Naturea Petfoods

What Naturea Petfoods does

Naturea Petfoods is a Portuguese privately-held pet food company founded in 2010 and headquartered in Santarém, Portugal. The company formulates, produces, and distributes premium grain-free food for dogs and cats under its "Naturally Appropriate" concept, positioning animal protein (up to 75-88% fresh meat or fish) as the first ingredient and substituting sweet potatoes and tapioca for grains. Core product lines include Ethos (grain-free dry dog food), Naturals (dry dog food with whole grains), Elements (wet dog food, including the new Iberian Pork formula), wet food and treats for cats under the Lands brand, plus treats, dental sticks, and biscuits. Manufacturing occurs in EU facilities, including a wind-powered wet cat food facility in Galicia, Spain, with all ingredients sourced from certified European suppliers, fit for human consumption.

The company monetizes through one-time unit pricing across dry food (€18.95+ for 2kg), wet food (€3.10 per pouch), treats (€3.90 per 100g), biscuits (€5.10 per 140g), and dental sticks (€4.00 per unit). Distribution spans 30+ countries through specialty pet shops, veterinary clinics, online pet stores, and retail partners (e.g., Auchan in France), with a direct-to-consumer e-commerce boutique in France operated by authorized distributor EURL Sandrine Dewasmes using Mondial Relay for delivery. Marketing relies on organic social (Facebook, YouTube, Instagram), pet blogger collaborations across France, PR placements in regional publications, and trade show participation (Animal Expo, Chiens Chats salon).

The company is independent with no disclosed venture or private equity backing, no parent organization, and no subsidiaries. Headcount is in the 11-50 range, revenue is not publicly disclosed, and certifications include BRC Food Certificate, Dolphin Safe Program (Earth Island Institute), ISO standards, and PEFC-certified packaging. Target customer segments are health-conscious pet owners seeking premium natural nutrition and pet owners whose animals have food sensitivities or have been sterilized.

Name

Naturea Petfoods

Legal name

Naturea Petfoods

Website

https://natureapetfoods.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Naturea Petfoods is a privately held Portuguese company founded in 2010 that formulates and distributes premium grain-free dog and cat food under its "Naturally Appropriate" concept, using human-grade ingredients from certified European suppliers and selling through retail partners and D2C e-commerce across 30+ countries.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Dry Pet Food (Kibble) (AFADAFAA)

akta.pro secondary industries

Wet & Canned Pet Food (AFADAFAB), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Premium pet food
• Grain-free dog food
• Natural cat food
• Pet food manufacturing
• Animal protein nutrition

Headquarters

HQ city

Santarém

HQ country

Portugal

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Food Product Sales: Naturea generates revenue through the sale of premium pet food products including dry food, wet food (pouches and cans), treats, biscuits, and dental sticks for dogs and cats. Products are sold through retail partners, online stores, and direct-to-consumer e-commerce.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Naturea Petfoods manufactures and sells premium, grain-free and natural pet food for dogs and cats, including dry food (Ethos, Naturals, Lands for cats), wet food (Elements and standard wet food in pouches/cans), treats, biscuits, and dental sticks. Products are built on the proprietary 'Naturally Appropriate' concept, using meat or fish protein as the first ingredient (up to 75-88% fresh content), human-grade ingredients exclusively sourced from certified European suppliers, and manufactured under BRC Food Certificate standards in EU facilities.

Product overview

Naturea Petfoods is a Portuguese pet food company founded in 2010 offering premium pet food for dogs and cats. The product portfolio consists of three main categories for dogs (Ethos grain-free dry food, Naturals dry food with whole grains, and Elements wet food) and two for cats (Lands grain-free dry food and wet food). Supporting product lines include treats for both species, dental sticks for dogs, and biscuits for dogs. All products emphasize high animal protein content (first ingredient), human-consumption-grade ingredients, European sourcing, grain-free formulations, and recipes suitable for pets with food sensitivities. The company sells directly through its main e-commerce site and through a French online boutique (Naturea Boutique).

Differentiator

Problem solved

Functional benefit

Products and services

• Ethos (Grain-Free Dry Food for Dogs) Grain-free dry food for dogs featuring deboned meat and fish as the cornerstone ingredient, designed for puppies and adults.
• Naturals (Dry Food for Dogs) Dry food range for dogs with deboned meat and fish as the cornerstone, complemented with vegetables, fruits, and whole brown rice for balanced nutrition.
• Elements (Wet Food for Dogs, including Iberian Pork formula) Complete wet food for dogs, including the new Iberian Pork formula for adult dogs, prepared with fresh ingredients without colourings or preservatives.
• Wet Food for Dogs Complete wet food meals for dogs of all ages and breeds, featuring high meat content, grain-free recipes suitable for gluttons or picky eaters.
• Treats for Dogs Treats crafted with 88% fresh fish and meat as the foundation, enriched with vegetables and seaweeds for Omega-3 and Omega-6 fatty acids.
• Dental Sticks for Dogs Dental sticks to combat tartar build-up and gingivitis through mechanical chewing action, free from chemicals or detergent agents, crafted with 88% fresh fish and meat.
• Biscuits for Dogs Hand-crafted biscuits from a traditional Portuguese bakery, made from homemade recipes with grain-free, naturally wholesome ingredients in six flavors including Apple & Cinnamon, Duck & Blackberries, and Fish & Olive Oil.
• Lands (Grain-Free Dry Food for Cats) Grain-free dry cat food line with three formulas: Miacis (salmon, chicken, rabbit, sardines), Bastet (free-range chicken), and Barong (North Atlantic salmon), all suitable for cats of all ages.
• Wet Food for Cats Complete wet food for cats with high levels of animal protein and easily digestible animal fats, including Chicken, Salmon, Chicken with White Fish, and Chicken with Salmon varieties.
• Treats for Cats Cat treats crafted with 88% fresh fish and meat, enriched with vegetables and seaweeds providing Omega-3 and Omega-6 fatty acids, grain-free and suitable for all cats including sterilized ones.

Quantifiable outcome

• Products rated 4.9/5 by allaboutdogfood.co.uk specialists
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Mondial RelaycoreChannel Partner/ Reseller/ DistributorNaturea France uses Mondial Relay for package delivery across France, offering delivery to pick-up points with 3-6 business day delivery windows. This partnership provides cost-effective shipping solutions for the direct-to-consumer boutique operations.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Taste of the Wild (Diamond Pet Foods): Premium grain-free pet food brand featuring novel proteins (roasted venison, smoked salmon, wild boar) similar to Naturea's positioning around duck, wild boar, and lamb. Direct overlap in natural, high-meat formulation philosophy.
• Acana (Champion Petfoods): Sister brand to Orijen from Champion Petfoods, also focused on biologically appropriate, regionally inspired, high-meat-content pet food. Targets the same premium natural pet owner segment as Naturea.
• Orijen (Champion Petfoods): Premium pet food brand positioned around biologically appropriate, high-protein, grain-free formulations using fresh regional ingredients. Most direct premium-natural competitor to Naturea, with similar 'whole-prey' nutritional philosophy.
• Lily's Kitchen (Nestlé Purina): UK-based premium natural pet food brand acquired by Nestlé Purina. Focuses on natural, wholesome ingredients with strong European brand recognition in the same premium-natural category Naturea occupies.
• Carnilove: Czech premium natural pet food brand with strong European distribution. Emphasizes high meat content, grain-free recipes, and wild-origin proteins (salmon, turkey, reindeer) — closely aligned with Naturea's Naturally Appropriate positioning.
• Brit Care (Brit Premium): Czech premium pet food brand with strong European distribution and a product portfolio spanning dry food, wet food, and treats. Competes with Naturea in the mid-to-premium natural segment across Europe.
• Applaws (Mars Petcare): Premium natural pet food brand emphasizing high protein content, natural ingredients, and limited additives. Now part of Mars Petcare, but its product positioning in the natural-premium niche directly competes with Naturea.
• Arden Grange: UK-based premium pet food brand offering grain-free and sensitive-stomach formulations. Competes with Naturea in the European specialty pet retail channel and shares the focus on functional nutrition for pets with food sensitivities.

Broad incumbents

• Purina Pro Plan (Nestlé Purina): One of the largest global premium pet food brands with deep veterinary channel relationships. Represents the broad incumbent competition that Naturea faces in retail placement and brand awareness.
• Royal Canin (Mars Petcare): Global pet food leader (Mars Petcare) with broad portfolio including breed- and life-stage-specific nutrition. While not a direct natural-grain-free competitor, it dominates shelf space in the same retail channels where Naturea competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC0mhAJDLJkU7_n-JlU2B_6Q
• Facebookfacebook.com/natureauk
• Instagraminstagram.com/natureapetfoods/?hl=pt
• LinkedInlinkedin.com/company/naturea

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Naturea Petfoods