DAJANA PET, s. r. o.

What DAJANA PET, s. r. o. does

DAJANA PET, s. r. o. is a Czech privately-held limited liability company (s.r.o.) founded in 1993 and headquartered in Bohuňovice, Czech Republic. The company manufactures and distributes specialty pet food and aquarium care products, operating four primary product lines: AQUA (aquarium fish food and water treatment), POND (garden pond care), TERRA (terrarium animal nutrition), and COUNTRY MIX/RODI (food for rodents and rabbits). Its flagship innovation is INSECT SUPERFOOD, a super-premium fish food line launched in 2022 that uses four insect species (including black soldier fly larvae and mealworms) in place of fish meal, differentiated by sustainable ingredient sourcing, grain-free formulation, organic astaxanthin for coloration, and a claimed up to 50% reduction in fish excrement volume. Additional proprietary products include BIOGEL, a home-preparable gel fish food, and Liquid Carbon CO2, an anti-algae aquarium fertilizer.

The company operates a B2B and B2C wholesale distribution model. In the Czech Republic, JK ANIMALS serves as the primary wholesale distributor covering pet stores, zoo shops, and supermarkets, while a regional sales representative (Ing. Pavel Stužeka) handles commercial relationships. Internationally, products reach more than 50 countries across five continents through unnamed resellers and channel partners. The company is not publicly listed, has no disclosed venture or private equity backing, and maintains a lean headcount of 5 employees. It holds ISO 22000 food safety certification (renewed July 2023) and received EU co-financed grant funding in 2023 for a digital transformation consulting project under the National Recovery Plan.

Revenue is not publicly disclosed. The company emphasizes content marketing through its blog, social media channels (Facebook, Instagram, YouTube), customer advice platform featuring aquaristics specialist Ing. Bohuslav Filip, and participation in industry events such as Zoomark 2023 (Bologna), Aquakongress Tetra Žďár nad Sázavou, and the Czech Cichlid Club Congress. Customer segments are hobbyist consumers (ornamental fish enthusiasts, small pet owners) rather than enterprise accounts, and pricing is not publicly disclosed but is handled through retail and wholesale channels.

Name

DAJANA PET, s. r. o.

Legal name

DAJANA PET, s.r.o.

Website

https://dajanapet.cz

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

DAJANA PET is a Czech privately-held manufacturer of specialty pet food and aquarium care products, founded in 1993, serving ornamental fish hobbyists and small pet owners in over 50 countries through wholesale distributors and retail pet stores.

Ownership category

akta.pro rank

Product category

Pet Food Manufacturing

NAICS

Other Animal Food Manufacturing (311119)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Fish & Aquatic Feed (ornamental) (CRADAFAL)

akta.pro secondary industry

Alternative Protein & Sustainable Pet Food (insect/plant/cell-based) (CRADAFAI)

Keywords

• Aquarium fish food
• Pet food manufacturing
• Pond care products
• Small pet nutrition
• Aquarium water treatment

Headquarters

HQ city

Bohuňovice

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pet Food Products: Manufacture and sale of premium pet foods including ornamental fish food (AQUA, POND), small pet food (COUNTRY MIX for rodents and rabbits), and specialized products including water treatment preparations and plant fertilizers. Products sold through retail pet stores and wholesale distributors.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

DAJANA PET manufactures and sells premium pet food and aquarium care products, with a flagship insect-based fish food line (INSECT SUPERFOOD), a gel-based fish food (BIOGEL), pond and terrarium care products, and small pet food mixes (COUNTRY MIX). Products span four primary lines — AQUA, POND, TERRA and RODI — and are formulated in collaboration with European aquarists, breeders and veterinarians under ISO 22000 food-safety certification, distributed through wholesale partners (including JK ANIMALS in the Czech Republic) and international resellers in more than 50 countries.

Product overview

DAJANA PET, s. r. o. is a Czech manufacturer of pet food and aquarium/pond care products with nearly 30 years of experience. The company operates four main product lines: AQUA (aquarium products), POND (garden pond products), TERRA (terrarium products), and COUNTRY MIX (rodent and rabbit food). The flagship product is INSECT SUPERFOOD, a super-premium insect-based fish food line developed without fish meal using sustainable ingredients. Additional products include BIOGEL (gel-based fish food for home preparation) and Liquid Carbon CO2 (aquarium plant fertilizer). Products are sold in more than 50 countries across five continents, distributed through retail partners and the JK Animals wholesale network.

Differentiator

Problem solved

Functional benefit

Brands

• Country Mix: A sub-brand focused on feeds for small pets including rodents and rabbits, developed in collaboration with animal nutrition experts, farmers, and breeders.

Products and services

• INSECT SUPERFOOD Flagship super-premium ornamental fish food line formulated with four insect species (including black soldier fly larvae, mealworms and crickets) instead of fish meal; supports probiotic bacteria via multibiotic effect and claims up to 50% lower excrement volume. Grain-free, hypoallergenic, with organic astaxanthin for coloration.
• AQUA Product line dedicated to freshwater aquarium fish, covering ornamental fish foods and water treatment products for home aquariums.
• POND Product line for ornamental garden ponds, including water treatment and care products for koi and pond fish keepers.
• TERRA Product line for terrarium animals — reptiles and amphibians — covering specialized foods and care products.
• COUNTRY MIX (RODI) Premium food mix sub-brand for small pets including rodents (hamsters, guinea pigs, chinchillas) and rabbits, developed with animal nutrition specialists, farmers and breeders to provide healthier and more palatable daily feed.
• BIOGEL Revolutionary gel-based aquarium fish food that consumers can prepare at home in minutes, with a soft consistency that mirrors natural fish food. Uses exclusively natural raw materials with no artificial colorings, flavorings or aromas; available in BIOGEL OMNI (for omnivorous fish) and BIOGEL HERBI (for herbivorous fish) variants.
• Liquid Carbon CO2 Aquarium plant fertilizer with strong anti-algae effect. Carbon dioxide is gradually released into aquarium water over 12–18 hours, contains no copper or heavy metals, and the active ingredient decomposes without risk of accumulation in animals or plants.

Quantifiable outcome

• Up to 50% lower excrement volume when using INSECT SUPERFOOD products

Segments2 records

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

Two partnerships are on record, tiered core.

• JK ANIMALScoreChannel Partner/ Reseller/ DistributorMain wholesale distributor for DAJANA PET products in the Czech Republic market. JK ANIMALS covers pet stores, zoo shops, and supermarkets across the country with delivery services. The distributor offers various promotional campaigns and may provide better pricing than manufacturer direct sales.
• European Aquarists, Breeders, and VeterinarianscoreStrategic or Co-development PartnerOngoing collaboration with leading European aquarists, breeders, and veterinarians in the development and formulation of pet food products. This expert network provides input on nutritional requirements and best practices for ornamental fish and small pet care.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• JBL GmbH & Co. KG: German manufacturer of aquarium and terrarium products including fish foods, water care, fertilizers, and CO2 systems. Direct overlap with DAJANA PET's AQUA, POND, TERRA, and Liquid Carbon CO2 offerings.
• Aquaforest: Polish manufacturer of premium aquarium products including fish foods, water treatment, fertilizers, and supplements. Comparable as a specialty Central European player with premium positioning in the aquarist channel.
• Tetra (Spectrum Brands): Global market leader in ornamental fish nutrition, water care, and aquarium accessories under Spectrum Brands. Directly competes with DAJANA PET's AQUA and POND lines in the same retail channels worldwide.
• Tropical (Tadeusz Ogrodnik): Polish family-owned manufacturer of aquarium fish foods and small pet nutrition. Closely comparable to DAJANA PET as a Central European mid-sized specialty manufacturer with multi-line portfolio and international distribution.
• Sera GmbH: German family-owned manufacturer of premium fish food, water treatment, and aquarium technology. Closely comparable in size, heritage (founded 1970s), Central European manufacturing base, and premium positioning across ornamental fish and small pets.
• Aquael: Polish manufacturer of aquarium equipment and fish foods. Direct competitor in Central European aquarist retail with overlapping product categories and similar small-to-mid manufacturer profile.
• Hikari (Kamihata Fish Industries): Japanese premium ornamental fish food manufacturer with global distribution. Comparable as a premium, specialized fish-nutrition specialist competing in the same hobbyist and breeder channels.

Broad incumbents

• Vitakraft: German pet food manufacturer with broad portfolio in small mammals, birds, fish, and cats/dogs. Comparable as a European family-owned heritage brand with international distribution; far larger scale.
• API (Mars Fishcare): Global aquarium care brand under Mars, offering water treatment, testing, and fish nutrition. Broader portfolio than DAJANA PET but overlapping product categories in fish food and aquarium chemistry.
• Versele-Laga: Belgian pet food manufacturer covering birds, small mammals, ornamental fish, and pigeons under the Versele-Laga brand. Comparable premium positioning and multi-category portfolio; broader scale and geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@DajanapetCz
• Facebookfacebook.com/dajanapet.cz
• Instagraminstagram.com/dajana.pet
• LinkedInlinkedin.com/company/dajana-pet

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 DAJANA PET, s. r. o.