Trovet

What Trovet does

Trovet, trading under the Dutch private limited company Netlaa B.V. (also referenced as Visan Netherlands B.V. in footer/disclaimer material), is a specialized pet food manufacturer headquartered at De Vergert 4, 6681 LE Bemmel, Netherlands. The company designs and sells complete and supplementary dietary pet foods for dogs, cats, rabbits and guinea pigs, with the portfolio organized into condition-specific therapeutic diets (renal, hepatic, urinary/struvite, gastrointestinal, weight/diabetic), hypoallergenic and elimination diets, maintenance foods, recovery nutrition, supplements, and "responsible reward" treats that are formulated not to interfere with their corresponding dietary foods. Notable formulation work includes single-protein hypoallergenic lines using venison, turkey, rabbit, lamb, horse, fish and Black Soldier Fly larvae, as well as a syringe-administered recovery powder for small herbivores and condition-specific mineral/vitamin balancing (e.g., potassium citrate for oxalate management).

The business model is wholesale pet food and supplements sold exclusively through veterinarians and veterinary practices across multiple European markets, supported by dedicated Dutch, English, German and Italian storefronts (including shop.trovet.de and trovet.it). Pricing is not publicly disclosed and is effectively set at the practice level, with veterinarians acting as the prescribing channel for therapeutic SKUs. The company markets primarily through its multi-language website, downloadable consumer brochures, and a limited email/newsletter and social presence, and operates dedicated distributor- and practice-facing pages that suggest a two-tier channel structure. No revenue, headcount, funding, management-team, ownership, or M&A data is publicly disclosed, and the company appears to be independently and privately held with no disclosed parent or external investors.

Name

Trovet

Legal name

Netlaa B.V.

Website

https://trovet.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Trovet is a Dutch pet food company (Netlaa B.V.) that designs and sells therapeutic, hypoallergenic, elimination, maintenance, and recovery diets plus supplements for dogs, cats, rabbits, and guinea pigs, distributing exclusively through veterinarians across the Netherlands, Germany, and Italy.

Ownership category

akta.pro rank

Product category

Veterinary Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Other Animal Food Manufacturing (311119), Animal Food Manufacturing (31111)

SIC

Food And Kindred Products (2000), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Companion Animal Therapeutic Diets (Prescription Diets) (HLAMAHAA)

Keywords

• Veterinary pet food
• Therapeutic pet nutrition
• Hypoallergenic animal diets
• Pet dietary supplements
• Veterinary elimination diets

Headquarters

HQ city

Bemmel

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Pet Food and Supplements: Trovet operates as a wholesale trader in feeds and food supplements for pets and other animals. Products are distributed exclusively through veterinary clinics and practices.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Trovet manufactures and sells veterinary-exclusive dietary pet foods for dogs, cats, rabbits, and guinea pigs, including hypoallergenic diets, elimination diets, condition-specific therapeutic foods (renal, hepatic, urinary, intestinal, weight/diabetic), recovery nutrition, health foods for small herbivores, dietary supplements, and treatment-compatible treats. All products are sold exclusively through veterinarians and are formulated to support the treatment of diagnosed medical conditions or serve diagnostic purposes such as food hypersensitivity identification.

Product overview

TROVET is a pet food company specializing in veterinary dietary foods for dogs, cats, rabbits, and guinea pigs. The product portfolio consists of multiple integrated product lines: (1) Core therapeutic dietary foods including Hypoallergenic Diets (venison, insect, turkey, rabbit, lamb, horse variants), Elimination Diets (Unique Protein line), and condition-specific foods (Renal, Hepatic, Urinary, Weight & Diabetic, Intestinal); (2) Health and Maintenance foods including Rabbit and Guinea Pig health foods; (3) Recovery Nutrition products (Recovery Liquid, Recovery Small Herbivores); (4) Supplements (Anti Struvite, Balance, Digestion Support, Intestinal Support); and (5) Responsible Rewards (treats compatible with dietary foods). All dietary products are exclusively available through veterinarians and are formulated to support treatment of specific medical conditions or as part of diagnostic processes for food hypersensitivity.

Differentiator

Problem solved

Functional benefit

Brands

• Unique Protein: Product line of pure meat wet food for elimination diets, available in venison, turkey, rabbit, lamb, and horse variants.
• TROVET Anti Struvite
• TROVET Balance
• TROVET Digestion Support
• TROVET Intestinal Support
• TROVET Mobility

Products and services

• TROVET Dietary Food

Quantifiable outcome

• Dietary food can prevent the need for medicines or lower the required dose in some cases

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• Hill's Pet Nutrition: Hill's (Colgate-Palmolive) sells Prescription Diet and Science Diet lines distributed primarily through veterinary clinics, directly competing with TROVET across nearly every therapeutic indication the company offers (k/d renal, c/d urinary, d/d hypoallergenic, i/d intestinal, etc.).
• Specific (Dechra): Specific is Dechra's veterinary-exclusive life-stage and therapeutic diet range. It mirrors TROVET's vet-only positioning and covers comparable clinical nutrition categories, making it a direct European specialty competitor.
• Royal Canin: Royal Canin (Nestlé Purina PetCare) is the global leader in breed- and condition-specific veterinary pet food. It is the closest direct peer to TROVET because both sell therapeutic/prescription diets exclusively through the veterinary channel for the same condition categories (renal, urinary, hypoallergenic, gastrointestinal, weight, recovery).
• Farmina: Farmina (and its N&D line) manufactures therapeutic/functional veterinary diets including hypoallergenic, renal and gastrointestinal formulations for dogs and cats. It competes with TROVET in the European specialty therapeutic pet food segment.
• Purina Pro Plan Veterinary Diets: Nestlé Purina's Pro Plan Veterinary Diets range is a direct competitor to TROVET, offering condition-specific therapeutic diets (EN gastrointestinal, NF renal, UR urinary, HA hypoallergenic) distributed through the same veterinary prescription channel across European markets.
• Eukanuba Veterinary Diets: Eukanuba's veterinary diet range, distributed through Mars Petcare's veterinary channels, targets the same therapeutic indications as TROVET (renal, urinary, gastrointestinal, weight, dermatological) and competes for clinic recommendation slots in Europe.

Regional players

• Burns Pet Nutrition: Burns Pet Nutrition is a UK veterinary-recommended natural pet food brand with hypoallergenic and weight-management lines. It is comparable to TROVET's maintenance and hypoallergenic ranges but primarily serves the UK/Ireland market rather than continental Europe.
• Vet's Kitchen: Vet's Kitchen is a UK-based pet food brand that is vet-recommended and sold through veterinary practices and specialty retail. It overlaps with TROVET's vet-channel therapeutic positioning but is geographically focused on the UK market.

Others

• VetIQ: VetIQ markets pet supplements and nutraceuticals (urinary, joint, digestive, calming) sold through veterinary and pet-specialty channels. It overlaps with TROVET's supplement line (Anti Struvite, Mobility, Digestion Support, Intestinal Support) as an adjacent ecosystem player.

Emerging players

• Forza10: Forza10 is an Italian-origin veterinary diet brand focused on functional/therapeutic nutrition using novel proteins and phytotherapeutic ingredients. It overlaps with TROVET in therapeutic indications and shares a similar European specialty positioning, though on a smaller scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/netlaabv

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 Trovet