet food, dry food, BARF raw meals, snacks, and supplements online with free food consultation and subscription options.
- Ownership category
- akta.pro rank
Pets Deli industry classification
Industry- Product category
- Premium Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Fresh & Refrigerated Pet Food (CRADAFAC)
- akta.pro secondary industries
- Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Dry Pet Food (Kibble) (AFADAFAA), Functional & Veterinary Diet Pet Food (CRADAFAF), Pet Health & Wellness Retail (Supplements, OTC, Flea/Tick) (CRALAHAC)
Keywords
Where Pets Deli is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Pets Deli business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- E-commerce Product Sales: Direct online sales of premium pet food and accessories through the petsdeli.de website, including wet food, dry food, BARF fresh menus, snacks, supplements, and accessories.
- Subscription (Spar-Abo): Recurring subscription model offering 10% discount on regular orders, providing predictable recurring revenue and customer retention.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard product pricing without subscription |
| Subscription | Monthly | Spar-Abo Subscription with 10% discount |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Pets Deli product offering
Product offeringCore offering
Pets Deli sells premium, freshly prepared pet food for dogs and cats, including wet food, dry food, BARF raw fresh menus, snacks, nutritional supplements, and accessories, formulated without grain, sugar, artificial colors, flavors, or preservatives. The company operates a direct-to-consumer e-commerce storefront (petsdeli.de), supplemented by physical retail stores and a subscription program (Spar-Abo), and provides free personalized food consultation via phone, WhatsApp, and an online Digital Food Advisor.
Product overview
Pets Deli is a German premium pet food company offering a comprehensive portfolio of products for dogs and cats. The core offerings comprise wet food, dry food, and BARF fresh frozen meals across multiple specialized lines. Key product families include: Belly+ and Belly Balance for digestive health (with postbiotics), Hypo Care/Hypocare for allergies and sensitivities, Soft & Shiny for skin and coat health, Mini and Breed Fit for breed-specific nutrition, Green for insect protein alternatives, and Superfood for functional nutrition. The portfolio is complemented by snacks, nutritional supplements, accessories, and care products. The company provides free food consultation services via phone, WhatsApp, and online tools, along with educational content through its magazine. Product formulations emphasize high-quality meat, fresh vegetables, oils, and herbs while avoiding grains, sugar, artificial colors, flavors, and preservatives. Recipes are developed in collaboration with veterinarians and nutritionists.
Differentiator
Problem solved
Functional benefit
Brands
- Belly+: Product line featuring postbiotics for digestive health support in dogs and cats, including wet food and dry food variants.
- Hypocare
- Soft & Shiny
- 1-2-3-BARF
- Breed Fit
- Functional Snacks
Products and services
- Nassfutter (Wet Food)
Quantifiable outcome
- Digital food advisor has helped 12,567+ customers find suitable pet food
Companies that use Pets Deli
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles3 records
Pets Deli technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pets Deli partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- Trusted ShopsminorTrusted Shops seal displayed on website for customer trust and review verification.
- Reviews.iominorCookiebot integration with Reviews.io for customer review functionality.
- DHL GoGreen PlusminorSustainable shipping partner using DHL GoGreen Plus for carbon-offset deliveries.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Pets Deli competitors and assessment
Company assessmentDirect peers
- Butternut Box: UK D2C fresh, human-grade dog food subscription brand. Comparable in direct-to-consumer subscription model, fresh/premium positioning, and veterinary-formulated recipes.
- Terra Canis: German premium dog food brand with a strong BARF/raw and fresh product line, sold online and through specialty retail. Closely comparable to Pets Deli's 1-2-3-BARF concept and premium positioning.
- Lily's Kitchen: UK-based premium natural pet food brand sold via own e-commerce and third-party retail. Comparable in premium natural pet food positioning and omni-channel distribution strategy.
- Zooplus: Europe's largest online pet retailer, headquartered in Germany. Comparable as a German-based pet e-commerce destination, though Zooplus is a multi-brand marketplace rather than an owned-brand operator.
- Wildborn (formerly Wildcraft): German D2C premium dog food brand with online direct-to-consumer sales and breed/lifestyle-specific product lines. Highly comparable in business model, premium positioning, and Germany focus.
Emerging players
- Tundra: Nordic D2C fresh dog food subscription brand. Comparable in direct-to-consumer subscription model and fresh/refrigerated premium positioning, though operating in a different European geography.
Broad incumbents
- Royal Canin (Mars Petcare): Global premium pet food brand with strong veterinary-channel presence. Comparable in breed-specific and functional nutrition positioning that Pets Deli targets with Breed Fit and Belly+ lines.
- Hill's Pet Nutrition (Colgate-Palmolive): Global science-led pet food brand with veterinary therapeutic lines. Comparable as a veterinarian-endorsed premium pet food player and potential competitor in the therapeutic diet space.
- Fressnapf: Europe's largest pet supplies retail chain, dominant in Germany with both physical stores and a strong online shop. Comparable in offering pet food and accessories to German consumers across premium and mass tiers.
- Futterhaus: German specialty pet retail chain with physical stores and online presence. Comparable as a multi-channel German pet food and accessories retailer, though more mass-market oriented.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Pets Deli social profiles
Digital presencePets Deli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pets Deli leadership team
Management profileNumber of profiles
Profiles2 records
Pets Deli funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pets Deli 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 Pets Deli
What does Pets Deli do?
Pets Deli sells premium, freshly prepared pet food for dogs and cats, including wet food, dry food, BARF raw fresh menus, snacks, nutritional supplements, and accessories, formulated without grain, sugar, artificial colors, flavors, or preservatives. The company operates a direct-to-consumer e-commerce storefront (petsdeli.de), supplemented by physical retail stores and a subscription program (Spar-Abo), and provides free personalized food consultation via phone, WhatsApp, and an online Digital Food Advisor.
Is Pets Deli a public or private company?
Pets Deli is a private company. It is classified as venture growth investor backed and is currently operating.
When was Pets Deli founded?
Pets Deli was founded in 2017. It employs 51 to 100 people.
Where is Pets Deli based?
Pets Deli is headquartered in Berlin, Germany, in the Europe region.
How does Pets Deli make money?
Two revenue lines are on record. E-commerce Product Sales are the primary driver. The others are subscription (Spar-Abo).
Who are Pets Deli's main competitors?
Direct peers on record are Butternut Box, Terra Canis, Lily's Kitchen, Zooplus and Wildborn (formerly Wildcraft). Tundra is listed as an emerging player. Broad incumbents are Royal Canin (Mars Petcare), Hill's Pet Nutrition (Colgate-Palmolive), Fressnapf and Futterhaus.
Does Pets Deli have an API?
No public API is recorded for Pets Deli.
What industry is Pets Deli in?
Pets Deli's product category is Premium Pet Food. Its primary akta.pro industry code is CRADAFAC, Fresh & Refrigerated Pet Food, with a secondary code of CRADAFAB, Wet/Canned & Pouch Food (Dog & Cat). Its NAICS code is 311111 and its SIC code is 2000.