Natural Greatness

Name

Natural Greatness

Legal name

The Animal Store Food & Accesories SL

Website

https://naturalgreatness.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Natural Greatness is a privately held Spanish pet food company that produces and distributes natural, grain-free, hypoallergenic dry food, wet food, treats, veterinary diets, and supplements for dogs and cats via direct e-commerce, a B2B portal, and an international distributor network across 100+ countries.

Ownership category

akta.pro rank

Product category

Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Functional & Veterinary Diet Pet Food (CRADAFAF)

akta.pro secondary industries

Companion Animal Therapeutic Diets (Prescription Diets) (HLAMAHAA), Gastrointestinal & Food Sensitivity/Hypoallergenic Diets (HLAMAHAM), Weight Management & Metabolic Health Diets (Obesity, Diabetes) (HLAMAHAK), Fresh & Refrigerated Pet Food (CRADAFAC)

Keywords

• Natural pet food
• Hypoallergenic dog food
• Grain-free cat food
• Veterinary pet diets
• Pet nutritional supplements

Headquarters

HQ city

Ayelo De Malferit

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Food Product Sales: Natural Greatness generates revenue through the sale of natural pet food products including dry food, wet food, snacks, veterinary diets, and nutritional supplements for dogs and cats. Products are sold through direct e-commerce, B2B professional channels, and distributor networks.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Natural Greatness produces and distributes natural, grain-free, hypoallergenic pet food products for dogs and cats, including dry food, wet food, functional treats, dehydrated meat snacks, veterinary diets, and nutritional supplements. The portfolio is built around ancestral diet formulations inspired by wolves and lynxes, using natural ingredients without artificial additives, preservatives, colorings, or flavors, and is sold through direct e-commerce, a B2B professional portal, and a multi-country distributor network.

Product overview

Natural Greatness is a Spanish pet food brand offering a comprehensive portfolio of natural, hypoallergenic products for dogs and cats. The core offering consists of dry food and wet food across multiple product lines: Standard recipes, Sensitive/monoproteic recipes for pets with allergies, and Veterinary diets for specific health conditions. Supporting products include functional treats, dehydrated meat snacks (ONLY MEAT line), and the Norwegian Fjord Salmon Oil nutritional supplement. The company positions itself around ancestral wolf and lynx diets, emphasizing grain-free, natural ingredients without artificial additives, preservatives or GMOs.

Differentiator

Problem solved

Functional benefit

Products and services

• Dry Food for Dogs Premium grain-free natural dry food for dogs with meat content up to 86%, formulated across multiple life stages and sizes, including monoproteic and hypoallergenic variants for pets with sensitivities.
• Wet Food for Dogs Complete and complementary wet food for dogs made with quality meats and functional ingredients including blueberries, pineapple, and papaya.
• Treats for Dogs Natural functional treats for dogs including semi-moist bites and baked cookies formulated with functional ingredients such as glucosamine, chamomile, and turmeric.
• Dehydrated Snacks - ONLY MEAT 100% meat dehydrated snacks for dogs with no added ingredients, preserving maximum nutritional value of the meat.
• Dry Food for Cats Natural dry food for cats with up to 86% meat content and optimal taurine levels, including hypoallergenic variants such as the Top Mountain Sensitive Recipe with rabbit for cats with allergies.
• Wet Food for Cats Complete wet cat food made with quality meats and superfoods, providing moisture and essential nutrients for daily feline nutrition.
• Snacks for Cats Semi-moist functional treats for cats formulated with turkey, pumpkin, and other functional ingredients.
• Vet Diets for Dogs Hypoallergenic, grain-free veterinary diets for dogs addressing specific health conditions including renal issues, obesity, gastrointestinal problems, joint health, and urinary care; available in both dry and wet formats.
• Vet Diets for Cats Hypoallergenic, grain-free veterinary diets for cats addressing renal issues, urinary struvite, obesity, and gastrointestinal conditions; available in both dry and wet formats.
• Norwegian Fjord Salmon Oil Pure salmon oil nutritional supplement extracted from Norwegian fjord salmon, rich in omega-3 fatty acids (EPA, DHA, DPA) for skin, coat, joint, heart health and post-surgery recovery; available in 250ml and 1000ml bottles.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Forthglade: UK natural pet food maker focused on natural, hypoallergenic, grain-free wet and dry recipes. Comparable in clean-label positioning and emphasis on natural ingredients without artificial additives.
• Farmina: Italian premium natural pet food brand with veterinarian-formulated grain-free and ancestral-style recipes, plus a vet diet line. Comparable to Natural Greatness in European origins, natural formulation, and vet-channel reach.
• Orijen: Champion Petfoods' Orijen is a top-tier natural/biologically appropriate pet food brand with extremely high meat content recipes, mirroring Natural Greatness's premium natural positioning and grain-free formulation philosophy.
• Acana: Champion Petfoods' Acana is a premium natural pet food brand built on biologically appropriate, regional ingredient, and ancestral-style formulations — directly overlapping Natural Greatness's positioning around natural, high-meat, ancestral diets.
• Canagan: UK premium grain-free natural pet food brand with high-meat ancestral-style recipes, competing in the same niche as Natural Greatness across European specialty retail.
• Applaws: Natural, high-protein, limited-ingredient pet food brand with a strong European distribution footprint. Overlaps with Natural Greatness on natural, additive-free, single-protein positioning.
• Lily's Kitchen: UK-based natural pet food brand offering natural, grain-free recipes with a strong DTC and specialty retail presence. Directly comparable in premium natural positioning and European market focus.

Broad incumbents

• Royal Canin: Global incumbent with deep veterinary-channel presence and breed/life-stage therapeutic diets. Sets the standard for vet-channel credibility that Natural Greatness must match.
• Wellness Pet Food: Wide-portfolio natural pet food brand with grain-free and natural recipes across dry, wet, and treats. Competes in the same natural premium shelf space as Natural Greatness, especially in the US and Europe.
• Hill's Pet Nutrition: Mass-market incumbent with the leading Prescription Diet veterinary line, directly overlapping Natural Greatness's vet diet portfolio and clinical nutrition positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NGreatness
• YouTubeyoutube.com/@NaturalGreatnessPF
• Facebookfacebook.com/natural.greatnesspetfood
• Instagraminstagram.com/naturalgreatnesspetfood
• TikToktiktok.com/@naturalgreatnesspetfood

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Natural Greatness