La Normandise
La Normandise (NORMANDISE Pet Food) is a French family-owned wet pet food manufacturer producing 3 million units daily across 600+ recipes, serving consumers via the ÉQUILIBRE & INSTINCT, Les Repas Plaisir, and Diana Eco Oscar brands and retailers via B2B private-label and copacking services from an automated Vire facility.
- Company typePrivate
- Founded1991
- HeadquartersVire, France
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What La Normandise does
La Normandise (operating as NORMANDISE Pet Food) is a French family-owned manufacturer of wet pet food for dogs and cats, headquartered in Vire, Normandy. Founded in 1991 by veterinary doctor Christian Duquesne and his wife Catherine, the company runs a fully automated 45,000 m2 production facility alongside a 25,000 m2 logistics platform, producing 3 million units per day across 600+ recipes and approximately ten product ranges, and now employs more than 900 people. It self-describes as the N°1 French manufacturer of pet food pouches and trays (N°3 in Europe) and operates 24/7, 360 days a year.
The company runs three concurrent business lines. Its proprietary brands — ÉQUILIBRE & INSTINCT (premium, including a 2024-launched veterinary diet extension), Les Repas Plaisir (gourmet, positioned as the first 100% French wet pet food brand), and Diana Eco Oscar (value) — are distributed broadly across French hypermarkets and supermarkets (Leclerc, Auchan, Hyper U, Super U, ITM/Intermarché, Carrefour, Systeme U), supplemented by a direct factory boutique in Vire. In parallel, it offers B2B private-label and copacking services to retailers and brands, leveraging its R&D recipe catalogue, multiple certifications (IFS Food, BRC-GS, ISO 14001, ISO 50001, MSC, ASC, Sedex, organic), and packaging flexibility (pouches, trays, and 2024-launched TETRA RECART bricks). In 2025, financed by an undisclosed funding round, the company established wholly-owned subsidiaries in Canada, Mexico, and the United Kingdom, and announced a US subsidiary for October 2025 as part of a coordinated international expansion.
La Normandise firmographics
Firmographics- Name
- La Normandise
- Legal name
- LA NORMANDISE
- Website
- https://lanormandise.fr
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- La Normandise (NORMANDISE Pet Food) is a French family-owned wet pet food manufacturer producing 3 million units daily across 600+ recipes, serving consumers via the ÉQUILIBRE & INSTINCT, Les Repas Plaisir, and Diana Eco Oscar brands and retailers via B2B private-label and copacking services from an automated Vire facility.
- Ownership category
- akta.pro rank
Where La Normandise is headquartered
LocationHeadquarters
- HQ city
- Vire
- HQ country
- France
- HQ region
- Europe
Offices3 records
Markets served
La Normandise business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Own Brand Pet Food Sales: Sale of proprietary branded wet pet food products under ÉQUILIBRE & INSTINCT (premium), Les Repas Plaisir (gourmet), and DIANA ECO OSCAR (value) brands through retail chains, supermarkets, and direct sales in France and internationally.
- Private Label / Copacking Manufacturing: Bespoke manufacturing services where the company produces wet pet food products under client brands, using either the company's existing recipe catalogue (600+ recipes) or client-developed formulations. Services cover recipe design, production, packaging, and logistics.
- Contract Packaging (Conditionnement): Packaging and copacking services for third-party products in pouches, trays, and brick formats at the company's automated facility.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | ÉQUILIBRE & INSTINCT — Premium wet pet food |
| Unit Pricing | Pay-as-you-go | Les Repas Plaisir — Gourmet wet pet food |
| Unit Pricing | Pay-as-you-go | DIANA ECO OSCAR — Value wet pet food |
| Other | Multi-year contract | Bespoke/Private Label Manufacturing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
La Normandise product offering
Product offeringCore offering
La Normandise manufactures wet pet food (pouches, trays, and TETRA RECART bricks) for dogs and cats, selling its own brands (ÉQUILIBRE & INSTINCT, Les Repas Plaisir, Diana Eco Oscar) to consumers via retail and direct sales, while providing private label and copacking manufacturing plus contract packaging services to retailers and pet food brands. Founded by veterinarians, the company combines animal nutrition expertise with fully automated industrial production at a 45,000 m² facility in Normandy.
Differentiator
Problem solved
Functional benefit
Brands
- ÉQUILIBRE & INSTINCT: Premium foods of high nutritional quality for dogs and cats, respecting the nature of companion pets. Includes veterinary food line.
- Les Repas Plaisir
- Diana Eco Oscar
Products and services
- ÉQUILIBRE & INSTINCT (premium wet pet food brand) Premium wet pet food brand of high nutritional quality for dogs and cats, marketed to health-conscious pet owners, later extended with veterinary diet foods. Includes formats such as pouches, trays, and now TETRA RECART bricks.
- Les Repas Plaisir (gourmet wet pet food brand) Gourmet, complete and balanced wet pet food line for dogs and cats, positioned as 'petits compagnons, grandes attentions', distributed across French GSA/GSS retail chains (Leclerc, Auchan, Hyper U, Super U, Intermarché, Carrefour).
- Diana Eco Oscar (value wet pet food brand) Value-priced complete wet pet food line for cost-conscious cat and dog owners, sold through mass-market retail.
- TETRA RECART® Brick wet pet food (90g, 190g, 380g) Wet pet food packaged in recyclable TETRA RECART® bricks developed with Tetra Pak, marketed under Normandise's own brands as a sustainable lightweight alternative to traditional tin cans (33% lower environmental impact).
- Private Label / Bespoke Manufacturing (Fabrication à façon) B2B contract manufacturing service where Normandise produces wet pet food under client brands for retailers and distributors, leveraging the company's 600+ recipes or client-developed formulations, covering recipe design, production, packaging, and logistics.
- Contract Packaging (Conditionnement) for wet pet food B2B copacking and packaging service using the company's automated pouches, trays, and brick packaging lines to package third-party wet pet food products on a contract basis.
Quantifiable outcome
- Reduced packaging environmental impact by 33% compared to traditional tin cans
- +5 more outcomes
Companies that use La Normandise
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
La Normandise technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
La Normandise partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- FACCO (Fédération des Fabricants d'Aliments pour Chiens, Chats, Oiseaux et autres Animaux Familiers)coreFACCO is the French Federation of Pet Food Manufacturers. NORMANDISE Pet Food partners with FACCO as part of its industry promotion activities, contributing to the collective representation and advocacy of the French pet food industry.
- FEDIAF (European Pet Food Industry Federation)coreFEDIAF is the European umbrella organization for the pet food industry. NORMANDISE participates in FEDIAF activities representing the European pet food sector at the continental level.
- Handi'ChiensminorHandi'Chiens is a charity that trains assistance dogs for people with disabilities. NORMANDISE supports Handi'Chiens as part of its animal welfare and prevention commitment.
- AD Normandie (Agence de Développement pour la Normandie)minorRegional development agency for Normandy. NORMANDISE partners with AD Normandie for regional economic promotion and territorial development activities.
- ADEME (Agence de la Transition Écologique)minorFrench ecological transition agency. NORMANDISE works with ADEME on environmental initiatives including waste heat recovery, solar panel installation, and water consumption reduction projects.
- French Fab / Communauté du Coq VertminorFrench Fab is a collective representing French industry, supported by Bpifrance. NORMANDISE is labeled French Fab and participates in the Coq Vert community of environmentally committed French companies.
- Tetra PakcoreTetra Pak developed a new packaging solution specifically for NORMANDISE — the TETRA RECART brick format for wet pet food. This innovation, highlighted in November 2024, enables the use of recyclable, lightweight packaging. NORMANDISE produced the first pet food in TETRA RECART bricks in 2024.
- Agrigaz (Methanization Plant)coreAgrigaz is a nearby methanization plant powered by the waste heat network from NORMANDISE's production facility. The heat network (2.5+ km round trip) supplies energy to the methanization plant, which in turn provides biogas for the factory's production needs, covering approximately 25% of the company's gas requirements.
- 150+ Animal Welfare Associations (France)minorNORMANDISE supports more than 100 animal welfare associations, refuges, and shelters across France through donations of approximately 846 pallets of pet food per year. Partners include FACCO, FEDIAF, Handi'Chiens, SPA Paris, and many local associations.
- FEEF (Fédération des Entreprises et Entrepreneurs de France)minorFEEF is a French SME employer federation. NORMANDISE's participation supports industry promotion and potentially provides networking with distribution channel partners.
- Local ESATs (Établissements et Services d'Aide par le Travail)minorPartnership with local sheltered employment establishments (ESATs) for social inclusion. NORMANDISE integrates 60 disabled workers into its workforce through these partnerships, demonstrating commitment to social responsibility.
- Inter-Company Crèche (Local)minorNORMANDISE supports a local inter-company childcare facility by allocating 4 full-time childcare places for employees' children, supporting work-life balance.
Scale indicators14 records
Recent moves14 records
Expansion highlights6 records
La Normandise competitors and assessment
Company assessmentDirect peers
- Affinity Petcare: Spanish-headquartered pet food manufacturer owned by Agrolimen, producing wet and dry food for cats and dogs across multiple European brands. Direct competitor to NORMANDISE in European wet pet food retail and private-label markets.
- Butcher's Pet Care: UK heritage brand focused on natural wet and dry dog food. Comparable to NORMANDISE on family-owned mid-market wet food manufacturing with grocery-led distribution in the UK and Europe.
- Almo Nature: Italy-based premium pet food brand with strong wet food (tray/pouch) portfolio. Closely comparable to NORMANDISE on premium wet positioning, European distribution and brand-led marketing in the same channels.
- Schesir: Italian premium wet pet food brand specializing in pouch and tray formats for cats and dogs. Comparable to NORMANDISE's ÉQUILIBRE & INSTINCT and Les Repas Plaisir lines on premium wet positioning and pan-European retail distribution.
- MPM Products (Applaws / Encore): UK-based pet food company behind Applaws, a premium natural wet food brand. Comparable to NORMANDISE on natural/limited-ingredient positioning and similar retail customer profile across European specialty and grocery channels.
Broad incumbents
- Mars Petcare: World's largest pet food company, owner of Royal Canin, Pedigree, Whiskas, Cesar and Sheba. Overlaps with NORMANDISE across wet food (Cesar, Sheba) and premium/therapeutic nutrition (Royal Canin), representing both a customer-type and a major competitive threat.
- Hill's Pet Nutrition: Colgate-Palmolive-owned pet food company specializing in science-led and veterinary/therapeutic nutrition. Comparable to NORMANDISE's veterinary diet line under ÉQUILIBRE & INSTINCT, with much larger scale in prescription and clinical channels.
- Nestlé Purina PetCare: Global pet food leader within Nestlé, with extensive wet and dry cat/dog portfolios including Felix, Gourmet and Pro Plan. Broad incumbent across all categories in which NORMANDISE competes, with vastly greater scale and marketing firepower.
Others
- Tetra Pak: Global packaging supplier that co-developed the TETRA RECART brick format with NORMANDISE. Not a competitor but a key enabling partner whose packaging technology underpins NORMANDISE's recyclable wet food offering.
Emerging players
- Terra Canis / Pets Deli: Premium fresh and gently cooked pet food brands serving health-conscious European pet owners via specialty retail and D2C. Comparable to NORMANDISE on premium positioning but competing via a fundamentally different (fresh/refrigerated) format.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
La Normandise social profiles
Digital presenceLa Normandise financial estimates
Financial estimateRevenue estimate
Valuation estimate
La Normandise leadership team
Management profileNumber of profiles
Profiles5 records
La Normandise subsidiaries and ownership
Company hierarchySubsidiaries3 records
La Normandise funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
La Normandise 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 La Normandise
What does La Normandise do?
La Normandise manufactures wet pet food (pouches, trays, and TETRA RECART bricks) for dogs and cats, selling its own brands (ÉQUILIBRE & INSTINCT, Les Repas Plaisir, Diana Eco Oscar) to consumers via retail and direct sales, while providing private label and copacking manufacturing plus contract packaging services to retailers and pet food brands. Founded by veterinarians, the company combines animal nutrition expertise with fully automated industrial production at a 45,000 m² facility in Normandy.
Is La Normandise a public or private company?
La Normandise is a private company. It is classified as family owned and is currently operating.
When was La Normandise founded?
La Normandise was founded in 1991. It employs 501 to 1,000 people.
Where is La Normandise based?
La Normandise is headquartered in Vire, France, in the Europe region.
How does La Normandise make money?
Three revenue lines are on record. Own Brand Pet Food Sales are the primary driver. The others are private Label / Copacking Manufacturing and contract Packaging (Conditionnement).
Who are La Normandise's main competitors?
Direct peers on record are Affinity Petcare, Butcher's Pet Care, Almo Nature, Schesir and MPM Products (Applaws / Encore). Broad incumbents are Mars Petcare, Hill's Pet Nutrition and Nestlé Purina PetCare. Tetra Pak is listed as an others. Terra Canis / Pets Deli is listed as an emerging player.
Does La Normandise have an API?
No public API is recorded for La Normandise.