Premium Pet Products

What Premium Pet Products does

Premium Pet Products GmbH is a Munich-headquartered B2B distributor of premium pet food brands, serving trade partners across Germany, Austria, and the United Kingdom from offices in Munich, Leipzig, and Albourne with approximately 340 employees. The company operates as a wholly-owned subsidiary of AlphaPet Ventures GmbH, a digital brand platform that combines brand building with multi-channel distribution and platform services for scaling pet-related brands.

The company's core offering is a curated multi-brand portfolio of eight premium pet food brands—Wolfsblut, Wildes Land, Herrmann's Manufaktur, Arden Grange, Müller's Naturhof, Wildcat, Primum, and Ziwi—spanning dry, wet, and semi-moist formulations for dogs and cats, with emphasis on natural, species-appropriate, grain-free, and organic (DE-ÖKO-003 certified) nutrition. Underpinning operations is a B2B Online-Shop built on Odoo open-source technology, providing 24/7 ordering with brand/article filtering and availability display, complemented by marketing boxes, brochures (German and English), POS displays, and a 12+ million-follower influencer network attached to the Wildes Land brand.

Premium Pet Products generates revenue through wholesale distribution to pet specialty retail (Fachhandel), veterinarians, breeders and dog schools, mixed goods stores, food retail chains (LEH), and online retailers. The go-to-market is sales-led: a field team of more than 10 sales representatives plus 20+ support staff covers Germany and Austria, providing consulting and employee training to trade partners. Pricing is gated behind B2B trade registration, with a EUR 800 minimum order value (DHL delivery below threshold, freight forwarding above), prepayment required on first orders, and subsequent invoice options with a 1% discount. Wolfsblut enjoys over 50% brand awareness among pet owners, providing pull-through demand for the B2B channel.

Name

Premium Pet Products

Legal name

Premium Pet Products GmbH

Website

https://premiumpetproducts.de

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Premium Pet Products GmbH is a Munich-based B2B distributor of eight premium pet food brands, serving trade partners across Germany, Austria, and the UK through a field sales team and a 24/7 B2B Online-Shop.

Ownership category

akta.pro rank

Product category

Pet Food Distribution

NAICS

Pet and Pet Supplies Retailers (459910)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Pet Food & Treats Distribution (CRAOAKAA)

akta.pro secondary industry

Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

Keywords

• Pet food distribution
• Premium pet nutrition
• B2B pet supplies
• Multi-brand pet food
• Natural pet food

Headquarters

HQ city

Conway

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations, Infrastructure

Revenue model

1. Pet Food Distribution to Trade Partners: Premium Pet Products GmbH distributes high-quality pet food brands (Wolfsblut, Wildes Land, Herrmann's Manufaktur, Arden Grange, Müller's Naturhof, Wildcat, Primum, Ziwi) to pet supplies trade. Revenue generated through wholesale distribution to retailers including pet stores, veterinarians, breeders, food retailers, and online retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Premium Pet Products GmbH is a B2B distributor of premium, natural pet food for dogs and cats, selling eight proprietary and partner brands (Wolfsblut, Wildes Land, Herrmann's Manufaktur, Arden Grange, Müller's Naturhof, Wildcat, Primum, Ziwi) to trade partners including pet specialty retail, veterinarians, breeders, food retail, and online retailers. The company complements wholesale distribution with a B2B Online-Shop for 24/7 ordering, field sales support, employee training, and POS/marketing materials for trade customers.

Product overview

Premium Pet Products GmbH is a pet food distributor operating a multi-brand portfolio across eight sub-brands (Wolfsblut, Wildes Land, Herrmann's Manufaktur, Arden Grange, Müller's Naturhof, Wildcat, Primum, Ziwi) focused on premium, natural pet nutrition for dogs and cats. The company also operates a B2B Online-Shop platform enabling trade partners to place orders around the clock. The portfolio emphasizes grain-free, gluten-free formulations, organic ingredients (Herrmann's Manufaktur), and species-appropriate nutrition, with products ranging from dry and wet food to snacks and veterinary-formulated lines.

Differentiator

Problem solved

Functional benefit

Products and services

• Wolfsblut Premium dry, wet, and semi-moist dog food featuring high-quality meat or fish as the chief ingredient with selected fruit, vegetables, and superfoods, formulated to mirror the natural wolf diet. Distributed by Premium Pet Products to B2B trade partners.
• Wildes Land Natural, species-appropriate premium dog and cat food featuring extra fresh meat, grain-free and gluten-free formulas with valuable wild herbs. Distributed by Premium Pet Products to B2B trade partners.
• Herrmann's Manufaktur Organic premium pet food using high-quality bio ingredients and meat from species-appropriate husbandry, distributed by Premium Pet Products to B2B trade partners.
• Arden Grange British super-premium, hypoallergenic dog and cat food produced since 1996, naturally preserved without artificial preservatives, flavours, or colours. Distributed by Premium Pet Products to B2B trade partners.
• Müller's Naturhof Dog and cat food featuring selected local ingredients processed using traditional methods, with particularly gentle preparation to preserve quality, taste, and native nutrients. Distributed by Premium Pet Products to B2B trade partners.
• Wildcat Premium cat food brand distributed by Premium Pet Products to B2B trade partners.
• Primum Premium pet food brand distributed by Premium Pet Products to B2B trade partners.
• Ziwi Premium pet food brand distributed by Premium Pet Products to B2B trade partners.
• B2B Online-Shop Online ordering platform for B2B trade partners enabling 24/7 ordering with brand/article overview, filtering, search options, availability display, and minimum order value information.

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• AlphaPet Ventures GmbHparent_companyStrategic or Co-development PartnerAlphaPet Ventures GmbH is the parent company of Premium Pet Products GmbH. As a subsidiary, Premium Pet Products benefits from shared know-how and a strong brand portfolio. AlphaPet Ventures GmbH serves as a digital brand platform combining brand building with multi-channel distribution and platform services for scaling pet brands. Together, the subsidiaries drive digitalization and digital brand building in the pet market with the vision to establish healthy pet food in the mainstream.

Scale indicators5 records

Recent moves3 records

Expansion highlights6 records

Others

• AlphaPet Ventures GmbH: Parent company of Premium Pet Products and operator of a multi-subsidiary digital pet brand platform — provides shared services, brand-building capabilities, and digitalization initiatives that materially shape PPP's operating model and growth runway.

Broad incumbents

• PetCo: Large US specialty pet retailer with an expanding premium/natural assortment — relevant as a global benchmark for the premium pet distribution and retail thesis, though primarily US-focused with limited direct overlap in DACH.
• Vitakraft: Major German pet food manufacturer with broad multi-species portfolio including premium lines, distributed across European retail and specialist channels — a scaled incumbent operating in the same DACH market and channels as Premium Pet Products.
• Nestlé Purina: Global pet care powerhouse whose premium lines (Purina Pro Plan, ONE) compete head-to-head with Premium Pet Products' distributed brands for vet and specialty trade partner placements across Germany and Austria.
• Mars Petcare: Global pet food leader behind Royal Canin, Pedigree, Whiskas and other mass-to-super-premium brands — directly competes with Premium Pet Products for trade partner shelf space in pet specialty and food retail across Europe.

Direct peers

• Trixie Heimtierbedarf: Large German pet supplies manufacturer and wholesaler with multi-category pet products distributed to specialist retail across Europe — comparable DACH-headquartered pet products distributor with similar B2B trade partner motion.
• cdVet: German manufacturer and distributor of natural pet health and nutrition products sold primarily through veterinary and specialist trade channels — same premium/natural thesis with overlapping veterinary and Fachhandel customer base.
• Vet-Concept: Germany-based premium natural pet food company with a parallel B2B and B2C distribution model serving veterinarians and specialist pet retailers — directly comparable in product positioning, channel mix, and DACH geographic footprint.

Regional players

• Fressnapf: Europe's largest pet retail chain operating across Germany, Austria, and several other European countries — a key trade partner for Premium Pet Products but also a vertically-integrating competitor via its own private-label and exclusive brand programs.
• Zooplus (REWE Group): Europe's leading online pet supplies retailer operating across 30+ European markets — a major online trade partner for Premium Pet Products while also being a competitive destination for end consumers shopping premium brands like those in PPP's portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/premium-pet-products-gmbh

Compliance1 record

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 Premium Pet Products