AniForte
AniForte is a German e-commerce company that manufactures and sells natural pet food, supplements, and care products for dogs, cats, horses, and poultry/small animals through its own DTC storefronts, a UK site, and a B2B wholesale portal.
- Company typePrivate
- Founded2013
- HeadquartersBrüggen, Germany
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What AniForte does
AniForte (legal entity: The Nutriment Company Germany TNCG IV GmbH) is a German direct-to-consumer pet care company founded in 2013 and headquartered in Brüggen, Germany. It manufactures and sells natural pet food, nutritional supplements, and care products through a multi-category catalog of 400+ SKUs spanning dogs, cats, horses, and poultry/small animals. Production is carried out in-house at a bio-certified facility (Öko-Kontrollnummer DE-ÖKO-003) under German quality standards, with batch-level testing for contaminants and heavy metals. The product portfolio is organized under three sub-brands — PureNature (premium wet food), FarmLife (poultry and small animals), and VET (veterinary-positioned products) — and covers functional categories including joint/mobility, digestive health, coat/skin, parasite defense, dental care, and stress/anxiety support.
The business operates primarily as a verticalized e-commerce company with a self-serve Shopify-based storefront at aniforte.de, complemented by a UK storefront (aniforte.co.uk), a dedicated B2B/wholesale portal (b2b.aniforte.de) serving retailers, animal practitioners (Tierheilpraktiker), and breeders (Züchter), and a physical store-locator page for offline discovery. Revenue mechanics combine one-time DTC sales, a subscription product (Spar-Abo) offering 10% recurring discounts with adjustable 2-14 week delivery cadence, and a wholesale layer. The company is led by Managing Director Krystof Mantel, has 51-100 employees, and reports 350,000+ customers served with 19,967 verified reviews averaging 4.74/5 stars, supported by a public veterinary endorsement program anchored by specialist surgeon Philipp Schledorn.
Go-to-market is product-led growth executed through owned digital channels: SEO/content marketing via a species-organized blog, email/newsletter acquisition with a 10% welcome offer, customer review-driven social proof, a loyalty and referral program (AniForte Friends), and veterinary expert endorsements for top-of-funnel credibility. Free shipping thresholds (€49-€59 within Germany) and a wide price ladder (€0.49 accessories to ~€30.99+ specialty supplements; multi-pack bundles) indicate a value-engineered funnel targeting mass-market natural-pet owners rather than premium ultra-luxury positioning. No AI/ML capability, proprietary software platform, or third-party integrations beyond standard Shopify and Reviews.co.uk are disclosed.
AniForte firmographics
Firmographics- Name
- AniForte
- Legal name
- The Nutriment Company Germany TNCG IV GmbH
- Website
- https://aniforte.de
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- AniForte is a German e-commerce company that manufactures and sells natural pet food, supplements, and care products for dogs, cats, horses, and poultry/small animals through its own DTC storefronts, a UK site, and a B2B wholesale portal.
- Ownership category
- akta.pro rank
AniForte industry classification
Industry- Product category
- Natural Pet Food & Supplements
- NAICS
- Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910), Animal Food Manufacturing (31111)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Natural/Organic & Limited-Ingredient Diets (CRADAFAH)
- akta.pro secondary industries
- Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Pet Food & Treats Retail (CRALAHAB), Functional & Veterinary Diet Pet Food (CRADAFAF), Fresh & Refrigerated Pet Food (CRADAFAC)
Keywords
Where AniForte is headquartered
LocationHeadquarters
- HQ city
- Brüggen
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
AniForte business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- E-commerce Product Sales (B2C): Direct online sales of natural pet food, supplements, and care products to consumers via aniforte.de. One-time purchase and subscription (Spar-Abo) options available. The company ships from Germany with free shipping threshold at €49/€59.
- B2B / Wholesale: B2B portal (b2b.aniforte.de) serves retailers, resellers, animal practitioners (Tierheilpraktiker), and breeders (Züchter) with dedicated wholesale pricing and programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard one-time purchase pricing across 400+ products |
| Subscription | Monthly | Spar-Abo subscription — 10% recurring discount |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
AniForte product offering
Product offeringCore offering
AniForte manufactures and sells over 400 natural pet food, supplements, and care products for dogs, cats, horses, and poultry/small animals through its own e-commerce storefronts. The portfolio includes wet and dry food, BARF (raw feeding) products, functional supplements for joints, digestion, coat/skin, and immune health, natural parasite protection, dental care, hygiene products, and treats, produced in-house at its Brüggen, Germany facility.
Product overview
AniForte is a German online pet supply retailer specializing in natural pet food and health products for dogs, cats, horses, and poultry/small animals. The company operates a multi-category e-commerce platform with over 400 products manufactured in-house in Brüggen, Germany. The product portfolio centers on four animal categories (dogs, cats, horses, chickens/small animals) with five core product lines: premium wet and dry pet food under the PureNature and FarmLife sub-brands; BARF (raw feeding) products including supplements, oils, and meat purees; comprehensive nutritional supplements for joint health (Grünlippmuschel, MSM, AgilityVET), digestive support (Ulmenrinde, Naturmoor, Flohsamen), coat/skin health (Fellharmonie, Bierhefe, Lachsöl), and immune system; natural parasite protection (ZeckenSchild, Ectoprotex, Milben-STOP); and specialized care products including dental care, ear/eye care, paw protection, and Bach flower remedies for stress relief. Products are marketed as natural, with raw materials sourced from nature and traditional formulations developed with animal health experts. The company also offers a subscription service (Spar-Abo) providing 10% discounts and flexible delivery schedules.
Differentiator
Problem solved
Functional benefit
Brands
- FarmLife: Product line for poultry and small animals including chicken feed, supplements, and stall hygiene products
- PureNature
- VET
Products and services
- AniForte Nassfutter Hunde (Dog Wet Food) Premium wet food for dogs made from natural ingredients, available in multiple protein sources (chicken, beef, lamb, turkey, horse, wild) with vegetables, grain-free formulas, and special dietary options including PureNature and LandChicken lines.
- AniForte Trockenfutter Hunde (Dog Dry Food) Dry and semi-moist dog food including LandChicken (chicken with rice), FreelandDuck (duck with millet), FjordSalmon (salmon with potatoes), and CountryBeef (beef with potatoes), all grain-free and made with natural ingredients.
- AniForte BARF Produkte Biologically Appropriate Raw Food (BARF) products including supplements, oils, vegetable flakes, and meat purees for raw feeding of dogs and cats.
- AniForte Futterergänzungen (Nutritional Supplements) Nutritional supplements for dogs, cats, and horses including green-lipped mussel powder, MSM, collagen, brewer's yeast, salmon oil, hemp oil, linseed oil, evening primrose oil, and comprehensive multivitamin blends for joint health, coat/skin, immune system, and digestive support.
- AniForte Magen & Darm Produkte (Digestive Health) Digestive health products including slippery elm bark (liquid and powder), natural moor/heilmoor, psyllium husks, Bio Morosan bland diet, WermiX herbal worm support, and Probiotic TopinPur VET for gut flora support.
- AniForte Gelenke & Bewegung (Joint & Mobility Support) Joint and mobility support products including joint tablets with MSM, joint snacks, AgilityVET joint tablets, green-lipped mussel, devil's claw, frankincense capsules, hyaluronic acid, and combination formulas for dogs with osteoarthritis and mobility issues.
- AniForte Fell & Haut (Coat & Skin Care) Coat and skin health products including Fellharmonie care spray, Fellharmonie vital powder, Fellharmonie food oil, brewer's yeast (tabs and powder), salmon oil capsules, evening primrose oil, and Bio Kokosöl for skin health and shiny coat.
- AniForte Parasitenschutz (Parasite Protection) Natural parasite protection products including ZeckenSchild capsules, Zeckenspray tick defense spray, Ectoprotex Spot-On for dogs and cats, Milben-STOP spray, and Kieselgur powder for stall hygiene and mite prevention.
- AniForte Zahnpflege (Dental Care) Dental care products for dogs and cats including Denta Snack functional treats, Denta Clean & Care dental spray, dental care powder, and dental finger pads for oral hygiene and tartar reduction.
- AniForte Pflege & Hygiene (General Care & Hygiene) General care and hygiene products including ear cleaning drops with colloidal silver, ear cleaning pads, eye cleaning pads, gentle eye care, paw protection balm, and silver water spray for wound care.
- AniForte Bachblüten & Beruhigung (Calming & Stress Relief) Natural calming products including Bach flower remedies (globuli) for situations like thunderstorms/Silvester, Rivalry, Protest, herbal mixture Calm & Relax, Relax spray, and Relax Snack for stress and anxiety support.
- AniForte Snacks, Leckerlis & Kau-Artikel (Treats & Chews) Natural dog treats, snacks, and chewing articles including Dog Snacks (horse, beef, chicken), rabbit ears with fur, cheese chew bones, fish skin donuts, salmon skin, insect snacks, Highland Red Deer Antler chew bones, and Olive Wood chew bones.
- AniForte Katzenfutter & Zubehör (Cat Food & Accessories) Cat food and accessories including wet food (LandChicken with pumpkin, Fish & Chicken with salmon, Fine Turkey with sweet potato), BARF supplements, and supplements for coat/skin, joints, digestion, and parasite protection.
- AniForte Pferdefutter & Ergänzungen (Horse Feed & Supplements) Horse feed and supplements including 4in1 Complete Horse multi-support formula, Vitality Cobs natural hay cobs, Egyptian black cumin seeds, MSM powder, devil's claw, hoof acute herbs, and parasite protection sprays.
- AniForte FarmLife Geflügel & Hühner Produkte (Poultry & Small Animals) FarmLife product line for chickens, poultry, and small animals including feed mixes with herbs, wellness herbs, calcium supplements, feed mix with oregano, brewer's yeast, vital mix powder, Milben-STOP spray, Kieselgur powder, and dust bath products.
- AniForte Spar-Abo (Subscription Service) Subscription service offering 10% discount on regular orders with flexible delivery intervals (every 2-14 weeks), free gift from second delivery onwards, and ability to pause, adjust or cancel anytime.
Quantifiable outcome
- 350,000+ satisfied pets and customers
- +1 more outcomes
Companies that use AniForte
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles5 records
AniForte technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AniForte partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights4 records
AniForte competitors and assessment
Company assessmentBroad incumbents
- Fressnapf: Europe's largest specialty pet supplies retailer with hundreds of physical stores plus an online channel. Comparable to AniForte as a leading German pet supplies destination, though substantially larger and broader in assortment than AniForte's natural-focused range.
- Josera petfood: German family-owned pet food manufacturer with broad dog and cat food portfolio including natural/super-premium lines. Comparable to AniForte as a German-manufactured multi-category pet food brand, though operating at a much larger scale with broader retail distribution.
Direct peers
- Forthglade: UK natural pet food brand focused on wet food, meals, and treats for dogs and cats. Comparable to AniForte's UK storefront positioning on natural ingredients and natural pet nutrition, and relevant given AniForte's aniforte.co.uk expansion.
- cdVet Naturprodukte: German manufacturer of natural pet care products, supplements, and hygiene items for companion animals. Comparable to AniForte on natural ingredient positioning, supplement-heavy catalog, and German manufacturing with multi-species coverage.
- Zooplus: One of Europe's largest online pet retailers, headquartered in Germany. Closely comparable to AniForte as a D2C e-commerce pet supplies business with multi-category food and accessory assortments; serves a similar German customer base though at significantly larger scale.
- Terra Canis: German manufacturer and brand of natural/BARF dog and cat food, sold primarily through D2C and specialty retail. Directly comparable to AniForte on natural ingredient positioning, German manufacturing, and target pet owner segments.
- Pets Deli: German D2C brand specializing in fresh, gently cooked pet food with a subscription model. Comparable to AniForte as a digitally native German pet food brand targeting natural/premium consumers with subscription-driven retention.
- Vet-Concept: German pet food manufacturer focused on natural and veterinary-grade diets for dogs and cats, with strong veterinary recommendation channel. Comparable to AniForte on natural positioning, German production, and reliance on veterinary/expert endorsement.
- Yarrah Organic Petfood: Dutch producer of certified organic dog and cat food sold across Europe. Comparable to AniForte on organic certification, natural ingredient positioning, and multi-country European distribution.
- PerNaturam: German specialist in natural pet nutrition, supplements, and BARF products for dogs, cats, and horses. Comparable to AniForte on natural product positioning, supplement-heavy range, in-house German production, and cross-species coverage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AniForte social profiles
Digital presenceAniForte compliance and trust
Trust signalCompliance1 record
AniForte financial estimates
Financial estimateRevenue estimate
Valuation estimate
AniForte leadership team
Management profileNumber of profiles
Profiles1 record
AniForte funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AniForte M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AniForte
What does AniForte do?
AniForte manufactures and sells over 400 natural pet food, supplements, and care products for dogs, cats, horses, and poultry/small animals through its own e-commerce storefronts. The portfolio includes wet and dry food, BARF (raw feeding) products, functional supplements for joints, digestion, coat/skin, and immune health, natural parasite protection, dental care, hygiene products, and treats, produced in-house at its Brüggen, Germany facility.
Is AniForte a public or private company?
AniForte is a private company. It is classified as unknown and is currently operating.
When was AniForte founded?
AniForte was founded in 2013. It employs 51 to 100 people.
Where is AniForte based?
AniForte is headquartered in Brüggen, Germany, in the Europe region.
How does AniForte make money?
Two revenue lines are on record. E-commerce Product Sales (B2C) is the primary driver. The others are B2B / Wholesale.
Who are AniForte's main competitors?
Broad incumbents on record are Fressnapf and Josera petfood. Direct peers are Forthglade, cdVet Naturprodukte, Zooplus, Terra Canis, Pets Deli, Vet-Concept, Yarrah Organic Petfood and PerNaturam.
Does AniForte have an API?
No public API is recorded for AniForte.
What industry is AniForte in?
AniForte's product category is Natural Pet Food & Supplements. Its primary akta.pro industry code is CRADAFAH, Natural/Organic & Limited-Ingredient Diets, with a secondary code of HLAMALAN, Species-Specific Supplements (Dog/Cat/Other Companion Species). Its NAICS code is 311111 and its SIC code is 2000.