Diana Pet Food

What Diana Pet Food does

Diana Pet Food operates as Symrise Pet Food, a division of Symrise AG, a German multinational specializing in flavors, nutrition, and pet food ingredients. Founded in 1997 and headquartered in Elven, France, the company is a B2B supplier of ingredients and solutions to pet food manufacturers globally, covering three functional categories: palatability (under the SPF brand), nutrition (Nuvin brand), and protection (Videka brand). It positions itself as a global leader of sustainable, high-value solutions for pet food and serves enterprise pet food manufacturers through a direct field sales model that provides local support across multiple regions.

The company's core offerings span ingredient portfolios and complementary proprietary services. SPF focuses on palatability enhancers that ensure pet food acceptance, Nuvin delivers nutritional ingredients including egg and chicken proteins, hydrolyzed proteins, and health products, while Videka provides antioxidants, antimicrobials, and lab services for food protection. Two proprietary platforms support these offerings: Panelis, an expert measurement center network that quantifies pet behavior and food preferences directly from cats and dogs, and Yummypets, a data platform aggregating pet owner perceptions and buying behaviors from a global community. Recent technology initiatives include a 2026 strategic investment in Bond Pet Foods to develop sustainable protein ingredients via precision fermentation.

Diana Pet Food operates a B2B revenue model, supplying ingredients and solutions to pet food manufacturers under contract/quote-based pricing. It supports customers at every stage of product development through a worldwide direct sales infrastructure, with marketing conducted through content (Appet!zer blog), industry events (IAFP, SPISE, Pet Fair Asia), and LinkedIn presence. The business is part of Symrise AG, publicly traded on the Frankfurt Stock Exchange, providing capital and operational backing for global expansion, including a new manufacturing facility inaugurated in Querétaro, Mexico in February 2026.

Name

Diana Pet Food

Legal name

Symrise AG

Website

https://diana-petfood.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Symrise Pet Food (formerly Diana Pet Food) is a global B2B supplier of pet food ingredients and solutions covering palatability, nutrition, and protection, serving pet food manufacturers worldwide through proprietary measurement and data platforms.

Ownership category

akta.pro rank

Product category

Pet food ingredients

NAICS

Animal Food Manufacturing (31111), Animal Food Manufacturing (3111)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Functional & Veterinary Diet Pet Food (CRADAFAF)

akta.pro secondary industries

Alternative Protein & Sustainable Pet Food (insect/plant/cell-based) (CRADAFAI), Fresh & Refrigerated Pet Food (CRADAFAC)

Keywords

• Pet food ingredients
• Pet food palatability
• Pet nutrition solutions
• Food protection solutions
• Pet food manufacturing

Headquarters

HQ city

Elven

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Food Ingredients and Solutions: B2B supplier of ingredients and solutions to pet food manufacturers, covering palatability enhancers, nutritional ingredients, and food protection solutions

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Diana Pet Food (operating as Symrise Pet Food) is a B2B supplier of ingredients and formulated solutions for the pet food industry. It delivers three integrated product lines: SPF for pet food palatability, Nuvin for pet nutrition, and Videka for pet food protection (antioxidants, antimicrobials, and lab services). The company supports pet food manufacturers at every stage of product development.

Product overview

Symrise Pet Food operates as a comprehensive platform offering three core product lines: SPF for pet food palatability, Nuvin for pet nutrition, and Videka for pet food protection. These are complemented by Panelis measurement services and Yummypets data platform. The portfolio covers the three essential aspects of pet food: making pets eat (palatability), supporting animal health (nutrition), and keeping food safe and enjoyable (protection).

Differentiator

Problem solved

Functional benefit

Brands

• SPF: Pet food palatability solutions - making pet foods more appealing to pets
• Nuvin
• Videka
• Panelis
• Yummypets

Products and services

• SPF (Pet Food Palatability) Pet food palatability solutions (taste enhancers and coatings) that make pet foods more appealing to cats and dogs. Sold to pet food manufacturers seeking improved feed acceptance. Includes dedicated solutions for drugs and dietary supplements.
• Nuvin (Pet Nutrition) Pet nutrition ingredient range delivering complete, natural nourishment for pets. Includes egg ingredients, chicken ingredients, hydrolyzed proteins, health products, and nutrition for feed. Sold to pet food manufacturers and feed producers.
• Videka (Pet Food Protection) Pet food protection solutions including antioxidants, antimicrobials, and lab services that keep pet food fresh, safe, and shelf-stable. Sold to pet food manufacturers and renderers.
• Panelis Palatability Measurement Expert measurement service that assesses what cats and dogs actually enjoy through dedicated palatability testing centers. Sold to pet food manufacturers as a contracted research and product testing service.
• Yummypets Consumer Insights Platform Global community data platform that delivers real insights into pet owners' perceptions and buying habits. Sold to pet food manufacturers seeking consumer-driven product development intelligence.

Segments1 record

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.

• Bond Pet FoodscoreStrategic or Co-development Partner · 15 April 2026Symrise invested in Bond Pet Foods to accelerate sustainable innovation in pet nutrition via precision fermentation. This partnership focuses on developing sustainable protein ingredients for pet food using precision fermentation technology.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• dsm-firmenich: Combined post-merger entity is a global leader in taste, texture, and nutritional ingredients (including animal nutrition under DSM's former segment). Comparable to Diana as a B2B specialty-ingredient supplier with formulation-support services, though broader portfolio and less pet-food-centric.
• ADM (Archer Daniels Midland): ADM's Animal Nutrition segment supplies pet food manufacturers with proteins, palatants, and functional ingredients and operates a global manufacturing footprint. Overlaps with Diana across Nuvin nutrition and SPF palatability lines, but at substantially larger scale and with commodity exposure.
• International Flavors & Fragrances (IFF): IFF's Health & Biosciences and Taste divisions include pet food palatability and nutrition ingredients. Comparable supplier of flavors, hydrolysates, and proteins to pet food manufacturers; broader portfolio than Diana, similar B2B enterprise sales model.
• Cargill: Cargill Animal Nutrition supplies proteins, premixes, and functional ingredients to global pet food brands. Comparable on the nutrition/manufacturing side; less specialized than Diana in pet-specific palatability, but a competitor in any multinational pet food RFP.
• Kerry Group: Kerry's Taste & Nutrition division supplies taste modulation, functional ingredients, and protein solutions across food categories including pet food. Direct competition for Nuvin and Videka slots, particularly in savory broths, hydrolysates, and palatability coatings.
• Givaudan: World leader in flavors and fragrances with increasing animal-nutrition presence. Comparable on the taste/palatability side to SPF; less pet-food depth but credible on any multinational formulation co-development.

Direct peers

• Kemin Industries: Kemin is the closest direct peer: a privately-held, science-led ingredient manufacturer with a dedicated Pet Food division selling palatability enhancers, antioxidants, antimicrobials, and nutrition ingredients to global pet food manufacturers — directly overlapping with SPF, Nuvin, and Videka on palatability and food protection.
• Lallemand Animal Nutrition: Lallemand is a privately-held yeast/bacteria specialist selling live probiotics, yeast derivatives, and palatability solutions to the pet food industry. Direct peer to Diana in functional nutrition and food protection adjacencies (gut health, antimicrobial).

Emerging players

• Balchem Corporation: Balchem's Human Nutrition & Health segment supplies chelated minerals and functional ingredients increasingly used in premium pet food. Adjacent comparable on the nutrition/functional-ingredient side with growing pet exposure.

Regional players

• Phibro Animal Health: Phibro supplies nutritional specialty ingredients and animal health products; overlap is partial and broader-species, but comparable on nutrition/feed-additive categories that compete with Nuvin health products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/diana-petfood
• Xx.com/DIANA_Symrise
• Facebookfacebook.com/DPFNAM

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 Diana Pet Food