Naturavetal

What Naturavetal does

Naturavetal GmbH & Co. KG is a family-owned German direct-to-consumer e-commerce company headquartered in Osnabrück, specializing in natural, species-appropriate pet food and care products for dogs and cats. The company operates two core product sub-brands, Canis Plus® for dogs and Felins Plus® for cats, with a complementary Canis Extra® line of supplements, oils, and grooming products, and a Natura Vet® Healthcare sub-brand for functional health items. The product portfolio centers on cold-pressed (kaltgepresst) dry food manufactured via a gentle low-heat process intended to preserve nutrients and improve digestibility, complemented by complete wet menus, pure-meat cans, meat rolls, fish meals, BARF supplements, treats, and hygiene products formulated with natural ingredients and no synthetic additives, preservatives, colors, or flavorings. The underlying technology is therefore a proprietary cold-pressing manufacturing method rather than a software platform, paired with a conventional e-commerce storefront stack.

The business model is a single-channel DTC online retailer with no disclosed wholesale or marketplace presence. Customers in 13 European countries (Germany, Austria, Switzerland, Italy, Spain, Netherlands, UK, Poland, Hungary, Croatia, Belgium-NL, Belgium-FR, and Slovenia) purchase through localized country websites, with free standard shipping on orders above €30 within Germany and a broad range of payment methods including PayPal, Visa, Mastercard, Apple Pay, Google Pay, SEPA direct debit, and invoice (available from the third order onwards). A secondary revenue stream is expert nutritional consultation via telephone (Monday–Friday 8:00–16:00), which functions as a sales-support and retention layer rather than a discrete revenue line. Marketing is content-led, anchored on a comprehensive Ratgeber (advice) library, a Pfotengeschichten customer-story series, social channels (Facebook, Instagram, YouTube), and partnerships with pet-care podcasts and a therapy-dog organization. The company is privately held by the Holtmeyer family, with no external investors, no funding rounds, and no parent company, operating as a bootstrapped, organically-scaled European specialty pet food brand.

Name

Naturavetal

Legal name

Naturavetal GmbH & Co. KG

Website

https://naturavetal.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Naturavetal is a family-owned German DTC e-commerce retailer selling natural, cold-pressed dry food, wet food, supplements, and care products for dogs and cats under the Canis Plus®, Felins Plus®, Canis Extra®, and Natura Vet® brands across 13 European countries.

Ownership category

akta.pro rank

Product category

Natural Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (45991)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Dry Kibble (Dog & Cat) (CRADAFAA)

akta.pro secondary industries

Natural/Organic & Limited-Ingredient Diets (CRADAFAH), Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD), Manufacturing, Private Label & Co-Manufacturing for Animal Diets (HLAMAHAO)

Keywords

• Natural pet food
• Cold-pressed dog food
• Cat nutrition products
• Pet dietary supplements
• Natural pet care

Headquarters

HQ city

Osnabrück

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet food and accessories e-commerce: Revenue generated through direct online sales of dog and cat food products including dry food (Canis Plus, Felins Plus brands), wet food/complete menus, raw meat cans, meat rolls, BARF supplements, treats, and pet care products. The company operates their own e-commerce storefront serving consumers across Europe.
2. Consulting services: Provides expert nutritional consultation services via telephone to help customers select optimal food products for their pets.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Naturavetal manufactures and sells natural, cold-pressed dry food, wet food complete menus, pure meat products, supplements, and grooming products for dogs (under the Canis Plus® and Canis Extra® brands) and cats (under the Felins Plus® brand). The company distributes directly to consumers through its own online shop with localized websites across 13 European countries and complements product sales with telephone-based nutritional consultation.

Product overview

Naturavetal is a German pet food company offering two main product sub-brands: Canis Plus® for dogs and Felins Plus® for cats. The product portfolio centers on natural, species-appropriate nutrition featuring cold-pressed dry food, wet complete menus, fish meals, and pure meat products. The offering expands through two care sub-brands: Canis Extra® for dog care and hygiene products, and Felins Plus® for cat care. Core products emphasize high meat content, natural ingredients without synthetic additives, and gentle cold-press manufacturing. The portfolio includes extensive supplements (probiotics, algae oils, mineral moor, chlorella, spirulina, various carrier oils) and grooming products (ear, eye, dental, paw, coat care). The company also provides expert nutritional consultation services and educational guides. Products are sold through a direct-to-consumer online shop serving multiple European countries.

Differentiator

Problem solved

Functional benefit

Brands

• Canis Plus®: Dog food brand offering cold-pressed dry food, complete menus, fish meals, pure meat cans, meat rolls, complementary feed & BARF, chew snacks & treats, dog biscuits, and dog care & hygiene products
• Felins Plus®
• Natura Vet® Healthcare

Products and services

• Canis Plus® Cold-Pressed Dry Dog Food Premium cold-pressed dry food for dogs, produced via a gentle manufacturing process that preserves nutrients and ensures optimal digestibility. Targeted at dog owners seeking natural, species-appropriate dry nutrition without artificial additives.
• Canis Plus® Complete Wet Food Menus Ready-to-feed complete wet food menus for dogs combining meat and vegetables into single-meal formats. Targeted at dog owners seeking convenient natural wet feeding without artificial additives.
• Canis Plus® Puppy Food Species-appropriate dry and wet puppy food tailored for growing dogs with age-appropriate nutrition. Targeted at owners of puppies requiring natural, additive-free life-stage nutrition.
• Canis Plus® Fish Meals Fish-based wet meals for dogs providing dietary variety and omega-3 fatty acids. Targeted at dog owners seeking natural, species-appropriate alternatives to standard meat meals.
• Canis Plus® Pure Meat Cans Single-protein canned pure meat products for dogs, formulated for animals with food sensitivities or those on elimination diets. Targeted at owners of dogs with allergies or intolerances requiring single-protein natural wet food.
• Canis Plus® Meat Rolls Pure-meat roll products for dogs, offering high-meat nutrition in an alternative format to canned wet food. Targeted at dog owners seeking natural, high-meat variety in their pet's diet.
• Canis Plus® Supplements & BARF Range of natural supplements and BARF (Biologically Appropriate Raw Food) products for dogs, including oils (cod liver, algae, krill, organic coconut, organic hemp, black cumin), algae (chlorella, spirulina), probiotics (Petflora), mineral moor, and goat whole milk powder. Targeted at dog owners practicing or supplementing raw feeding and seeking natural intestinal, joint, and immune support.
• Canis Plus® Chewing Snacks & Treats Natural chewing snacks and treats for dogs, including Kauwurst sausage snacks (trout, duck), training treats, and supplementary snacks. Targeted at dog owners seeking natural, additive-free snack and training rewards, including options for allergic or athletic dogs.
• Canis Plus® Dog Biscuits Natural biscuit snacks for dogs positioned as healthy snack alternatives. Targeted at dog owners looking for additive-free dry snack options.
• Canis Extra® Dog Care & Hygiene Natural grooming and hygiene range for dogs, including ear care (Canis Extra® Ohrenpflege), eye care (Canis Extra® Augenpflege), dental care (Canis Extra® Zahnpflege), paw and skin balm, coat sprays, shampoo, and natural parasite protection (Protectopet® drop-on, Abwehrkomplex, Fellspray). Targeted at dog owners seeking natural, additive-free hygiene and parasite-prevention products.
• Felins Plus® Wet Cat Food High-meat wet food for cats supporting species-appropriate feline nutrition. Targeted at cat owners seeking natural wet food with high meat content and no artificial additives.
• Felins Plus® Cold-Pressed Dry Cat Food Cold-pressed dry cat food produced through a gentle manufacturing process for optimal digestibility. Targeted at cat owners seeking natural dry food alternatives to standard extruded kibble.
• Felins Plus® Fish Meals Fish-based wet meals for cats offering dietary variety and omega-3 intake. Targeted at cat owners seeking natural, species-appropriate meal rotation.
• Felins Plus® Supplements & BARF Natural supplements and BARF-aligned products for cats, including plant-based omega-3 algae oil and complementary feeding ingredients. Targeted at cat owners practicing raw feeding or seeking natural nutritional support.
• Felins Plus® Cat Care & Hygiene Natural hygiene range for cats, including ear care (Felins Plus® Ohrenpflege) formulated without tea tree oil for sensitive cats. Targeted at cat owners seeking additive-free hygiene products safe for sensitive felines.
• Naturavetal® Nutritional Consultation (Futterberatung) Expert nutritional consultation service delivered by the Naturavetal in-house expert team, advising pet owners on optimal food selection for dogs and cats, particularly those with special dietary needs. Available by phone during business hours.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered minor.

• DHLminorOthersShipping logistics partner handling domestic and international parcel delivery for customer orders.
• DPDminorOthersShipping logistics partner for parcel delivery services.
• PayPalminorOthersPayment processing service partner enabling secure online transactions for customers.
• Cherek Rechtsanwälte und NotarminorOthersDebt collection law firm engaged for outstanding payment recovery when customers fail to settle invoices after reminders.
• SaphirIT GmbHminorOthersExternal data protection officer (Datenschutzbeauftragter) providing GDPR compliance support.
• Pawsitive Life CoachingminorGTM or Marketing PartnerAustrian dog training and psychology coaching service featuring Naturavetal expert Jacqueline Hawighorst in their popular podcast about recognizing quality dog food. The interview discusses how diet affects dog behavior and health.
• WAU - Austrian Dog PodcastminorGTM or Marketing PartnerAustrian podcast featuring Naturavetal expert Ursula Berk discussing dog allergies, immune system, and natural nutrition in an educational episode reaching pet owner audience.
• Pfote aufs Herz - Therapy Dog OrganizationminorGTM or Marketing PartnerTherapy dog organization featuring Alaska (Swiss Shepherd) and Lou (Finnish Lapphund) as therapy dogs, with Naturavetal as their exclusive food provider. Customer story series showcases therapy work and natural feeding benefits.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Lily's Kitchen: UK-based natural pet food brand acquired by Nestlé Purina, focused on natural, properly prepared dog and cat food. Comparable to Naturavetal on natural positioning and DTC premium model, though primarily serving the UK rather than Continental Europe.

Direct peers

• Terra Canis: Munich-based premium natural pet food brand offering cold-pressed and BARF-style dog and cat nutrition via DTC and retail. Closely comparable to Naturavetal on product philosophy (natural, species-appropriate), German DACH origin, and premium pricing model.
• Herrmann's Manufaktur: German manufacturer and DTC retailer of natural, raw and cooked pet food for dogs and cats. Overlaps with Naturavetal on cold-pressed/slow-cooked processing, BARF positioning, and direct-to-consumer German-speaking market focus.
• Pets Deli: Berlin-based DTC subscription pet food brand offering fresh, gently cooked meals for dogs and cats. Comparable to Naturavetal on premium natural positioning, European DTC delivery model, and health-conscious pet owner target segment.
• Wolfsblut: Premium natural dog food brand marketed on a 'wolf-appropriate' species-diet philosophy, distributed across European specialty and online channels. Highly comparable to Naturavetal's Canis Plus positioning on natural ingredients and wolf-diet narrative.

Broad incumbents

• Royal Canin (Mars Petcare): Global premium and veterinary pet food brand owned by Mars. Represents the scaled, science-led incumbent that competes for the same health-conscious pet owner in Europe and increasingly enters natural/limited-ingredient adjacencies.
• Happy Dog / Happy Cat (Interquell): Established German premium pet food manufacturer with broad natural and life-stage product ranges sold across European retail and online. Comparable as a wider German incumbent competing in the same natural/super-premium tier as Naturavetal, but at much larger scale and broader distribution.
• Josera: German family-owned premium pet food manufacturer with wide distribution in European specialty retail. Comparable on premium natural positioning and German/DACH family-owned heritage, but with broader portfolio and traditional retail reach rather than DTC.

Others

• FutterMed: German online retailer of branded pet food and accessories. Comparable only at the DTC retail-channel layer — a sales channel partner or competitor for shelf space on marketplaces rather than a direct product peer.

Emerging players

• BARF-König: German specialist in raw BARF products and supplements for dogs and cats sold online. Partial overlap with Naturavetal's BARF supplements, Reinfleisch-Dosen and meat roll lines, though narrower focus on raw feeding.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/Naturavetal.de
• LinkedInlinkedin.com/company/naturavet

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Naturavetal