Best Friend

What Best Friend does

Best Friend is a Nordic pet products company founded in 1974 and operating as a direct-to-consumer e-commerce brand across Finland, Sweden, and Denmark under separate legal entities (Best Friend Finland, Best Friend Sweden AB, Best Friend Denmark A/S). The company sells a comprehensive range of pet food, treats, chews, accessories, grooming products, and hygiene items for dogs, cats, and rodents through its own online storefront at bestfriend.com, with localized language support and customer service in each country. Best Friend is a subsidiary within Nordic Pet Care Group, a privately held Nordic conglomerate focused on pet products.

The company's core technology is product formulation rather than software. Best Friend's portfolio is organized around multiple sub-brands: Bilanx (veterinarian-developed cat food across life stages), Naturals (high-meat dog treats), Care+ (functional treats with collagen and calcium for joints, bones, skin, coat, and dental care), WellDone (meat sticks with >90% meat content), Nordic (sustainably sourced elk, deer, and ox hide chews manufactured in Finland in partnership with Kokkolan Nahka), 3in1, Double, Pure (combination and single-protein chews), and Festival (veterinarian-developed rodent and rabbit food). Best Friend emphasizes recyclable packaging, locally sourced Nordic ingredients, veterinarian collaboration, and offers a 100% taste/satisfaction guarantee on snack, food, and cat litter products.

Best Friend's business model is one-time-purchase direct-to-consumer e-commerce with no disclosed subscription, retail, or B2B channel. Revenue is generated through three streams: pet food products (dog, cat, rodent dry and wet food), pet treats and chews (functional, training, and recreational), and pet accessories (litter, grooming, collars, beds, toys). Marketing is conducted through organic social channels (Instagram @bestfriendfi, Facebook BestFriendFI) and an extensive on-site educational content library covering training, dental care, sustainability, and product guidance. Pricing is not publicly disclosed. The company holds memberships in the Pet Sustainability Coalition (since 2023), Amfori/BSCI (since 2010), and participates in CDP carbon disclosure, with public 2025 and 2030 sustainability targets covering carbon neutrality, CO2 reduction, and recyclable packaging.

Name

Best Friend

Legal name

Best Friend

Website

https://bestfriend.com

Company type

Private

Founded year

1974

Operating status

Operating

Short description

Best Friend is a Nordic direct-to-consumer pet products company founded in 1974, selling food, treats, chews, and accessories for dogs, cats, and rodents through bestfriend.com across Finland, Sweden, and Denmark.

Ownership category

akta.pro rank

Headquarters

HQ city

Kuopio

HQ country

Finland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Food Products: Revenue from selling pet food products including dry food, wet food, and complete meals for dogs, cats, and rodents. Products like Bilanx cat food, Balance dog food, and Festival rodent food.
2. Pet Treats and Chews: Revenue from selling treats including Naturals, Care+, WellDone series, and various chew bones. These are one-time purchase products sold through e-commerce.
3. Pet Accessories: Revenue from pet accessories including toys, grooming products, hygiene products, collars, leashes, cat litter, and other pet care items.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Best Friend is a Nordic pet products company that formulates, brands, and sells pet food, treats, chews, and accessories for dogs, cats, and rodents. The company offers multiple sub-brands including Bilanx (veterinarian-developed cat food), Naturals (premium meat treats), Care+ (wellbeing treats), WellDone (high-meat sticks), Nordic (sustainable chews from Finnish elk/deer/ox), and Festival (rodent food). All products are sold directly to pet owners through the company's own e-commerce storefront.

Product overview

Best Friend is a Nordic pet supplies company offering comprehensive product ranges for dogs, cats, and rodents under multiple sub-brands. For dogs, the portfolio includes Best Friend Naturals (premium meat treats), Best Friend Care+ (wellbeing-focused treats with collagen and calcium), Best Friend WellDone (high-meat meat sticks over 90%), Best Friend Nordic (sustainable Nordic-sourced crunchy chews from elk/deer), Best Friend 3in1 (multi-flavor combination chews), Best Friend Double (real fillet-coated chews), Best Friend Pure (classic single-protein chews), Nordic Mini Bits and Natural Bites (training treats). For cats, Bilanx provides veterinarian-developed dry and wet food for all life stages, while Best Friend Cattia offers premium clumping cat litter. The Festival sub-brand serves rodents with veterinarian-developed food, hay, and accessories. Additional products include dental care, grooming tools, beds, collars, harnesses, leashes, and puppy supplies. The company emphasizes Nordic-sourced ingredients, sustainability, and product safety as core differentiators.

Differentiator

Problem solved

Functional benefit

Brands

• Naturals: High-quality, meaty dog treats with simple recipes containing mainly meat as the main ingredient
• Care+
• WellDone
• Bilanx
• Festival
• Nordic

Products and services

• Best Friend Naturals Premium dog treat line featuring high-meat content treats including chicken heart, chicken fillet, duck fillet, and chicken twists. Simple recipes with minimal ingredients focused on quality protein sources. Targeted at dog owners seeking natural, high-protein treats.
• Best Friend Care+ Dog treats and chews supporting pet wellbeing, including collagen chews for joint/bone/skin health, calcium bones for dental care, and protein loops (salmon, duck, chicken) for daily nutrition. Targeted at dog owners seeking functional health-supporting treats.
• Best Friend WellDone Premium meat sticks with over 90% meat content, available in ox, game, and chicken flavors. Grain-free and sugar-free treats suitable for training and rewarding. Targeted at dog owners seeking high-protein, low-carbohydrate treats.
• Best Friend Nordic Crunchy chews made from Nordic elk, deer, and ox hides, with some varieties containing Finnish chicken or pork. Hypoallergenic options available. Sustainably sourced from Nordic wilderness and locally manufactured in Finland. Targeted at dog owners seeking natural, sustainable, Nordic-sourced chews.
• Best Friend 3in1 Combination chews featuring three flavors and textures (chicken, duck, carrot fillings) in various shapes including twist rolls, kebabs, and shashliks. Wheat-free and low-fat options. Targeted at dog owners seeking variety chew products.
• Best Friend Double Dog chews covered with real chicken or duck fillet. Features various textures including chew rolls, munchy sticks, and knotted bones. Grain-free and wheat-free options available. Targeted at dog owners seeking real meat-coated chews.
• Best Friend Pure Classic dog chew line made primarily from single animal protein source with plant-based filling. Includes filled rolls, chew sticks in various sizes. Grain-free and wheat-free options. Targeted at dog owners seeking simple, classic chew products.
• Bilanx Cat Food Cat food line including dry food (kitten, adult, sterilized, senior variants in chicken and salmon) and wet food (gravy selections in chicken, turkey, beef). Developed with veterinarians, sugar-free and grain-free. Targeted at cat owners seeking premium, life-stage-appropriate nutrition.
• Nordic Mini Bits Soft, gently baked training treats for dogs made from single protein source (chicken, lamb, or fish). Small size and soft texture make them ideal for training sessions. Targeted at dog owners engaged in positive-reinforcement training.
• Natural Bites Grain-free, high-protein training treats for dogs including chicken cube, chicken sandwich, and chicken heart options. Made with real chicken and cod for enhanced palatability. Targeted at dog owners seeking training-specific treats.
• Festival Rodent and Rabbit Food Rodent and rabbit food line developed by veterinarians. Includes balance pellets, mixes, hay, wood chips, and treats. Provides vitamins, minerals, and amino acids for rodent health. Targeted at rodent and rabbit owners seeking veterinarian-developed nutrition.
• Best Friend Cattia Cat Litter Cat litter line including Premium Care clumping litter with activated carbon for odor control, white clumping litter, and Spring Fresh scented litter. Bentonite-based with high moisture absorption. Targeted at cat owners seeking quality litter with odor control.
• Best Friend Electronic Tick Repellent Ultrasound-based electronic tick repellent suitable for all dogs and cats. Emits ultrasonic waves that disturb tick sensory sensors to drive ticks away without chemicals. Targeted at pet owners seeking chemical-free tick prevention.
• Best Friend Dental Care Products Dog dental care line including toothbrushes, toothpaste, and dental care sets designed for maintaining oral hygiene and preventing tartar buildup in dogs. Targeted at dog owners seeking oral hygiene solutions.
• Dog Beds and Bowls Dog comfort products including Bobby dog beds with removable washable covers, and various food/water bowls in ceramic, stainless steel, and plastic materials. Targeted at dog owners seeking home essentials for their pets.
• Dog Collars, Harnesses, and Leashes Dog walking and control accessories including collars, harnesses, and leashes available in various sizes and materials for safe outdoor activities. Targeted at dog owners seeking reliable outdoor walking gear.
• Cat Litter Boxes and Accessories Cat toilet supplies including Felix and Kitty litter trays, Felina cat toilets, litter shovels with appropriately sized slots, and protective bags for easy cleaning. Targeted at cat owners seeking complete litter management solutions.
• Rodent Food, Treats, and Accessories Complete rodent care range including Festival balance pellets and mixes, hay, wood chips for bedding, drinking bottles, millet spray, and nail scissors for small animals. Targeted at rodent and rabbit owners seeking comprehensive care products.
• Puppy Products Essential puppy supplies including puppy pads for house training, waste bags, puppy food (Racinel Nordic Puppy Chicken), and starter kits for new pet parents. Targeted at new dog owners seeking essential puppy care products.

Quantifiable outcome

• 100% taste guarantee offered on all snack and food products
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Pet Sustainability Coalition (PSC)coreStrategic or Co-development Partner · 1 January 2023Non-profit organization in the pet industry that helps companies drive business performance through social and environmental impact. Best Friend became a member in 2023 to strengthen their sustainability initiatives.
• Amfori (BSCI)coreStrategic or Co-development Partner · 1 January 2010Leading business association for sustainable trade, supporting companies to operate responsible businesses by improving Environmental, Social and Governance performance of supply chains. Best Friend has been a member since early 2010s.
• CDP (Carbon Disclosure Project)minorStrategic or Co-development PartnerNot-for-profit charity running the global disclosure system for investors, companies, cities, states and regions to manage their environmental impacts. Best Friend participates in CDP reporting for carbon disclosure.
• Kokkolan NahkacoreTechnology or IntegrationSupplier of Nordic elk and deer hides for Best Friend Nordic crunchy chews. Elk skins are bought from hunters or hunting clubs. Also utilizes surplus leather material from other elk & deer leather production, supporting local resource efficient and sustainable production in Finland.
• Nordic Pet Care GroupcoreStrategic or Co-development PartnerParent company/Group that Best Friend is part of. They manage privacy policy and corporate website (nordicpetcare.com).

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Zooplus: Leading pure-play online pet retailer in Europe selling food, treats, accessories, and pharmaceuticals across 30+ countries. Comparable as a DTC-first pet retailer serving dog and cat owners with subscription/replenishment mechanics, though operating at much larger pan-European scale.
• Musti Group: Leading Nordic pet retailer and care provider operating across Finland, Sweden, and Norway with physical stores plus a growing e-commerce platform. Directly comparable as the dominant Nordic multi-channel pet retailer serving the same dog, cat, and small-animal owner segments Best Friend targets.

Broad incumbents

• Chewy: Largest pure-play online pet retailer in the U.S., offering food, treats, pharmacy, and accessories with strong subscription and autoship mechanics. Comparable as a DTC pet retailer with subscription infrastructure that Best Friend lacks, though operating in a different geography and at much larger scale.
• Fressnapf: Europe's largest pet-specialty retail chain, operating stores plus online across multiple European countries including the Nordics. Comparable as a pan-European pet retailer offering food, treats, and accessories, though its scale and breadth are substantially larger than Best Friend's Nordic DTC focus.
• Hill's Pet Nutrition: Global premium pet food brand focused on science-based and veterinary-formulated nutrition, sold primarily through veterinary clinics and specialty retail. Comparable as a vet-formulated premium pet food brand competing for the same health-conscious Nordic pet owner that Bilanx targets.
• Nestlé Purina PetCare: World's largest pet care company and global manufacturer of dog and cat food (Pro Plan, ONE, Felix, Friskies). Comparable as a manufacturer of branded pet food and treats including functional/natural ranges that overlap with Best Friend's positioning, though at massively greater scale and channel reach.
• Royal Canin (Mars Petcare): Global premium pet food brand owned by Mars, with a strong veterinarian-channel focus and breed/life-stage specific nutrition. Comparable as a premium pet food brand competing in the same veterinary-developed, life-stage-formulated space as Best Friend's Bilanx, but at vastly larger global scale.

Emerging players

• BARK (BarkBox / Super Chewer): DTC subscription-box and treat company focused on dogs, with a strong digital and content-led model. Comparable as a DTC-first dog treat and accessories brand competing for the same health-conscious pet owner, though with a subscription-box mechanic that Best Friend does not currently offer.
• Natural Balance Pet Foods: U.S.-based premium pet food brand focused on limited-ingredient, grain-free, and therapeutic diets. Comparable as a brand positioned in the natural/limited-ingredient pet food space that overlaps with Best Friend's Naturals and grain-free product positioning.

Regional players

• Arken Zoo: Nordic (primarily Sweden and Norway) pet supply retailer with both physical stores and online sales of pet food, treats, and accessories. Comparable as a Nordic regional pet retailer offering food, treats, and accessories for dogs, cats, and small animals, though with a stronger physical-store footprint than Best Friend's DTC model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/BestFriendFI
• Instagraminstagram.com/bestfriendfi
• LinkedInlinkedin.com/company/best-friend-sweden-ab

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 Best Friend