LUSCIOUS

What LUSCIOUS does

Shandong Luscious Pet Food Co., Ltd. (山东路斯宠物食品股份有限公司, ticker 920419 on the Beijing Stock Exchange, formerly 832419 on the New Third Board since May 2015 and relisted on the BSE on March 11, 2022) is a vertically integrated Chinese pet food manufacturer headquartered in Shouguang, Weifang, Shandong. The company traces its origins to 1998, was incorporated in 2011, and operates two modern factories in China (Shouguang plus subsidiaries in Wuwei, Gansu and Haiyang, Yantai) and one overseas factory in Cambodia, supported by 7 GMP-standard processing workshops, 4 freeze-drying warehouses, a dedicated electron-beam irradiation center, and a Phase 2 main-food line rated at 5 tons/hour. Combined annual production capacity exceeds 30,000 tons, fixed assets are 90 million yuan, and factory footprint is 250,000 square meters.

The portfolio spans seven core categories — dog main food, cat main food, cat snacks, dog snacks, dog chew/dental products, canned wet food, and health-care products — delivering more than 1,000 SKUs under the Luscious house brand and sub-brands including Changyishu (畅益舒, gut-health/probiotic), Xiaoshihuan (小时欢, freeze-dried goat-milk and cat-grass sticks), Youjia (优加, premium complete nutrition), RORO, sea love, Kingman (金曼), 0 Price (0天价), and L98 (low-temperature baked fresh-meat cat food). Differentiated manufacturing technologies include -36°C rapid freeze-drying (1,200 tons/year), L98 low-temperature baking (≥98% animal protein claims), and electron-beam irradiation (30,000 tons/year), protected by 85 patents (4 invention patents) and 103 registered trademarks.

The business model combines direct-to-consumer e-commerce via Tmall and JD flagship stores, professional pet-channel and supermarket distribution within China, OEM/contract-manufacturing services for domestic and international brands, and direct export to distributors and retailers in 50+ countries including Germany, Russia, the USA, Finland, Japan, South Korea, the Netherlands, and the Czech Republic. Quality credentials — ISO9001, FSSC22000, IFS, BRC Global Food Safety, GMP, EU food export registration (3700PF034), US FDA, and Feed Production License — underpin both export and OEM eligibility, while awards such as the 2023 and 2024 Golden Bull Small Giant Award (China Securities Journal), JD Pet User Quality Five-Blessings Brand 2024, and User Favorite Brand for domestic dog treats (China Pet Industry White Paper, 2024) support brand positioning in a competitive domestic market.

Name

LUSCIOUS

Legal name

山东路斯宠物食品股份有限公司

Website

https://luspet.com

Company type

Public

Founded year

2011

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

LUSCIOUS (山东路斯) is a vertically integrated Chinese pet food manufacturer, listed on the Beijing Stock Exchange (920419), producing 1,000+ SKUs of dog and cat food across domestic retail, international export to 50+ countries, and OEM/contract manufacturing.

Ownership category

akta.pro rank

Product category

Pet Food Manufacturing

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (459910)

SIC

Food And Kindred Products (2000), Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro primary industry

Dry Kibble (Dog & Cat) (CRADAFAA)

akta.pro secondary industries

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD), Fresh & Refrigerated Pet Food (CRADAFAC), Pet Food & Treats Distribution (CRAOAKAA), Pet Food & Treats Retail (CRALAHAB)

Keywords

• Pet food manufacturing
• Dog food production
• Cat food products
• Pet treats
• OEM pet food

Headquarters

HQ city

Shouguang

HQ country

China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Domestic Retail Sales: Direct sales of pet food products to domestic consumers through e-commerce platforms and retail channels including Tmall, JD, and supermarket partnerships.
2. International Export: Export of pet food products to over 50 countries and regions including Germany, Russia, USA, Finland, Japan, South Korea, Netherlands, and Czech Republic. Export value reported at 4.5 billion yuan.
3. OEM/Contract Manufacturing: Private label and contract manufacturing services for other brands, accepting entrusted processing requests from domestic and international clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

LUSCIOUS (Shandong Luscious Pet Food Co., Ltd.) is an integrated pet food manufacturer engaged in the R&D, production, processing, and sale of dog food, cat food, treats, chews, canned food, and healthcare products for pets. The company offers over 1,000 SKUs across multiple sub-brands and provides OEM/contract manufacturing services. Its products are exported to more than 50 countries and its annual production capacity exceeds 30,000 tons.

Product overview

LUSCIOUS (路斯) is a comprehensive pet food manufacturer producing a diverse portfolio of over 1000 SKUs across 7 main product categories: dog main food (犬主粮), cat main food (猫主粮), cat snacks (猫零食), dog snacks (狗零食), dog chew toys (狗咬胶), canned wet food (罐头), and health care products (养护型产品). The company operates sub-brands including Changyishu (畅益舒) for health-focused snacks and Xiaoshihuan (小时欢) for innovative functional cat products. Core products feature specialty lines like L98 low-temperature baked fresh meat formulas, RORO complete nutrition foods, and Youjia (优加) premium formulas. The company also produces freeze-dried snacks, air-dried meats, and complete raw food products (生骨肉). With facilities in Shouguang, a Cambodia factory, and 7 GMP-standard processing workshops, the company has an annual production capacity of 30,000+ tons serving both domestic Chinese and global export markets across 50+ countries.

Differentiator

Problem solved

Functional benefit

Brands

• 畅益舒: A sub-brand focused on pet intestinal health and probiotic supplements, featuring freeze-dried, air-dried, and main food products.
• 小时欢
• 优加
• RORO
• 养护型产品
• sea love
• 金曼 Kingman
• 0天价
• L98

Products and services

• Dog Main Food (犬主粮)

Quantifiable outcome

• Annual production capacity of 30,000+ tons
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• 天猫旗舰店coreChannel Partner/ Reseller/ DistributorOfficial flagship store partnership on Tmall e-commerce platform for domestic online retail sales of Luscious branded pet food products.

Scale indicators10 records

Recent moves12 records

Expansion highlights6 records

Emerging players

• Wellness Pet Company: Premium natural pet food brand (Wellness, Old Mother Hubbard) producing dry food, wet food, and treats. Comparable to Luscious on product breadth and premium/functional positioning; competes for shelf and consumer attention in similar channels.

Direct peers

• Myfoodie Pet (乖宝宠物): Shandong-based pet food company (ChiNext listed) producing treats, dry food, and snacks under owned and licensed brands including Myfoodie and Waggin' Train. Comparable to Luscious on full-category coverage, strong domestic e-commerce presence, and large-scale manufacturing capacity.
• Nature Bridge (比瑞吉): Premium Chinese pet food brand focused on natural and functional formulations for dogs and cats. Comparable to Luscious on premium positioning, Chinese-market focus, and emphasis on functional/healthy ingredient claims — directly competitive in the same Shanghai/Shenzhen/Beijing premium segment.
• Petpal Pet (佩蒂股份): Listed Chinese pet food manufacturer (Shenzhen) producing dog/cat treats, chews, and main food for both domestic and export markets. Highly comparable to Luscious on product mix (treats, chews, jerky), export-driven revenue model, and target customer base of pet owners and overseas OEM clients.
• Zhongchong Pet (中宠股份): Shandong-based peer and one of China's largest pet food manufacturers, listed on the Shenzhen Stock Exchange. Directly comparable on comprehensive pet food categories (treats, wet food, dry food), heavy export orientation, and B2B/OEM serving global brands — including overlap with Luscious's most important export markets.

Broad incumbents

• Hill's Pet Nutrition: Science-led pet food brand owned by Colgate-Palmolive with global reach in veterinary and specialty channels (Science Diet, Prescription Diet). Comparable to Luscious on premium positioning and focus on functional/health claims, particularly competitive in the L98 target segment.
• Blue Buffalo (General Mills): Premium natural pet food brand in North America, owned by General Mills. Comparable to Luscious on premium, natural/functional positioning and broad retail distribution; competitor in US export channels.
• Nestle Purina PetCare: World's largest pet care company (Purina ONE, Pro Plan, Fancy Feast, Friskies). Comparable to Luscious on full-spectrum dog and cat food manufacturing and global distribution; competes with Luscious across both Chinese and export channels via premium brands.
• Mars Petcare: Global pet food giant (Royal Canin, Pedigree, Whiskas, Royal Canin, IAMS) with multibillion-dollar scale across dry food, wet food, and treats. Sets the global benchmark that Luscious competes against in both export markets and the premium Chinese segment; broadly comparable on category coverage but materially larger.

Others

• Diamond Pet Foods: Large US-based private pet food manufacturer producing both branded (Diamond, Taste of the Wild, Kirkland) and private-label products. Comparable to Luscious's OEM/private-label manufacturing business model and use of co-manufacturing for retailers and other brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries6 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 LUSCIOUS