ADIMAX
- Company typePrivate
- Founded2002
- HeadquartersSão Paulo, Brazil
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
ADIMAX firmographics
Firmographics- Name
- ADIMAX
- Legal name
- Adimax Indústria e Comércio de Alimentos Ltda.
- Website
- https://adimax.com.br
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
ADIMAX industry classification
Industry- Product category
- Pet Food Manufacturing
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)
- akta.pro primary industry
- Natural/Organic & Limited-Ingredient Diets (CRADAFAH)
- akta.pro secondary industries
- Dry Kibble (Dog & Cat) (CRADAFAA), Veterinary & Therapeutic Pet Diets (Prescription) (AFADAFAH)
Keywords
Where ADIMAX is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices6 records
Markets served
ADIMAX business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Pet Food Manufacturing and Sales: Adimax manufactures and sells pet food (dog and cat food) under multiple brands: Fórmula Natural (premium), Origens (natural/premium), Magnus (everyday value), and Qualidy (economy). Revenue is generated through the sale of dry food, wet food (sachês), treats, and functional snacks via retail, e-commerce, and direct store channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fórmula Natural - Premium pet food for dogs and cats |
| Unit Pricing | Pay-as-you-go | Origens - Natural premium pet food |
| Unit Pricing | Pay-as-you-go | Magnus - Everyday pet food for dogs and cats |
| Unit Pricing | Pay-as-you-go | Qualidy - Economy pet food |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels11 records
ADIMAX product offering
Product offeringCore offering
ADIMAX is a Brazilian pet food manufacturer that produces and sells complete and balanced nutrition products for dogs and cats across four brands covering all price tiers: Fórmula Natural (premium/natural and veterinary therapeutic), Origens (quality natural nutrition), Magnus (everyday accessible), and Qualidy (economy balanced). The company operates five manufacturing plants across Brazil, produces dry food, wet food sachets, treats, functional snacks, and therapeutic veterinary diets, and distributes through supermarkets, pet shops, veterinary clinics, and its own e-commerce store.
Product overview
ADIMAX is a Brazilian pet food manufacturer producing dog and cat food across four main brands: Fórmula Natural (premium/natural), Origens (quality nutrition), Magnus (daily accessible), and Qualidy (balanced nutrition). The portfolio includes dry food, wet food/sachets, functional snacks, and veterinary therapeutic lines. The company operates five manufacturing units across Brazil and maintains social programs through Instituto Adimax, including assistance dog training and community initiatives.
Differentiator
Problem solved
Functional benefit
Brands
- Fórmula Natural: Premium pet food brand for dogs and cats, includes sub-lines such as Vet Care, Fresh Meat, Life, and Snacks functional treats.
- Origens
- Magnus
- Qualidy
Products and services
- Fórmula Natural Premium pet food brand for dogs and cats offering complete and functional nutrition with natural ingredients and specialized formulas for different life stages. Targets health-conscious Brazilian pet owners and includes veterinary therapeutic sub-lines.
- Origens Pet food brand offering quality nutrition for dogs and cats, including natural snacks, wet food sachets, creamy cat treats (Creminho), and complete feeding solutions with natural ingredients. Targets Brazilian pet owners seeking natural nutrition with transparent ingredient origin.
- Magnus Everyday value pet food brand for dogs and cats including Magnus Todo Dia (15kg everyday format), Magnus Biscoito biscuits, and Magnus Gatos line. Positioned as accessible premium products for daily feeding. Targets Brazilian value-conscious pet owners and supports the Magnus Futsal sports sponsorship program.
- Qualidy Economy pet food brand for dogs and cats offering balanced nutrition at accessible price points, including biscuits (Qualidy Biscoitos) with sustainable monomaterial packaging. Targets budget-conscious Brazilian consumers seeking balanced nutrition for healthy pets.
- Origens Creminho Creamy paste snack for cats launched in 2024 under the Origens brand. Became a popular treat among felines and was nominated for the 2025 Prêmio ABRE Brazilian Packaging Award for packaging innovation.
- Fórmula Natural Fresh Meat Cookies Gatos Functional cat snack launched in 2025 featuring fresh meat recipes and PlaqueOff ingredient for oral health and plaque reduction claims.
- Instituto Adimax Corporate social responsibility institute operating since 2018. Houses 11 social programs including guide dog training (in partnership with Genom for genetic testing), pet therapy, animal welfare donations, food bank initiatives, youth employment programs, and sports sponsorships. Targets communities, visually impaired individuals, and animal welfare organizations in Brazil.
Quantifiable outcome
- 84,437 metric tons of circular recycled packaging used, avoiding 168,874 kgCO2eq emissions
- +4 more outcomes
Companies that use ADIMAX
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles2 records
ADIMAX technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
ADIMAX partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- SENAI (Serviço Nacional de Aprendizagem Industrial)coreAdimax partners with SENAI for the Jovem Aprendiz (Young Apprentice) program at its Salto de Pirapora unit. SENAI provides theoretical vocational training while Adimax offers practical on-the-job experience. The program targets young people aged 18-22 and also accommodates people with disabilities. 40 open positions were advertised in May 2026.
- CBNA (Colegiado Brasileiro de Nutrição Animal)minorAdimax reinforces its commitment to science and innovation by participating in CBNA Pet 2026 and the SBNutri Workshop, the main pet nutrition events in Brazil. The company presents research and scientific developments in pet nutrition.
- Unigat-BR (Associação Brasileira de Gatos)minorFórmula Natural partnered with Unigat-BR for the 13th International Cat Exhibition, supporting feline breed shows and cat owner engagement. Also partnered with American Cat Club for cat exhibitions in Campinas and Porto Alegre.
- Ministério do Trabalho e Emprego (MTE)minorIn compliance with Brazilian Law 14.611/2023, Adimax discloses salary transparency reports through the Ministry of Labour and Employment, based on RAIS (Annual Social Information Report) data for January-December 2025. Reports cover all business units.
- ExxonMobil and PlastrelacoreInnovation partnership for developing the Qualidy Biscoitos monomaterial packaging made from a single recyclable material. ExxonMobil provided the polymer technology while Plastrela handled conversion, creating a packaging designed for easier recycling and circular economy.
- FIFé (Fédération Internationale Feline)minorFórmula Natural partners with FIFé World Winner Show 2025, the world's largest international cat show. Fórmula Natural breeders and partners were recognized at this premier global feline event.
- Cris Souza (Magnus Taboão Coach)coreCris Souza, coach of Magnus Taboão women's futsal team, was elected Best Futsal Coach in the World at Futsalplanet Awards. Her continued recognition elevates the Magnus Futsal brand globally and reinforces Adimax's sports sponsorship investment.
- Allianz Parque (Palmeiras Stadium)minorInstituto Adimax was the master sponsor of a sensory room (Sala Sensorial) inaugurated at Allianz Parque, home of Palmeiras football club. The partnership extends Adimax's brand visibility to the broader sports audience and supports accessibility and inclusion.
- GenomminorPartnership with Genom for genetic testing and health evaluation in the guide dog training program at Instituto Adimax. Genom contributes specialized knowledge to improve the selection and training of assistance dogs.
- PlastiwebercorePartnership with Plastiweber (@plastiweber) for circular recycled plastic packaging. From September 2019 to August 2021, the collaboration produced 84,437 metric tons of recycled packaging, significantly reducing environmental impact. Plastiweber supplies the post-consumer recycled (PCR) polyester film.
- Instituto Ampara AnimalcoreAdimax's Fórmula Natural brand partnered with Instituto Ampara Animal and NGO Encontrei Um Amigo to create CasAdote, an innovative adoption space inaugurated in November in Vila Madalena, São Paulo. The space is dedicated to cat adoption and represents a multi-stakeholder approach to addressing animal abandonment.
- Prefeitura de Salto de PiraporaminorMunicipal government partnership for hiring events (mutirão de vagas), community programs, and animal welfare initiatives. Adimax conducts job fairs at the municipal government building, and the city is home to Adimax's headquarters and Instituto Adimax.
Scale indicators7 records
Recent moves9 records
Expansion highlights5 records
ADIMAX competitors and assessment
Company assessmentDirect peers
- Special Dog: Brazilian pet food manufacturer with multi-tier portfolio focused on dogs and cats. Mid-market direct competitor to Adimax's Magnus and Qualidy positioning.
- Total Alimentos (Total Pet): Large Brazilian pet food producer behind brands like Golden, Premier, and Biofresh. Direct competitor in Brazilian pet food manufacturing with multi-tier brand portfolio analogous to Adimax.
- Premier Pet: Major Brazilian pet food manufacturer acquired by Adm Animal Nutrition; competes in premium, super-premium, and therapeutic categories with nationally distributed brands. Direct competitor in the Brazilian dog and cat food market.
- Nestl\u00e9 Purina: Global pet food powerhouse with major Brazilian presence across premium (Pro Plan), super-premium (Fancy Feast), and mass (Friskies) tiers. Closest direct competitor to Adimax's multi-brand dog and cat food portfolio in Brazil.
- Mars Petcare / Royal Canin: Mars Petcare operates Royal Canin (therapeutic/premium), Pedigree, Whiskas, and others in Brazil. Direct overlap with Adimax especially in veterinary/premium segment (Formula Natural Vet Care vs Royal Canin therapeutic lines).
- Guabi Pet: Brazilian-owned pet food manufacturer with broad portfolio from economy to premium across dogs, cats, and other animals. Direct competitor in domestic Brazilian pet food manufacturing.
Emerging players
- Farmina Pet Foods: Italian pet food brand with strong natural/ancestral grain positioning, growing in Brazilian specialty pet retail. Overlaps with Adimax's Origens and Formula Natural Fresh Meat positioning in natural premium.
Broad incumbents
- Hill's Pet Nutrition: Colgate-Palmolive subsidiary with strong veterinary/therapeutic pet food focus in Brazil. Overlaps with Adimax's Formula Natural Vet Care and hydrolyzed-protein therapeutic lines, but anchored globally.
Others
- Cobasi: Brazilian pet retail chain that competes with pet shops and supermarkets for Adimax shelf space. Important distribution partner and barometer for category pricing and promotion intensity.
- Petz (B3: PETZ3): Brazil's largest pet specialty retailer. Not a manufacturer but a key customer channel for Adimax's brands and a strategic counterparty in shaping category merchandising and pricing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights7 records
Customer concentration
ADIMAX social profiles
Digital presenceADIMAX compliance and trust
Trust signalCompliance12 records
ADIMAX financial estimates
Financial estimateRevenue estimate
Valuation estimate
ADIMAX leadership team
Management profileNumber of profiles
ADIMAX subsidiaries and ownership
Company hierarchySubsidiaries1 record
ADIMAX funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ADIMAX 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 ADIMAX
What does ADIMAX do?
ADIMAX is a Brazilian pet food manufacturer that produces and sells complete and balanced nutrition products for dogs and cats across four brands covering all price tiers: Fórmula Natural (premium/natural and veterinary therapeutic), Origens (quality natural nutrition), Magnus (everyday accessible), and Qualidy (economy balanced). The company operates five manufacturing plants across Brazil, produces dry food, wet food sachets, treats, functional snacks, and therapeutic veterinary diets, and distributes through supermarkets, pet shops, veterinary clinics, and its own e-commerce store.
Is ADIMAX a public or private company?
ADIMAX is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ADIMAX founded?
ADIMAX was founded in 2002. It employs 1,001 to 5,000 people.
Where is ADIMAX based?
ADIMAX is headquartered in São Paulo, Brazil, in the Latin America region.
How does ADIMAX make money?
One revenue line is on record: pet Food Manufacturing and Sales.
Who are ADIMAX's main competitors?
Direct peers on record are Special Dog, Total Alimentos (Total Pet), Premier Pet, Nestl\u00e9 Purina, Mars Petcare / Royal Canin and Guabi Pet. Farmina Pet Foods is listed as an emerging player. Hill's Pet Nutrition is listed as a broad incumbent. Others are Cobasi and Petz (B3: PETZ3).
Does ADIMAX have an API?
No public API is recorded for ADIMAX.
What industry is ADIMAX in?
ADIMAX's product category is Pet Food Manufacturing. Its primary akta.pro industry code is CRADAFAH, Natural/Organic & Limited-Ingredient Diets, with a secondary code of CRADAFAA, Dry Kibble (Dog & Cat). Its NAICS code is 311111.