Innovad
Innovad Group is a Belgium-based specialty animal health and nutrition platform producing plant-based feed additives, bio-monitoring diagnostics, and botanicals for veterinarians, nutritionists, feed companies, and livestock producers across 75 countries, with operations scaled via 15 legal entities and in-house manufacturing.
- Company typePrivate
- Founded2010
- HeadquartersAntwerp, Belgium
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Innovad does
Innovad Group is a Belgian-headquartered, specialty animal health and nutrition platform serving poultry, swine, ruminants, and dairy producers across 75 countries. Founded in 2010 and based in Antwerp, the group employs approximately 210 people across 15 local operating legal entities and produces 45,000 tons of products annually through a combination of in-house facilities in Belgium, Brazil, and Italy plus tolling partners in Switzerland and Italy. The portfolio spans bio-monitoring diagnostics (Biomonitoring+), plant-based phytogenic feed additives (Herbonis, including the flagship Panbonis), feed fragrances (Scentarom), concentrates for home-mixing farmers (AddCo), and upcycled, plant-based gut-health products (Oligobasics), serving veterinarians, nutritionists, feed companies, integrators, and producers primarily in livestock farming.
The business operates a solutions-driven, enterprise field-sales model with direct customer engagement supported by localized legal entities. Revenue is generated predominantly through one-time purchases of specialty feed ingredients, additives, and diagnostic services, with pricing not publicly disclosed. Under IK Partners ownership since 2021, the group executed three acquisitions (Scentarom in 2022; Herbonis and Wyreside in 2023; Oligobasics in 2023/2024), launched Biomonitoring+, and signed a long-term exclusive supply agreement with ChainCraft for sustainable circular fatty acids. In December 2025, PAI Partners announced a definitive agreement to acquire the group from IK Partners, with management led by CEO Ben Letor reinvesting; the deal is expected to close in Q1 2026.
Innovad firmographics
Firmographics- Name
- Innovad
- Legal name
- Innovad Group
- Website
- https://innovadgroup.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Innovad Group is a Belgium-based specialty animal health and nutrition platform producing plant-based feed additives, bio-monitoring diagnostics, and botanicals for veterinarians, nutritionists, feed companies, and livestock producers across 75 countries, with operations scaled via 15 legal entities and in-house manufacturing.
- Ownership category
- akta.pro rank
Innovad industry classification
Industry- Product category
- Animal Feed Additives
- NAICS
- Animal Food Manufacturing (3111), Other Animal Food Manufacturing (311119)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200), In Vitro & In Vivo Diagnostic Substances (2835)
- akta.pro primary industry
- Livestock & Poultry Nutrition (Feed & Premixes) (HLAMAHAD)
- akta.pro secondary industries
- Non-Antibiotic Health & Performance Supplements (Immune, Gut Health, Stress/Heat Support) (AFADALAO), Phytogenics & Botanicals (Essential Oils, Plant Extracts) (AFADAKAF), Flavorings, Sweeteners & Palatability Enhancers (AFADALAI)
Keywords
Where Innovad is headquartered
LocationHeadquarters
- HQ city
- Antwerp
- HQ country
- Belgium
- HQ region
- Europe
Offices5 records
Markets served
Innovad business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Specialty Feed Additives: Revenue generated from selling specialty feed additives including natural feed additives, gut health solutions, and immunity products to the animal health industry.
- Animal Health Diagnostics: Revenue from bio-monitoring tools and health diagnostics that provide insights into animal health, supporting veterinarians, nutritionists and farmers in making informed decisions.
- Primary Ingredients and Botanicals: Following acquisitions (Herbonis, Scentarom, Oligobasics), the company expanded into primary ingredients and botanicals, strengthening its portfolio of natural specialty feed ingredients.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Innovad product offering
Product offeringCore offering
Innovad is a global supplier of animal health and nutrition solutions that develops, manufactures, and sells specialty feed additives (natural, plant-based, and non-medicated), primary botanical ingredients, and the Biomonitoring+ diagnostic platform for early detection of health disorders in pigs, poultry, ruminants, and aquaculture. The company sells its products and diagnostic services to commercial farmers, home-mixers, integrators, feed companies, veterinarians, and nutritionists across more than 60 countries.
Product overview
Innovad Group operates as a multi-brand platform offering animal health and nutrition solutions. The company is organized around two core brands: Innovad (specializing in bio-monitoring tools and solution-driven additives) and Herbonis (specializing in natural, plant-based feed additives including the flagship Panbonis product). The portfolio is supplemented by family brands including Scentarom (fragrances for feed), AddCo (concentrates for home-mixing farmers), and Oligobasics (upcycled plant-based gut health products from Brazil). Wyreside, acquired as part of the Herbonis deal, now trades as Innovad Group UK. The company also offers the Biomonitoring+ platform for toxins control and health diagnostics. Products range from advanced diagnostics to natural feed additives, serving veterinarians, nutritionists, and farmers across 75 countries.
Differentiator
Problem solved
Functional benefit
Brands
- Innovad: Trusted leader in solution-driven additives for animal health, specializing in bio-monitoring tools that provide critical insights into animal disorders and diseases. Brand positioning: 'Create Trust & Care'.
- Herbonis
- Scentarom
- AddCo
- Oligobasics
Products and services
- Innovad specialty feed additives (core brand portfolio) Flagship portfolio of natural, plant-based, and non-medicated specialty feed additives developed and manufactured by Innovad for pigs, poultry, ruminants, and aquaculture. Sold B2B to integrators, feed companies, veterinarians, nutritionists, and farmers in more than 60 countries.
- Panbonis Flagship Innovad product based on sustainable fatty acids produced via fermentation, positioned as a natural, non-medicated solution for pig and poultry health and performance.
- Herbonis (plant-based primary ingredients) Plant-based primary ingredients and botanicals supplied to the animal feed industry. Herbonis operates as a dedicated legal entity (Herbonis South Africa is referenced) within the Innovad group.
- Scentarom Specialty fragrance and palatability solutions for animal feed, sold as feed additives to improve feed intake and acceptance in livestock species.
- AddCo Concentrate packs of specialty feed additives designed for home-mixing farmers who formulate their own feed on farm, providing convenient, pre-dosed additive solutions.
- Oligobasics Plant-based solutions targeting gut health in livestock, positioned within Innovad's natural, non-medicated specialty additives portfolio.
- Biomonitoring+ Diagnostic platform offering on-farm sampling kits and services for the early detection of health disorders in livestock, used by veterinarians, nutritionists, and producers to guide nutritional interventions using Innovad's additive portfolio.
Quantifiable outcome
- 50-80% carbon footprint reduction compared to fossil or palm-based alternatives
- +1 more outcomes
Companies that use Innovad
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
Innovad technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Innovad partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and flagship.
- WyresidecoreWyreside, formerly an affiliate of Herbonis based in the UK, officially started trading under the Innovad Group name in July 2025. This transition reflects strategic alignment with Innovad Group's global organization focused on natural, science-driven solutions for animal health and nutrition.
- ChainCraftflagshipInnovad Group entered a long-term exclusive supply agreement with ChainCraft for butyric acid and sustainable fatty acids. ChainCraft supplies high-purity fatty acids produced from agri-food residues through advanced fermentation technology. Innovad integrates these ingredients into innovative branded feed applications supporting gut health, offering 50-80% carbon footprint reduction compared to fossil or palm-based alternatives. The first industrial-scale delivery was received in December 2025.
- HerboniscoreInnovad acquired Herbonis, a Swiss-based company specializing in herbal feed ingredients, along with its UK affiliate Wyreside. The acquisition strengthened Innovad's portfolio of natural specialty feed ingredients and supported expansion into primary ingredients and botanicals. Herbonis specializes in plant-based, scientifically-proven ingredients like Panbonis.
- OligobasicscoreInnovad acquired Oligobasics, a company based in Brazil offering upcycled, plant-based gut health products with patented formulations. The acquisition enhanced Innovad's product portfolio in the gut health segment.
- ScentaromcoreInnovad acquired Scentarom in March 2022. Scentarom is a developer and manufacturer of high-quality fragrances for the feed industry, bringing unique strengths in flavor and aroma solutions for animal feed.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
Innovad competitors and assessment
Company assessmentDirect peers
- Alltech: Global animal nutrition company focused on natural feed additives, gut health, and immune solutions — directly overlapping with Innovad's specialty feed additives and Herbonis phytogenics portfolio, serving the same swine, poultry, and ruminant customers.
- Phibro Animal Health: Animal health and nutrition company with specialty feed additives for poultry, swine, and dairy — competes head-to-head with Innovad in nutritional specialties and shares a similar mid-market, multi-species go-to-market.
- Kemin Industries: Privately held ingredient manufacturer with deep expertise in plant-based feed additives, gut health, and palatability solutions — closely mirrors Innovad's Herbonis, Scentarom, and Oligobasics franchises across livestock species.
- Adisseo: Specialty feed additives producer (methionine, vitamins, enzymes) serving poultry and swine — comparable in product mix targeting performance and gut health, and now part of China National Bluestar, providing both competition and partnership dynamics.
- Orffa: Belgian-Dutch specialty feed additives distributor and formulator focused on nutritional specialties and exotic ingredients — directly comparable European-headquartered player serving swine, poultry, and ruminant markets with a similar solutions-led model.
Broad incumbents
- Pancosma (ADM Animal Nutrition): Plant-based bioactive and phytogenic feed additive specialist now part of ADM's Animal Nutrition division — directly comparable product portfolio to Herbonis/Panbonis, with the scale and distribution of a global agribusiness incumbent.
- DSM-Firmenich (Animal Nutrition & Health): Global leader in animal nutrition and health (post-Biomin integration) offering feed additives, performance solutions, and diagnostics — competes broadly with Innovad across gut health, mycotoxin management, and biomonitoring while having far greater scale.
- Elanco Animal Health: Large diversified animal health company with growing nutritional health and feed additive exposure — overlaps with Innovad's gut health and immunity solutions, particularly in poultry and swine, though at materially larger scale.
- Cargill Animal Nutrition: One of the largest global animal nutrition players with full feed, premix, and specialty additives portfolio — competes on customer access and bundled offerings, though Innovad's specialty/natural positioning differentiates against its broader portfolio.
Emerging players
- Vitafor: Belgian-headquartered specialty animal nutrition company focused on nutritional solutions for livestock — comparable in scale and geography, with overlapping focus on natural and science-backed feed solutions for European integrators.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Innovad social profiles
Digital presenceInnovad financial estimates
Financial estimateRevenue estimate
Valuation estimate
Innovad leadership team
Management profileNumber of profiles
Profiles4 records
Innovad subsidiaries and ownership
Company hierarchySubsidiaries5 records
Innovad funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Innovad M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Innovad
What does Innovad do?
Innovad is a global supplier of animal health and nutrition solutions that develops, manufactures, and sells specialty feed additives (natural, plant-based, and non-medicated), primary botanical ingredients, and the Biomonitoring+ diagnostic platform for early detection of health disorders in pigs, poultry, ruminants, and aquaculture. The company sells its products and diagnostic services to commercial farmers, home-mixers, integrators, feed companies, veterinarians, and nutritionists across more than 60 countries.
Is Innovad a public or private company?
Innovad is a private company. It is classified as private equity controlled and is currently operating.
When was Innovad founded?
Innovad was founded in 2010. It employs 101 to 250 people.
Where is Innovad based?
Innovad is headquartered in Antwerp, Belgium, in the Europe region.
How does Innovad make money?
Three revenue lines are on record. Specialty Feed Additives are the primary driver. The others are animal Health Diagnostics and primary Ingredients and Botanicals.
Who are Innovad's main competitors?
Direct peers on record are Alltech, Phibro Animal Health, Kemin Industries, Adisseo and Orffa. Broad incumbents are Pancosma (ADM Animal Nutrition), DSM-Firmenich (Animal Nutrition & Health), Elanco Animal Health and Cargill Animal Nutrition. Vitafor is listed as an emerging player.
Does Innovad have an API?
No public API is recorded for Innovad.
What industry is Innovad in?
Innovad's product category is Animal Feed Additives. Its primary akta.pro industry code is HLAMAHAD, Livestock & Poultry Nutrition (Feed & Premixes), with a secondary code of AFADALAO, Non-Antibiotic Health & Performance Supplements (Immune, Gut Health, Stress/Heat Support). Its NAICS code is 3111 and its SIC code is 200.