Vet Planet

What Vet Planet does

Vet Planet (VET PLANET Sp. z o.o.) is a Poland-based veterinary health and pet care company founded in 2008 and headquartered in Łomianki. It develops, manufactures, and distributes more than 600 products across veterinary supplements, diagnostics, pharmaceuticals, pet food, and treats, marketed under three principal brands: VET EXPERT (supplements and diagnostics), RAW PALEO (pet food), and MR. BANDIT (treats). The company's product portfolio is anchored by proprietary technologies including TWIST OFF capsules and immunochromatographic diagnostic tests such as URinScreen and CoproScreen, and it operates what it describes as the largest R&D department in the Polish veterinary industry, led by Prof. Michał Jank.

Vet Planet sells through a multi-channel go-to-market spanning veterinarians and clinics, pet parents, breeders, livestock producers, and animal shelters, with products distributed in more than 45 countries. It operates owned subsidiaries in the Czech Republic (Prague) and India (Delhi) to localize distribution and clinical engagement outside Poland. Pricing is unit-based across a broad SKU catalog rather than enterprise-contract based, and the company monetizes through branded veterinary supplements, Rx-adjacent pharmaceuticals, diagnostic kits, and consumer pet nutrition. The VET EXPERT brand has been ranked #1 in veterinarian recommendations in Poland in Kantar studies (2017 and 2021), and the group has received Forbes Diamond awards in 2022 and 2024 and was named a TOP 5 Most Innovative Company in the pet industry at the GlobalPETS Forum 2024.

In December 2024 Vet Planet completed the acquisition of Vetos-Farma, signaling an M&A-driven consolidation path in addition to organic expansion. R&D activity has been supported by multiple co-financing grants from Polish and EU programs (NCBR, PARP, FENG) in areas including nutrigenomics, pharmacokinetics, and biotechnology. Revenue, financial details, and ownership structure beyond the founder-led management team (Grzegorz Laska as Founder, Anna Rutkowska-Diaz as CEO) are not publicly disclosed.

Name

Vet Planet

Legal name

VET PLANET Spółka z Ograniczoną Odpowiedzialnością

Website

https://vetplanet.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Vet Planet

Ownership category

akta.pro rank

Product category

Veterinary Health Products

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (459910)

SIC

Pharmaceutical Preparations (2834), Biological Products, (No Disgnostic Substances) (2836)

akta.pro primary industry

Animal Health OTC Retail (Parasite Control, Basic Care) (HLAMAIAJ)

akta.pro secondary industries

Specialty Veterinary Therapeutics Distribution (Oncology, Dermatology, Endocrinology) (HLAMAIAH), Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB), Veterinary Vaccines (Biologics) (HLAMAEAL), Compounding Pharmacies (Veterinary) (HLAMAIAD), Pharmacy, Biologics & Veterinary Supply Dispensing (Farm Animal) (AFACADAM), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Veterinary dietary supplements
• Pet nutrition products
• Veterinary diagnostic tests
• Animal health manufacturing
• Pet care brands

Headquarters

HQ city

Lomianki

HQ country

Poland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Health Products (Supplements, Diagnostics, Pharmaceuticals): Sale of professional supplements, diagnostic tests, diets, cosmetics, and veterinary pharmaceuticals. Products are chosen, recommended and awarded by veterinarians and pet parents. VET EXPERT supplements ranked #1 in veterinary recommendations (Poland and Romania, 2021).
2. Pet Food and Treats: Raw Paleo meat-rich pet food and Mr. Bandit treats and accessories for dogs and cats sold through e-commerce and retail channels.
3. Veterinary Pharmaceuticals: Veterinary medicinal products introduced in 2015, marking the company's entry into animal treatment rather than just therapy support.
4. E-commerce and Retail: Direct sales through company e-commerce platforms (vetplanet.store, vetexpert.eu) and distribution to pet stores internationally.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Vet Planet develops, manufactures, and distributes a portfolio of pet health and nutrition products including dietary supplements and care items under the VET EXPERT brand, raw pet food under the RAW PALEO brand, natural treats under the MR. BANDIT brand, as well as rapid immunochromatographic diagnostic tests and veterinary pharmaceuticals. Products are sold to veterinary professionals, breeders, and pet parents across more than 45 countries, with subsidiaries operating in the Czech Republic and India.

Product overview

VET PLANET is a veterinary health company with over 600 products across three main brands. VET EXPERT provides professional supplements, diets, cosmetics, and diagnostic tests (the #1 recommended brand by veterinarians). RAW PALEO offers meat-rich pet food. MR. BANDIT provides treats and accessories. The company also manufactures veterinary pharmaceuticals and innovative rapid diagnostic tests. Supporting products include VET EXPERT ACADEMY (educational platform) and Veterinary Life (scientific journal). The portfolio serves veterinarians and pet parents in over 45 countries.

Differentiator

Problem solved

Functional benefit

Brands

• VET EXPERT: Professional supplements, diets, cosmetics, and diagnostic tests for veterinary use. Products are based on scientific evidence (marked 'Based on evidence'). VET EXPERT supplements are No. 1 in veterinary recommendations according to Kantar study (Poland and Romania, 2021). Includes proprietary TWIST OFF soft capsule technology.
• RAW PALEO
• MR. BANDIT

Products and services

• VET EXPERT VET EXPERT is Vet Planet's flagship brand of dietary supplements and care products for dogs and cats, distributed through veterinary clinics, pet stores, and the company's own e-commerce store in 45+ countries.
• RAW PALEO RAW PALEO is Vet Planet's raw pet food line, offering biologically appropriate nutrition for dogs and cats via own-brand e-commerce and pet retail channels.
• MR. BANDIT MR. BANDIT is Vet Planet's natural treats brand for dogs, providing a premium, natural snacking option sold through veterinary, retail, and e-commerce channels.
• Rapid immunochromatographic veterinary diagnostic tests Point-of-care veterinary diagnostic tests based on rapid immunochromatographic and proprietary monoclonal antibody technology, intended for use by veterinarians in clinical settings.
• Veterinary pharmaceuticals Veterinary pharmaceutical products manufactured by Vet Planet using proprietary biotechnology, distributed alongside its supplement, food, and diagnostic ranges.

Quantifiable outcome

• Diagnostic results in minutes instead of days
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Instytut Immunologii i Terapii Doświadczalnej im. Ludwika Hirszfelda PANcoreStrategic or Co-development PartnerLudwik Hirszfeld Institute of Immunology and Experimental Therapy of Polish Academy of Sciences - co-applicant for preclinical development of monoclonal antibodies for canine cancer diagnosis and therapy (Project POIR.04.01.04-00-0025/20).
• BioScientia Sp. z o.o.minorStrategic or Co-development PartnerCo-applicant for hookworm diagnostic test development project (POIR.01.01.01-00-0267/18) - improving monitoring of hookworm infection in dogs through rapid diagnostic tests.
• Uniwersytet Przyrodniczy w PoznaniucoreStrategic or Co-development PartnerUniversity of Life Sciences in Poznan - collaboration partner for Leptospira diagnostic test project (LeptoCombo), providing field samples and serological validation for the first-in-world rapid tests.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• IDEXX Laboratories: Global leader in veterinary diagnostics with dominant share in companion animal in-clinic testing. Directly comparable to Vet Planet's rapid immunochromatographic test products but at vastly greater scale and distribution depth.
• Elanco Animal Health: Major US-listed global animal health company with companion animal and livestock pharmaceuticals plus diagnostics. Comparable in the broad products-and-distribution structure but at materially greater size and capital intensity than Vet Planet.
• Zoetis: World's largest animal health company offering pharmaceuticals, vaccines, diagnostics, and supplements across species. Operates broadly in the same market categories as Vet Planet but with much larger scale, listing, and capital base — sets the competitive ceiling for Vet Planet's pipeline.
• Phibro Animal Health: US-listed animal health and nutrition company supplying pharmaceuticals, vaccines, and mineral nutrition across species. Comparable in offering a broad product portfolio to veterinarians and livestock producers, though with production-animal emphasis versus Vet Planet's companion animal focus.
• Boehringer Ingelheim Animal Health: Top-tier pharma conglomerate's animal health division offering therapeutics, vaccines, and parasite control globally. Broad incumbent that overlaps with Vet Planet's therapeutic and OTC product portfolio and competes for veterinarian shelf space.

Direct peers

• Ceva Santé Animale: French multinational animal health company combining pharmaceuticals, vaccines, and diagnostics across companion and production animals. Comparable multi-species reach and product breadth to Vet Planet's supplements, diagnostics, and pharmaceuticals portfolio.
• Dechra Pharmaceuticals: Specialty veterinary pharmaceuticals company (now part of EQT portfolio) focused on therapeutics for companion animals, particularly endocrinology, dermatology, and critical care. Comparable niche-pharma-with-strong-vet-distribution profile to Vet Planet's therapeutic pipeline.
• Vetoquinol: Independently owned French animal health company with a comparable mid-sized portfolio of veterinary pharmaceuticals, supplements, and specialty care products. Direct peer because both companies serve veterinarians with proprietary therapeutics and operate outside the global top-tier players (Zoetis, Elanco, BI).
• Virbac: Global independent animal health company headquartered in France, offering pharmaceuticals, vaccines, and diagnostics to veterinarians worldwide. Directly comparable to Vet Planet's mix of vet pharma, supplements, and diagnostic products targeting companion animal practices.

Emerging players

• NutriScience Innovations: Supplier of nutritional ingredients and finished supplement products for companion animals, including pet food formulations. Overlaps with Vet Planet's VET EXPERT supplement and RAW PALEO pet food categories in terms of target customer (pet health brands) and product type.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/vet-planet-sp.-z-o.o.

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vet Planet