What Forza10 does

Forza10 (operated by SANY*pet* Spa) is an Italian pet food manufacturer founded approximately 1995-1996, headquartered in Bagnoli di Sopra in the province of Padua, with 51-100 employees. The company specializes in therapeutic and functional nutrition for dogs and cats, with a core thesis around managing food intolerances and allergies through monoprotein formulas, hydrolyzed fish proteins, and patented botanical extraction techniques. Its product architecture spans Dietetic (therapeutic), Monoprotein, Maintenance, and supplementary Snacks/Supplement lines for both species, with clinically validated SKUs (Defense, Ultra Dermo, Intestinal, Renal Active, Echo) supported by University of Naples and PubMed-indexed research collaborations. The company also operates an R&D function in collaboration with veterinary and human medicine research centers.

Forza10 manufactures all products in its own BIO-certified production facility under ISO 9001 quality management, and generates revenue through a multi-channel go-to-market model: direct e-commerce via its own website, an extensive Italian pet specialty retail network including chains such as Arcaplanet, PET MARK, and L'Isola dei Tesori, a curated TopShop program of brand-aligned specialty stores, and a breeders program for professional dog and cat breeders. Pricing is positioned in the premium tier (e.g., €85.90 for a 3kg Defense bag, €67.50 for a 3x1.5kg Ultra Dermo pack, €73.80 for a 12-can Intestinal Colon pack).

The company's recent strategic positioning centers on two innovation-led launches: Fil Blu (2025), a wet cat food utilizing invasive blue crab from the Adriatic Sea as a sustainable protein source; and Coolty Meat (May 2026), the world's first commercial cultivated meat pet food containing 26% cell-cultured protein, developed in partnership with Czech startup BeneMeat. Coolty Meat is planned for retail launch in Portugal and Spain in Q3 2026, marking Forza10's first expansion outside Italy. The company is privately held with no disclosed institutional funding.

Name

Forza10

Legal name

SANY*pet* Spa

Website

https://forza10.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Forza10 is an Italian specialty pet food manufacturer (SANY*pet* Spa) producing therapeutic, monoprotein, and maintenance diets for dogs and cats from its BIO-certified facility in Bagnoli di Sopra, selling through Italian retail, e-commerce, and breeder channels, with recent innovation in cultivated meat and sustainable seafood ingredients targeting domestic and Iberian markets.

Ownership category

akta.pro rank

Product category

Pet Food (Therapeutic and Functional Pet Nutrition)

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (45991)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Functional & Veterinary Diet Pet Food (CRADAFAF)

akta.pro secondary industries

Gastrointestinal & Food Sensitivity/Hypoallergenic Diets (HLAMAHAM), Companion Animal Therapeutic Diets (Prescription Diets) (HLAMAHAA), Alternative Protein & Sustainable Pet Food (insect/plant/cell-based) (CRADAFAI), Natural/Organic & Limited-Ingredient Diets (CRADAFAH), Vitamins, Minerals & Multivitamin Supplements (HLAMALAF), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB)

Keywords

• Therapeutic pet food
• Functional pet nutrition
• Dog dietetic food
• Cat dietetic food
• Hydrolyzed protein pet food

Headquarters

HQ city

Bagnoli Di Sopra

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Food Product Sales: Direct-to-consumer and retail sales of therapeutic, monoprotein, and maintenance pet food products for dogs and cats. Products sold through e-commerce, pet specialty stores, and breeders.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Forza10 manufactures and sells therapeutic, monoprotein, and maintenance pet foods for dogs and cats, with a specialization in food intolerance management. The portfolio includes dietetic, hydrolyzed-protein, and single-protein-source recipes, supplemented by dog snacks and nutritional supplements, all produced in its BIO-certified Italian plant. Recent launches extend the offering into cultivated-meat (Coolty Meat) and sustainable blue-crab-based (Fil Blu) pet foods.

Product overview

Forza10 is an Italian pet food company offering a comprehensive portfolio of therapeutic and maintenance pet foods for dogs and cats. The product architecture includes specialized Dietetic Lines (featuring hydrolyzed proteins and single protein sources for food intolerances), Monoprotein Lines (minimizing allergy risks), Maintenance Lines (for healthy adult pets), and complementary Snacks and Supplements. Key therapeutic products include Intestinal (for digestive disorders), Ultra Dermo (for skin conditions), Defense (for immune support), and Renal Active (for kidney support). The company has recently launched innovative products including Coolty Meat (world's first cultivated meat pet food) and Fil Blu (sustainable crab-based cat food). Products are manufactured in a BIO-certified plant in Bagnoli di Sopra, Padua, Italy, and incorporate botanical ingredients and scientific research.

Differentiator

Problem solved

Functional benefit

Brands

• Coolty Meat: World's first commercial cultivated meat-based pet food brand launched in partnership with BeneMeat, containing 26% cultivated meat for dogs.
• Fil Blu
• VetDiet

Products and services

• Coolty Meat Complete wet dog food made with 26% cultivated meat, designed for eco-conscious pet owners concerned about health, environment, and ethics. Targets dogs; produced through a partnership with BeneMeat, the first EU registrant of cultivated meat as a feed material.
• Fil Blu Wet cat food formulated with blue crab as the protein ingredient, marketed as a sustainable, ecology-positive product that turns an invasive species problem into a pet food resource while supporting Adriatic coastal communities.
• Intestinal (wet dog food)

Quantifiable outcome

• Optimal Omega3/6 ratio of 1:4 or better vs industry standard of 1:6 to 1:10
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• BeneMeatcoreStrategic or Co-development Partner · 15 May 2026Czech startup BeneMeat supplies cultivated meat for FORZA10's Coolty Meat product - the world's first commercial cultivated meat pet food. BeneMeat developed the technology in-house without external funding and became the first company to register cultivated meat as feed material in the EU in 2023. The partnership marks the first cultivated meat application in EU pet food.
• Università di Napoli (University of Naples)minorStrategic or Co-development PartnerResearch collaboration on leishmaniasis treatment showing that FORZA10 Defense Active VetDiet improved T reg cell levels in affected dogs. Study published in BCM Veterinary Research.
• PubMed/Academic Research CommunityminorStrategic or Co-development PartnerFORZA10's Echo Active VetDiet efficacy in otitis externa treatment validated through published clinical study on PubMed (study ID 26743397).

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Royal Canin: Global leader in breed- and condition-specific therapeutic pet nutrition owned by Mars; competes directly with Forza10's VetDiet line and represents the scale benchmark Forza10 must outperform on veterinary-channel presence.
• Hill's Pet Nutrition: Global prescription/therapeutic diet leader owned by Colgate-Palmolive; comparable to Forza10's therapeutic positioning (Renal, Dermatosis, Intestinal) and a key competitor for veterinary recommendation-driven demand.
• Purina Pro Plan Veterinary Diets: Nestlé Purina's therapeutic diet range offering clinically formulated products for renal, dermatological, and gastrointestinal conditions; competes with Forza10's VetDiet line across European veterinary channels.

Direct peers

• Monge & C. S.p.A. Italian pet food manufacturer offering a broad portfolio including therapeutic (Monge VetSolution) and natural lines; comparable to Forza10 as a domestic Italian competitor with overlapping therapeutic and monoprotein offerings.
• Farmina Pet Foods: Italian premium pet food manufacturer headquartered in southern Italy with a strong therapeutic and natural-ingredient positioning; directly comparable to Forza10 in country of origin, premium niche focus, and presence across dog and cat therapeutic lines.
• Schesir: Italian premium wet pet food brand emphasizing natural ingredients and limited-ingredient recipes; overlaps with Forza10's monoprotein/wet food lines and Mediterranean premium positioning.
• Almo Nature: Italy-origin premium natural pet food brand (now under Nestlé Purina) with strong identity around natural, limited-ingredient recipes; comparable to Forza10 in Italian heritage, premium positioning, and natural/functional ingredient narrative.

Emerging players

• BeneMeat: Czech cultivated-meat startup and Forza10's strategic partner for Coolty Meat; comparable as an emerging player at the intersection of cellular agriculture and pet nutrition, and a critical enabler of Forza10's cultivated-meat roadmap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/forza10ita
• Facebookfacebook.com/FORZA10.official

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Forza10