NUPEC
NUPEC is a Mexican Super Premium pet food manufacturer under Grupo NUTEC that produces science-formulated dry food, wet food, and treats for dogs and cats, sold exclusively through veterinary clinics, pet shops, distributors, and authorized marketplaces across 18 countries.
- Company typePrivate
- Founded1993
- HeadquartersEl Marques, Mexico
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What NUPEC does
NUPEC is the Super Premium pet food brand of Grupo NUTEC, manufactured and distributed by Nueva Tecnología en Alimentación S.A. de C.V. (alongside related entity Euro Nutec Premix S.A. de C.V.) from its headquarters and plant in El Marqués, Querétaro, Mexico. Founded in 1993 and operating with 700+ employees (including 600+ scientists, veterinarians, and nutrition professionals), the company produces dry food, wet food, and functional treats for canines and felines, spanning daily scientific nutrition plus specialized therapeutic lines for conditions such as renal, urinary, weight, allergies, joint, and digestive issues. Its flagship technical asset is the proprietary HIGH TECH formula, developed with veterinarians and food engineers and claimed to deliver 90%+ nutrient utilization and >90% digestibility, supported by 47–75+ quality controls and an in-house nutritional analysis laboratory accredited by SAGARPA, FSSC 22000, and EMA.
The company sells exclusively through authorized channels — certified veterinary clinics, pet shops and specialized stores, registered distributors, and authorized marketplaces — and explicitly does not sell directly to the public. Pricing is unit-based across multiple pack sizes (1.5kg, 3kg, 5kg) without public list prices, with quotes handled by distributors. NUPEC positions itself as a leader in the Mexican Super Premium segment with reach across 18 countries and more than 250,000 pets nourished, and it complements its commercial business with a Conscious NUPEC social-responsibility program covering animal-assisted therapy (Fundación Movimiento INCASARA), Mexican wolf conservation, rescue-canine nutrition (K-SAR), national supplier development, and the Mextizo mixed-breed adoption initiative.
The business is privately held under the Grupo NUTEC conglomerate, has no recorded external funding rounds, and discloses no revenue figures; its strategic emphasis is on science-led formulation, channel discipline, international certification, and brand-led premium positioning rather than technology-platform or AI-native differentiation.
NUPEC firmographics
Firmographics- Name
- NUPEC
- Legal name
- Nueva Tecnología en Alimentación S.A. de C.V.
- Website
- https://nupec.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- NUPEC is a Mexican Super Premium pet food manufacturer under Grupo NUTEC that produces science-formulated dry food, wet food, and treats for dogs and cats, sold exclusively through veterinary clinics, pet shops, distributors, and authorized marketplaces across 18 countries.
- Ownership category
- akta.pro rank
NUPEC industry classification
Industry- Product category
- Premium Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Dry Kibble (Dog & Cat) (CRADAFAA)
- akta.pro secondary industries
- Functional & Veterinary Diet Pet Food (CRADAFAF), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB)
Keywords
Where NUPEC is headquartered
LocationHeadquarters
- HQ city
- El Marques
- HQ country
- Mexico
- HQ region
- Latin America
Offices1 record
Markets served
NUPEC business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Pet Food Product Sales: NUPEC generates revenue through the sale of Super Premium pet food products for canines and felines. Products are distributed exclusively through authorized channel partners including veterinary clinics, pet shops, specialized stores, and authorized marketplaces. The company does not sell directly to consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Various product lines for different pet needs |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
NUPEC product offering
Product offeringCore offering
NUPEC manufactures and distributes a Super Premium line of canine and feline pet food products, including scientific daily diets, condition-specific specialized diets (covering weight control, food allergies, sensitive digestion, joint health, urinary management, and renal care), functional treats, and wet food formats. All products are built around the company's proprietary HIGH TECH Formula developed with veterinarians, food engineers and nutrition experts, targeting 90% nutrient utilization and over 90% digestibility. The brand sells exclusively through certified veterinary clinics, pet shops and specialized stores, registered official distributors, and authorized marketplaces, and explicitly does not sell directly to the public.
Product overview
NUPEC is a 100% Mexican Super Premium pet food company that offers a comprehensive portfolio of canine and feline nutrition products. The product line includes scientific/regular nutrition, specialized nutrition for specific health conditions, functional treats, and wet food formats. Key product families include Canine Scientific Nutrition and Specialized Nutrition (covering weight control, allergies, digestive health, urinary, renal, and joint care), 1st Care for puppies, and Feline Nutrition lines (including Adult Indoor specialized formula). All products are backed by the proprietary HIGH TECH Formula developed jointly with veterinarians and food engineers, achieving 90% nutrient utilization and over 90% digestibility. Products are distributed exclusively through certified veterinary clinics, pet shops, and authorized distributors.
Differentiator
Problem solved
Functional benefit
Brands
- NUPEC Consciente: Conscious scientific nutrition initiative including assisted therapies, Mexican wolf conservation, rescue canine support, and national trade support programs.
- Mextizo by NUPEC
- 1st Care
- NUPEC® Felino Urinary
Products and services
- Canine Scientific Nutrition Super Premium dry food line formulated for the day-to-day nutrition of dogs according to age and size, marketed with greater than 90% digestibility and built on NUPEC's HIGH TECH Formula; sold to pet owners through certified veterinary clinics, pet shops and authorized distributors.
- Canine Specialized Nutrition Specialized dry foods for dogs formulated for specific health needs including weight control, food allergies, sensitive digestion, joint health, urinary management and renal care; positioned for veterinary recommendation and sold through NUPEC's authorized channel partners.
- Canine Functional Treats Reward and training treats for dogs formulated with functional benefits targeting joint health, dental care, intelligence, relaxation and digestion; distributed through NUPEC's certified veterinary, pet shop and authorized distributor channels.
- Canine Wet Food Wet food for canines formulated for all breeds, designed to complement NUPEC's dry food range and distributed through the same certified veterinary, pet shop and authorized channel network.
- Feline Nutrition Super Premium dry food formulated to maintain the daily health and nourishment of cats, built on NUPEC's HIGH TECH Formula; sold to cat owners through veterinary clinics, pet shops and authorized distributors.
- Feline Specialized Nutrition Specialized dry foods for cats formulated for specific needs including indoor-cat lifestyle, urinary health and other condition-specific requirements; distributed through NUPEC's authorized veterinary, pet shop and distributor channels.
- Feline Wet Food Wet food for cats positioned for the most demanding feline palates, complementing NUPEC's dry feline range and distributed through certified veterinary clinics, pet shops and authorized distributors.
- 1st Care Puppy Nutrition Specialized nutrition formulated for the first months of a puppy's life, marketed as the first pet food designed with natural antibodies; positioned as a separate sub-brand within the NUPEC portfolio and sold through the same authorized veterinary, pet shop and distributor channels.
Quantifiable outcome
- 90%+ nutrient utilization with HIGH TECH formula
- +4 more outcomes
Companies that use NUPEC
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
NUPEC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
NUPEC partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- K-SAR (Canine Search and Rescue Group)coreNUPEC sponsors K-SAR canine rescue binomials with food and continuous training. K-SAR is a specialized group in canine search and rescue that serves society and supports authorities in disaster cases. The canines are trained to enter high-risk areas and rescue humans from earthquake rubble. K-SAR was key in saving lives during the September 19 earthquake in Mexico City.
- Fundación Movimiento INCASÁRAcoreNUPEC collaborates with INCASÁRA Foundation providing animal-assisted therapies. A percentage of each NUPEC package purchased is used to fund these therapies, improving quality of life for people in need. The foundation provides assistance to those requiring animal-assisted intervention for health, education, and emotional balance.
- International Institute for Animal ResearchcoreScientific research endorsement and backing for NUPEC's pet nutrition formulations and quality standards.
- Mexican Wolf Conservation FoundationsminorNUPEC supports foundations fighting to preserve the Mexican wolf (Canis lupus baileyi), one of the most threatened species in Mexico. The company contributes to conservation efforts as part of social responsibility initiatives.
- National Suppliers (90% of suppliers)core90% of NUPEC's raw material suppliers are national Mexican suppliers who meet the highest quality standards. NUPEC provides assistance and training to enhance supplier development and relationship quality.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
NUPEC competitors and assessment
Company assessmentEmerging players
- Wellness Pet Company: Wellness Pet (formerly WellPet) operates premium and natural pet food brands emphasizing natural, wholesome ingredients — comparable as an emerging/scale-tier premium peer competing for the same conscientious consumer in Mexico and Latin America.
- NOW Fresh: NOW Fresh (PetCuisine) is a niche premium natural pet food brand with limited-ingredient and fresh-meat positioning — analogous to NUPEC's super premium, ingredient-quality angle for discerning pet owners shopping at pet specialty stores.
Direct peers
- Royal Canin: Royal Canin (a Mars Petcare brand) is the global benchmark for breed-, life-stage-, and condition-specific super premium pet nutrition, distributed heavily through veterinary clinics — directly comparable to NUPEC's positioning, formulation strategy, and veterinary-channel GTM motion.
- Hill's Pet Nutrition: Hill's (Colgate-Palmolive) sells science-led, clinically-formulated pet food primarily through vet channels, with strong prescription and therapeutic diet lines — directly overlapping NUPEC's HIGH TECH formula and specialized nutrition portfolio.
- Orijen: Orijen (Champion Petfoods) is a globally distributed super premium pet food brand built on whole-prey, biologically-appropriate formulas — directly comparable to NUPEC's super premium, science-backed positioning at the premium end of the category.
- Acana: Acana (Champion Petfoods, acquired by Mars) is a premium and super premium pet food brand emphasizing fresh/regional ingredients and digestibility — comparable to NUPEC's science-plus-natural positioning and premium price tier.
Broad incumbents
- Eukanuba: Eukanuba (Mars Petcare) is a long-established super premium pet food brand with veterinary heritage and life-stage nutrition — overlapping NUPEC's super premium positioning and vet-channel distribution.
- Purina Pro Plan: Purina Pro Plan (Nestlé) is a mass-premium pet food brand with strong veterinary endorsement and condition-specific formulations, making it a broadly overlapping incumbent that competes for the same super premium shelf space and vet recommendation in Mexico.
Regional players
- Maltes: Maltes is a Mexican dog and cat food manufacturer competing in the same domestic retail and vet channels as NUPEC — a regional player with overlapping canine/feline nutrition products in the Mexican market.
- Ganador: Ganador is a long-standing Mexican mass-market dog food brand serving the same Mexican retail and pet-shop channels as NUPEC, providing a same-geography but lower-tier comparator that shapes the local competitive set.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
NUPEC social profiles
Digital presenceNUPEC compliance and trust
Trust signalCompliance2 records
NUPEC financial estimates
Financial estimateRevenue estimate
Valuation estimate
NUPEC leadership team
Management profileNumber of profiles
Profiles1 record
NUPEC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NUPEC 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 NUPEC
What does NUPEC do?
NUPEC manufactures and distributes a Super Premium line of canine and feline pet food products, including scientific daily diets, condition-specific specialized diets (covering weight control, food allergies, sensitive digestion, joint health, urinary management, and renal care), functional treats, and wet food formats. All products are built around the company's proprietary HIGH TECH Formula developed with veterinarians, food engineers and nutrition experts, targeting 90% nutrient utilization and over 90% digestibility. The brand sells exclusively through certified veterinary clinics, pet shops and specialized stores, registered official distributors, and authorized marketplaces, and explicitly does not sell directly to the public.
Is NUPEC a public or private company?
NUPEC is a private company. It is classified as corporate owned and is currently operating.
When was NUPEC founded?
NUPEC was founded in 1993. It employs 501 to 1,000 people.
Where is NUPEC based?
NUPEC is headquartered in El Marques, Mexico, in the Latin America region.
How does NUPEC make money?
One revenue line is on record: pet Food Product Sales.
Who are NUPEC's main competitors?
Emerging players on record are Wellness Pet Company and NOW Fresh. Direct peers are Royal Canin, Hill's Pet Nutrition, Orijen and Acana. Broad incumbents are Eukanuba and Purina Pro Plan. Regional players are Maltes and Ganador.
Does NUPEC have an API?
No public API is recorded for NUPEC.
What industry is NUPEC in?
NUPEC's product category is Premium Pet Food. Its primary akta.pro industry code is CRADAFAA, Dry Kibble (Dog & Cat), with a secondary code of CRADAFAF, Functional & Veterinary Diet Pet Food. Its NAICS code is 311111 and its SIC code is 2000.