St. Hippolyt Nordic

What St. Hippolyt Nordic does

St. Hippolyt Nordic A/S is a privately held Danish animal nutrition company founded in 1995, headquartered at Øgelundvej 7, Blåhøj, DK-7330 Brande, Denmark, with operations across the Nordic countries (Denmark, Norway, Sweden, and Finland). The company serves primarily horse owners across hobby, sport, and breeding disciplines, with secondary exposure to dog owners via its GOOOD sub-brand and a tertiary channel to feed consultants and veterinarians. Distribution combines direct-to-consumer e-commerce on hippolyt.dk (with GLS courier shipping and free shipping above 1,500 DKK) and an authorized dealer network supported by a dedicated B2B portal (b2b.hippolyt.dk), with local pickup available at the Brande headquarters.

The product portfolio is organized into clinically distinct equine lines: the GlyxWiese fiber range (Müsli, Wiesentaler, Senior Fiber, Høcobs, Luzerne Mix, Meadow Mix, Light Mix, BIO Luzernecobs, Esparsettecobs), NaturMüsli and NaturPellets base feeds (SOLO, with herbs, Grain Free, SENIOR, Easy Breeder), condition-specific feeds (EquiGard Nordic for metabolic horses, Hesta Mix Nordic for special breeds, the Muscle Range for performance and PSSM-prone horses, Gastro Relief and GastroIntestinal for digestive sensitivity), the LIQUIDs supplement line distinguished by liposomal encapsulation for higher bioavailability, electrolyte and micronutrient supplements, and the Relax BioCare care range. Underlying technical capabilities include low-temperature milling capped at 38°C, liposomal encapsulation of vitamins and minerals, milk-acid fermentation for grain flakes, and CO2-neutral production at the German mill where raw materials are sourced within a 50 km radius. Nordic-formulated trace element and mineral profiles are calibrated for regional forage conditions.

The company generates revenue primarily through unit-pricing of physical products (samples from 25 DKK, mainstream feeds at 215–400 DKK per bag, premium supplements up to 1,235 DKK for GastroIntestinal and 705 DKK for AstraVital LIQUID), with a secondary pay-as-you-go roughage analysis service priced at 1,460 DKK per hay or wrap test. Free feed consulting functions as a customer-acquisition and retention layer rather than a revenue stream. Pricing is in Danish Kroner with checkout via Bambora/Worldline supporting Visa, Mastercard, Maestro, and MobilePay. The entity is privately held with no identified parent company, institutional investors, or public listings, and discloses no financial figures.

Name

St. Hippolyt Nordic

Legal name

St. Hippolyt Nordic A/S

Website

https://hippolyt.dk

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

St. Hippolyt Nordic is a Danish animal nutrition company selling science-based horse feed, supplements, and care products via its own e-commerce store and authorized dealer network across the Nordic countries, and also markets a secondary GOOOD dog food brand.

Ownership category

akta.pro rank

Product category

Equine and Canine Animal Nutrition

NAICS

Animal Food Manufacturing (31111), Animal Food Manufacturing (3111), Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA)

akta.pro secondary industries

Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG), Equine Senior & Special-Needs Feeds (Easy-Keeper, Metabolic/Low-NSC) (AFADAEAE), Equine Performance & Conditioning Feeds (High-Energy/Sport Horse) (AFADAEAD), Equine Treats & Reward Products (AFADAEAH), Organic Equine Feed (AFADAJAE)

Keywords

• Equine nutrition
• Horse feed supplements
• Animal feed manufacturing
• Dog food products
• Roughage analysis services

Headquarters

HQ city

Blåhøj

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce direct sales: The company operates a direct-to-consumer online shop (hippolyt.dk) selling horse feed, dog food, supplements, care products, and merchandise. Orders are shipped via GLS courier service with free shipping on orders over 1,500 DKK. This is the primary revenue stream.
2. B2B dealer sales: Sales to horse owners through a network of authorized dealers, facilitated by a dedicated B2B portal (b2b.hippolyt.dk).
3. Feed analysis services: St. Hippolyt offers feed analysis services (grovfoderanalyse) for hay and wrap, enabling precise ration planning for customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

St. Hippolyt Nordic manufactures and sells a comprehensive range of science-based equine and canine nutrition products directly via its hippolyt.dk e-commerce storefront and through a Nordic dealer network. Its offering spans biologically optimal horse feeds (GlyxWiese fiber series, NaturMüsli/NaturPellets bases, EquiGard Nordic for metabolic horses, Hesta Mix Nordic for special breeds, Muscle Range, Gastro Relief, and mashes), supplements delivered through liposomal LIQUIDs and other formats, Relax BioCare care products, the GOOOD grain-free dog food line, roughage analysis services, and merchandise. The product line is specifically adapted to Nordic forage conditions.

Product overview

St. Hippolyt Nordic is a Danish animal nutrition company offering a comprehensive portfolio of specialized feeds and supplements for horses and dogs. The product range is organized into distinct categories: horse feeds include the GlyxWiese fiber series (Müsli, Wiesentaler, Senior Fiber, Høcobs, Luzerne Mix, Meadow Mix, Light Mix, and BIO Luzernecobs variants), the NaturMüsli/NaturPellets base feeds (SOLO, with herbs, Grain Free, and SENIOR formulations), specialized feeds for metabolism (EquiGard Nordic), special breeds (Hesta Mix Nordic), and the Muscle Range for performance horses. The company also offers mash products (Glyx-Mash, Irish Mash, SensiGard Mash, Relief Mash), supplements in liquid form (LIQUIDS series with liposomal encapsulation), gastrointestinal products (Gastro Relief series), and care products (Relax BioCare, KerbEX). Dog products are sold under the GOOOD sub-brand. The portfolio also includes merchandise, analysis services for roughage, and sample products for trial.

Differentiator

Problem solved

Functional benefit

Brands

• Goood: Dog food brand offering grain-free dog food with high-quality ingredients including free-range lamb, trout, and regional superfoods for skin, coat, bones, and joints.
• Relax BioCare
• Verm-X
• GlyxWiese
• NaturMüsli
• Muscle Range
• Gastro Relief
• Nordic Series

Products and services

• GlyxWiese Fiber Series A high-fiber, grain- and molasses-free horse feed series including GlyxWiese Müsli, Wiesentaler, Senior Fiber, Høcobs, Luzerne Mix, Meadow Mix, Light Mix, BIO Luzernecobs, and Esparsettecobs. Designed to upgrade roughage quality with herbs, grasses, and proteins for all horse types including senior, light-fed, and thrifty breeds.
• NaturMüsli and NaturPellets Base Feeds Concentrated and palatable fiber-rich base feeds available in muesli and pellet formats, including variants without grain or alfalfa and formulas tailored for senior and breeding horses.
• Hesta Mix Nordic (Special Breeds) Feed for special breeds with high vitamin and mineral content, supporting skin, coat, and hooves; available in pellets, muesli, and a Light variant for extremely thrifty horses.
• EquiGard Nordic (Metabolism) Grain-free, very-low-starch and -sugar feeds for thrifty horses and horses with metabolic challenges, delivered in muesli and pellet formats with metabolism-specific mineral calibration.
• Muscle Range A series of feeds and supplements (Muscle Fiber, Muscle Rice, Muscle Protein, Muscle Gard, Muscle Energy Boost) developed for performance horses and horses with muscle metabolism challenges such as PSSM.
• Mash Products (Glyx-Mash, Irish Mash, SensiGard Mash, Relief Mash) Wellness mashes for the equine digestive system: grain-free Glyx-Mash, herbal Irish Mash, SensiGard Mash for sensitive horses, and Relief Mash with psyllium for intestinal cleansing.
• Gastro Relief Series A gastrointestinal support line including Gastro Relief Beet (fiber with natural pectins), Gastro Relief Oil (sea-buckthorn macerat), GastroIntestinal (brewer's yeast, PSB complex, linseed, beta-glucans), and CuraColon/Curagest/CuraBiom digestive bars.
• LIQUIDs Liposomal Supplements Liquid supplements using proprietary liposomal encapsulation for superior nutrient bioavailability: AstraVital LIQUID, Hesta Plus LIQUID Magnesium B12, Zink, Jern, Mangan, and Makor LIQUID.
• Horse Care Products (Relax BioCare and KerbEX) Topical horse care products covering insect protection (KerbEX Rød, Grøn, Specialolie), skin and coat care (Cooling Lotion, Horse Sun Lotion, Calming Summer Spray/Lotion, FungoGard, Aftershear, EasyHair Spray), and hoof care (Ungulat Hoof Lotion, Hoof & Frog Lotion).
• Horse Nutritional Supplements (Biotin, MicroVital, Gemüse-Kräuter-Mineralien Nordic, SemperCube Nordic, LinuStar, GlucoGard, GlandoGard, Lamin forte, Movicur, Equimeb Hepa, Performance Fiber High Protein, Equilizer, Gold Medal, Struktur-E, SuperCondition, NutriStar, Kieselgold, Hesta Mix supplements, Verm-X Hest pellets, Equilyte, Knoblizem, Hefekultur, Licki, Ungulat) A broad portfolio of horse nutritional supplements addressing hoof health, micronutrients, coat and skin, metabolism, joint and tendon support, liver, protein and performance, insect defence, digestion, and electrolyte replenishment.
• Horse Treats (Glyx Lobs, Lobs) Grain-free horse treats (Glyx Lobs) and premium reward treats (Lobs) made from first-class raw materials.
• Grovfoderanalyse (Roughage Analysis Service) Roughage analysis services (1,460 DKK each) for hay and wrap that determine nutritional content and enable precise ration planning for customers' horses.
• GOOOD Dog Food Brand GOOOD grain-free dog food range covering adult, junior, senior, sensitive, and insect-based diets in dry and wet formats, with high-quality proteins including trout, free-range lamb, free-range chicken, free-range turkey, and insects. Includes Soft Gooodies treats.
• Dog Supplements (MicroVital DOG, Verm-X Hund, Movilan DOG) Dog supplements including MicroVital DOG for nutrient replenishment, Verm-X Hund chrunchies, Itch Eeze, and Flea & Tick products for gut, skin, and parasite defence, plus Movilan DOG for joint and tendon support.
• St. Hippolyt Merchandise and Catalogs Branded merchandise including t-shirts, hoodies, caps, scarves, polo shirts, knitted caps, umbrella, mash spoon, weight tape, the comprehensive St. Hippolyt Feeding Guide book, and the Relax BioCare catalog.
• Free Feed Consulting (Rådgivning) Free expert feed consulting service provided to all customers by a team of in-house feed consultants across the Nordic countries, supporting ration planning, product selection, and horse-specific feeding questions.

Quantifiable outcome

• Horse feed utilization is optimized, reducing unnecessary resource consumption from the planet. Feed is designed with high concentration of nutrients and ingredients that optimize horse digestion.

Named customers4 records

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

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Cavalor: Belgian premium equine nutrition brand with a portfolio of feeds, supplements, and care products positioned at the high end of the market. Comparable to St. Hippolyt Nordic on premium positioning, focus on equine digestive health, and condition-specific formulations.
• Dodson & Horrell: Long-established UK equine feed manufacturer offering complete feeds, balancers, and supplements with a strong specialist brand. Comparable in legacy (decades in business), product breadth, and focus on condition-specific nutrition for sport and leisure horses.
• Marstall: German equine feed brand offering muesli, pellets, mash, and senior feeds. Comparable on Central European equine nutrition positioning, similar product formats (muesli, pellets, mash), and overlapping dealer-based distribution model.
• Spillers: UK equine feed brand owned by Mars, offering complete feeds and supplements with significant R&D investment. Comparable on product range and target market, with broader geographic reach and substantially larger marketing scale than St. Hippolyt Nordic.
• Höveler: German equine feed manufacturer with a portfolio spanning sport, breeding, and senior horse feeds. Comparable on European mid-market equine nutrition, similar product formats, and dealer-led distribution.
• Pavo: Leading Dutch equine feed brand offering complete feeds, muesli, supplements, and treats across Europe. Directly comparable on product breadth (complete feeds, supplements, treats), target market (amateur and sport horse owners), and distribution through dealers and e-commerce.
• NAF (Natural Animal Feeds): UK-based equine supplement specialist with broad presence across Europe. Comparable to St. Hippolyt Nordic on the supplements side of the business (LIQUIDs, Hesta Plus, Verm-X), particularly on condition-specific formulations.
• St. Hippolyt (Germany): The German parent/affiliate brand of St. Hippolyt Nordic, sharing the same biologisch-optimale product philosophy and product concepts (Hesta Mix, EquiGard, NaturMüsli). The Nordic entity operates as a regional distributor and product adaptation partner for the German-developed formulations.

Regional players

• Blue Hors: Danish equestrian brand with deep local presence in horse breeding, training, and rider/dog products. Comparable as a Danish equine brand serving the same geographic customer base, though Blue Hors is more vertically integrated around a stud farm and riding academy.

Emerging players

• Kentucky Equine Research: US-based equine nutrition research and supplement company with growing international presence. Comparable on science-driven equine nutrition positioning and focus on research-backed formulations; less direct overlap on the complete-feed side of the market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/St.Hippolyt.Danmark
• LinkedInlinkedin.com/company/st-hippolyt-danmark-a-s

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 St. Hippolyt Nordic