Nutrolin
Nutrolin is a Finnish pet nutrition company (Olini Oy) selling patented omega fatty acid and vitamin E supplements for dogs, cats, and horses via own e-commerce and retail, with world-first oleogel paste technology, Nordic category leadership, and 2024 revenue of approximately EUR 3.5M.
- Company typePrivate
- Founded2007
- HeadquartersEspoo, Finland
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nutrolin does
Nutrolin is a Finnish pet nutrition company, operated by Olini Oy, that develops and sells omega fatty acid and vitamin E supplements for dogs, cats, and horses. The product portfolio is built around proprietary plant oil blends (covered by granted patents in Europe and the United States) and the company's world-first oleogel technology, which stabilizes pharmaceutical-grade fish oil into a paste form that can carry water-soluble active ingredients — enabling combination products (HIP & JOINT, TEETH & GUMS, GUT & FLORA) that conventional oil supplements cannot deliver. The fish oil is sourced from Friend of the Sea-certified Peruvian fisheries and finished at GMP- and ISO-certified Lysi facilities in Iceland to pharmaceutical purity, with formulations co-developed alongside the University of Helsinki and Denmark Technical University.
The company sells directly to consumers through its own e-commerce storefronts (nutrolin.fi, nutrolin.se, nutrolin.com) and through a retailer and veterinary channel, with life-stage SKU segmentation (puppy/adult/senior) and dedicated programs for professional breeders (Kasvattajakerho) and equestrian users. Pricing is unit-based across €5.90–€109.90 per SKU on a pay-as-you-go basis. Nutrolin reports Nordic #1 status in pet fatty acid supplements, a customer base in the tens of thousands, and 2024 revenue of approximately EUR 3.5M. The company was acquired by Stockholm-based Pet Buddy Group in November 2021, has operated under a new non-founder CEO (Caspar Berntzen) since May 2025, and appointed a new Head of Product Development (Susanna Särkijärvi) in May 2026.
Nutrolin firmographics
Firmographics- Name
- Nutrolin
- Legal name
- Olini Oy
- Website
- https://nutrolin.fi
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Nutrolin is a Finnish pet nutrition company (Olini Oy) selling patented omega fatty acid and vitamin E supplements for dogs, cats, and horses via own e-commerce and retail, with world-first oleogel paste technology, Nordic category leadership, and 2024 revenue of approximately EUR 3.5M.
- Ownership category
- akta.pro rank
Nutrolin industry classification
Industry- Product category
- Pet Nutritional Supplements
- NAICS
- Animal Food Manufacturing (3111)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)
- akta.pro secondary industries
- Joint & Mobility Supplements (HLAMALAA), Skin & Coat Supplements (HLAMALAB), Performance, Energy & Recovery Supplements (Active/Working Pets) (HLAMALAM), Allergy & Anti-Inflammatory Supplements (HLAMALAL), Nutraceuticals & Functional Ingredients for Animal Diets (Probiotics, Omega-3, Joint, GI) (HLAMAHAH)
Keywords
Where Nutrolin is headquartered
LocationHeadquarters
- HQ city
- Espoo
- HQ country
- Finland
- HQ region
- Europe
Offices2 records
Markets served
Nutrolin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Direct E-commerce Sales: Nutrolin operates their own Finnish e-commerce store (nutrolin.fi) selling directly to consumers. Orders are delivered via Postnord/Posti to pickup points or home delivery. Orders are shipped only within Finland.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Dog supplement oils - SKIN & COAT, SENIOR, SPORT |
| Unit Pricing | Pay-as-you-go | Multi-functional paste products (HIP & JOINT, TEETH & GUMS, GUT & FLORA) |
| Unit Pricing | Pay-as-you-go | Horse products - Skin & Coat, Sport, Joint Duo |
| Unit Pricing | Pay-as-you-go | Cat products - KITTEN & ADULT, CAT SENIOR |
| Unit Pricing | Pay-as-you-go | Accessories - clicker, cat toys, grooming cloth |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Nutrolin product offering
Product offeringCore offering
Nutrolin manufactures and sells omega fatty acid nutritional supplements and multi-functional pastes (oleogels) for dogs, cats, and horses. The product range covers skin and coat health, joint support, dental care, gut flora, and senior/sport performance using pharmaceutical-grade fish oil and patented plant oil blends. Products are sold direct-to-consumer via company-owned e-commerce sites (Finland, Sweden, international) and through retail and veterinary channel partners.
Product overview
Nutrolin is a Finnish pet nutrition company producing omega fatty acid supplements and health products for dogs, cats, and horses. The product portfolio centers on patented omega oil formulations (SKIN & COAT, SPORT, SENIOR, PUPPY & MOM for dogs; KITTEN & ADULT, CAT SENIOR for cats; HORSE Skin & Coat, HORSE Sport, HORSE Joint Duo for horses) and an innovative line of multi-functional pastes called oleogels (HIP & JOINT, TEETH & GUMS, GUT & FLORA). Nutrolin pioneered the world's first fish oil-based stable paste technology, enabling combination products that deliver both omega fatty acids and water-soluble nutrients. The company also offers pet accessories including licking mats (SNÄK, FISU), training clickers (KLIK!), and microfiber towels. Products are developed in collaboration with fatty acid research experts and manufactured to pharmaceutical-grade quality standards in Iceland.
Differentiator
Problem solved
Functional benefit
Products and services
- Nutrolin® SKIN & COAT Patented plant oil blend for dogs containing omega-6 linoleic acid, gamma-linolenic acid, stearidonic acid, and natural vitamin E to support skin barrier function and coat health; fish oil-free, suitable for dogs with fish allergies.
- Nutrolin® PUPPY & MOM Omega fatty acid supplement for puppies and nursing mothers, supporting healthy development, coat quality, and maternal nutrition.
- Nutrolin® SENIOR Omega supplement formulated for aging dogs, supporting joint health, cognitive function, and overall vitality in senior years.
- Nutrolin® SPORT High-performance omega supplement for active and working dogs, supporting muscle recovery, endurance, and joint health during intense activity.
- Nutrolin® OMEGA SENSITIVE® Fish oil-free omega-3 supplement for dogs and cats with fish allergies, providing marine omega-3 fatty acids derived from microalgae to support wellbeing, muscle recovery, joints, and sharp senses.
- Nutrolin® HIP & JOINT Multi-functional omega paste (oleogel) for dogs combining pharmaceutical-grade fish oil, glucosamine, chondroitin sulfate, and omega-3 fatty acids at high concentrations to support joint health and mobility, with visible results in 2-6 weeks.
- Nutrolin® TEETH & GUMS Multi-functional paste combining pharmaceutical-grade fish oil omega-3s and Ascophyllum nodosum seaweed to support oral health, fresh breath, and reduce plaque and tartar buildup in dogs and cats.
- Nutrolin® GUT & FLORA Multi-functional paste supporting digestive system health and gut flora balance in dogs and cats using pharmaceutical-grade fish oil and beneficial nutrients.
- Nutrolin® KITTEN & ADULT Omega fatty acid supplement for cats of all ages, supporting skin, coat, and overall feline health.
- Nutrolin® CAT SENIOR Omega supplement formulated for aging cats, supporting joint mobility, cognitive function, and vitality in senior cats.
- Nutrolin® HORSE Skin & Coat Patented plant oil blend for horses containing essential fatty acids (omega-6 linoleic acid, GLA, SDA) and natural vitamin E to support skin barrier function, coat quality, and help with conditions such as sweet itch and rain rot.
- Nutrolin® HORSE Joint Duo Joint supplement for horses combining omega fatty acids with joint-supporting nutrients to maintain mobility and joint health.
- Nutrolin® HORSE Sport High-performance omega supplement for sport and competition horses, supporting muscle recovery, endurance, and overall athletic performance.
Quantifiable outcome
- Visible results in 2-6 weeks
- +2 more outcomes
Companies that use Nutrolin
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
Nutrolin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Nutrolin partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- University of Helsinki (Department of Animal Nutrition)coreNutrolin products developed in collaboration with University of Helsinki. Fatty acid researcher Dr. Mikko Griinari is a docent at University of Helsinki. Products like HIP & JOINT were tested at University of Helsinki (Hielm-Björkman & Seppälä, 2013 study).
- Denmark Technical University (DTU)coreAnti-oxidation protection method developed in collaboration with DTU researchers. This proprietary method ensures product quality throughout shelf life.
- Lysi (Iceland)coreIcelandic company Lysi processes and refines fish oil from South American catch (sardines, mackerel, etc.) to pharmaceutical-grade quality at their Iceland facility. Lysi's production is GMP and ISO certified and monitored by Icelandic medicines authority. The refined oil meets pharmaceutical manufacturing standards, significantly exceeding EU food-grade purity limits.
- Friend of the SeaminorInternational sustainability certification organization that certifies sustainable seafood and omega-3 sourcing. Nutrolin's fish oil is sourced from fisheries certified by Friend of the Sea, ensuring sustainable fishing practices from South America's Pacific coast.
- Korkeasaari ZoominorNutrolin provides supplements for animals at Korkeasaari Zoo in Helsinki. Zoo animals live longer than in wild and benefit from nutritional support. Started in 2018 when zoo nutrition planning supervisor contacted Nutrolin about animals with coat and joint issues.
- Pyynikin Eläinlääkärit (Veterinary Clinic)minorVeterinary clinic in Tampere, Finland that has treated dogs using Nutrolin products and provided testimonials. The clinic confirmed product efficacy in dental health cases.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Nutrolin competitors and assessment
Company assessmentDirect peers
- Nutramax Laboratories: U.S.-based specialty pet supplement company behind Cosequin and Dasuquin (joint health). Direct peer in pet joint/mobility and condition-specific nutraceuticals with similar science-led positioning and veterinary channel emphasis.
- Grizzly Pet Products: Nordic-origin pet supplement brand specializing in wild salmon oil omega-3 products. Direct peer in premium pet omega fatty acid supplementation, sharing a similar Nordic quality and sustainability narrative.
- Nordic Pet Care: Swedish pet care brand group with super-premium positioning. Regional peer sharing the Nordic market, premium brand architecture, and multi-channel pet owner focus.
- Yora (by Petbuddy Group sister brands): Insect-protein based premium pet food brand from a Pet Buddy Group-adjacent Nordic stable. Sister-brand peer within the same Pet Buddy Group consortium, sharing distribution and brand-building resources.
Broad incumbents
- Vetoquinol: Global veterinary pharmaceuticals and nutraceuticals company. Broad incumbent in animal health offering joint, skin, and digestive supplements that overlap with Nutrolin's product categories.
- Virbac: Global animal health company with a substantial pet nutrition and supplement portfolio. Comparable as a broad incumbent in condition-specific veterinary nutraceuticals.
- Hill's Pet Nutrition: Global veterinary diet and therapeutic pet nutrition leader (Colgate-Palmolive). Broad incumbent whose clinical/functional nutrition line competes indirectly with Nutrolin's condition-specific supplements.
- Elanco Animal Health: Global animal health company (formed from Eli Lilly and now including Dechra). Broad incumbent with a portfolio of therapeutic and nutritional pet products that competes in the same condition-specific supplement space.
Emerging players
- PawTree: U.S. direct-to-consumer pet supplement and nutrition company. Comparable in DTC-led pet supplement model targeting health-conscious pet owners.
- Wellytail: Premium pet wellness and supplement D2C brand. Emerging peer in the humanized-pet supplement category, comparable in DTC GTM and premium positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Nutrolin social profiles
Digital presenceNutrolin compliance and trust
Trust signalCompliance5 records
Nutrolin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nutrolin leadership team
Management profileNumber of profiles
Profiles2 records
Nutrolin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nutrolin 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 Nutrolin
What does Nutrolin do?
Nutrolin manufactures and sells omega fatty acid nutritional supplements and multi-functional pastes (oleogels) for dogs, cats, and horses. The product range covers skin and coat health, joint support, dental care, gut flora, and senior/sport performance using pharmaceutical-grade fish oil and patented plant oil blends. Products are sold direct-to-consumer via company-owned e-commerce sites (Finland, Sweden, international) and through retail and veterinary channel partners.
Is Nutrolin a public or private company?
Nutrolin is a private company. It is classified as corporate owned and is currently operating.
When was Nutrolin founded?
Nutrolin was founded in 2007. It employs 1 to 10 people.
Where is Nutrolin based?
Nutrolin is headquartered in Espoo, Finland, in the Europe region.
How does Nutrolin make money?
One revenue line is on record: direct E-commerce Sales.
Who are Nutrolin's main competitors?
Direct peers on record are Nutramax Laboratories, Grizzly Pet Products, Nordic Pet Care and Yora (by Petbuddy Group sister brands). Broad incumbents are Vetoquinol, Virbac, Hill's Pet Nutrition and Elanco Animal Health. Emerging players are PawTree and Wellytail.
Does Nutrolin have an API?
No public API is recorded for Nutrolin.
What industry is Nutrolin in?
Nutrolin's product category is Pet Nutritional Supplements. Its primary akta.pro industry code is HLAMALAN, Species-Specific Supplements (Dog/Cat/Other Companion Species), with a secondary code of HLAMALAA, Joint & Mobility Supplements. Its NAICS code is 3111 and its SIC code is 2000.