Fidovet
Fidovet S.r.l. is an Italian premium pet food company founded in 2010 that produces artisanal wet food, fresh menus, dry food, functional treats, and oils for dogs and cats, selling through Italian e-commerce, a North American storefront, a B2B reseller portal, and distributors in 30+ countries.
- Company typePrivate
- Founded2010
- HeadquartersSan Benedetto del tronto, Ascoli Piceno, Italy
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Fidovet does
Fidovet S.r.l. is an Italian premium pet food company founded in 2010 by Alessandro Marcucci in San Benedetto del Tronto (AP), Italy. The company produces a diversified portfolio of dog and cat nutrition products including Wowow (premium wet food for dogs with 93–97% authentic meat), CattyFeast (wet food for cats with 60–65% authentic meat), grain-free and low-grain dry food, hand-made artisanal fresh menus (Menù Fresco) with a patented processing protocol enabling 8-month non-refrigerated shelf life, the functional Prima Line (Prima Carnivore, Prima Ragù, Energy Drink with CEC Formula), functional oils, and instant treats including a patented ice cream for dogs and yogurt products. All formulations emphasize Italian culinary heritage, clean-label standards, and high percentages of authentic meat without by-products.
The company's underlying technology rests on three proprietary platforms: a patented ice cream formula for dogs that functions as an international brand ambassador product, the CEC functional formula developed with veterinary nutritionists, and the fresh-menu production and preservation protocol that allows storage outside refrigeration for up to eight months while preserving organoleptic properties. The Menù Fresco line is produced entirely by hand without automation, supporting a hand-crafted positioning that differentiates Fidovet from industrial kibble manufacturers.
Fidovet makes money primarily through one-time unit sales of pet food products via direct-to-consumer e-commerce on its Italian website (fidovet.eu), a dedicated North American storefront (Fidovet North America), a B2B portal (b2b.fidovet.eu) for veterinarians and resellers, and a network of international distributors covering more than 30 countries across Europe, the Middle East, Asia, Africa, and the Americas. Pricing is pay-as-you-go at the unit level (e.g., yogurt from €2.99, ice cream from €3.29), with no subscription model. Customers are individual pet owners and a secondary channel of veterinary clinics, pet stores, and specialty retailers. The company has won the consumer-judged Quality Award for four consecutive years (2023–2026) and the Dieline Awards 2026 for CattyFeast packaging.
Fidovet firmographics
Firmographics- Name
- Fidovet
- Legal name
- Fidovet S.r.l.
- Website
- https://fidovet.eu
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fidovet S.r.l. is an Italian premium pet food company founded in 2010 that produces artisanal wet food, fresh menus, dry food, functional treats, and oils for dogs and cats, selling through Italian e-commerce, a North American storefront, a B2B reseller portal, and distributors in 30+ countries.
- Ownership category
- akta.pro rank
Fidovet industry classification
Industry- Product category
- Premium Pet Food
- NAICS
- Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (31111), Pet and Pet Supplies Retailers (45991)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB)
- akta.pro secondary industries
- Fresh & Refrigerated Pet Food (CRADAFAC), Functional & Veterinary Diet Pet Food (CRADAFAF), Natural/Organic & Limited-Ingredient Diets (CRADAFAH)
Keywords
Where Fidovet is headquartered
LocationHeadquarters
- HQ city
- San Benedetto del tronto, Ascoli Piceno
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Fidovet business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Pet Food Product Sales: Direct sales of premium pet food products including wet food (Wowow for dogs, CattyFeast for cats), dry food, fresh menus, snacks/instant treats, and functional oils. Products are sold through e-commerce and through a network of international distributors and resellers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing with starting prices displayed on product pages |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Fidovet product offering
Product offeringCore offering
Fidovet manufactures and sells premium Italian-inspired pet food for dogs and cats, including wet food (Wowow, CattyFeast), grain-free and low-grain dry food, handmade artisanal fresh menus (Menù Fresco), instant treats (dog ice cream, yogurt, WowCake), and functional oils. Products emphasize clean label formulations with high authentic meat content (up to 97%), no by-products, and proprietary patented formulas.
Product overview
Fidovet is an Italian premium pet food company offering a diversified product portfolio for dogs and cats. The product range includes core wet food products (Wowow for dogs with 93-97% meat, CattyFeast for cats with 60-65% meat), dry food (grain-free and low-grain options), functional Prima Line (high-protein Carnivore, Italian-inspired Ragù, Energy Drink with CEC formula), and complementary products including functional oils (salmon oil, cod liver oil, Immunis) and the innovative CEC Formula. The company also produces artisanal fresh meals (Menù Fresco) made entirely by hand, and instant treats including ice cream and yogurt for dogs and cats. All products emphasize Italian culinary traditions, high-quality selected ingredients, and clean label formulations without by-products or artificial additives.
Differentiator
Problem solved
Functional benefit
Brands
- Wowow: Premium wet food for dogs with 93-97% authentic meat, clean label formula without by-products or derivatives.
- CattyFeast
- Prima Carnivore
- Prima Ragù
- Prima Energy Drink
- CEC Formula
Products and services
- Wowow Premium wet food for dogs formulated with 93-97% authentic meat content. Clean label recipe without by-products or derivatives, designed to offer taste, quality and natural nutrition for adult dogs.
- CattyFeast Complete wet food recipes for cats with 60-65% authentic meat, free from by-products and derivatives. Quality Award 2026 winner, Dieline Awards 2026 winner, and Vet Approved.
- Prima Carnivore High-protein functional food for dogs inspired by the carnivorous nature of dogs, formulated with selected ingredients. Part of the Prima functional nutrition line launched in 2026.
- Prima Ragù Complete recipes for dogs with natural ingredients inspired by Italian culinary tradition. Part of the Prima functional nutrition line launched in 2026.
- Prima Energy Drink Functional drink providing daily support for pet vitality and energy using the proprietary CEC functional formula. Part of the Prima line launched in 2026.
- Menù Fresco (Fresh Menu) Handmade artisanal fresh complete meals for dogs and cats. Innovative processing protocol allows storage up to 8 months without freezing while preserving organoleptic properties. Available in 5 protein bases: chicken, turkey, beef, pork, horse and wild boar. Formulated by expert veterinary nutritionists.
- Grain Free Dry Food Grain-free dry food formulas for dogs and cats.
- Low Grain Dry Food Low grain dry food formulas with reduced grain content for dogs and cats.
- Functional Oils Natural and functional oils for dogs and cats to support skin, coat, energy, digestion and daily wellness. Includes salmon oil and cod liver oil with 100% fish oil content and no additives. Practical spray dispenser with 0.2ml dosage.
- Immunis Functional oil product line for immune support and pet wellness.
- Yogurt for Dogs Instant yogurt powder for dogs and cats. Prepared by mixing with 60ml warm water and shaking until creamy. Free from colorants and preservatives. Starting price from €2.99.
- Ice Cream for Dogs Patented fresh frozen treat for dogs made with natural ingredients. Add 80ml water, shake, freeze for 3 hours. Available in multiple flavors. Quality Award winner in 2023, 2024, 2025 and 2026. Starting price from €3.29.
- Bakery Treats Bakery-style snacks for dogs and cats, free from colorants and preservatives.
- Fresh Treats Fresh snack products including yogurt and cream variants for dogs and cats.
- Drink Treats Drink-format treats for dogs and cats.
Quantifiable outcome
- Quality Award won for four consecutive years (2023, 2024, 2025, 2026)
- +1 more outcomes
Companies that use Fidovet
Customer profileSegments2 records
Ideal customer profiles3 records
Fidovet technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fidovet partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Fidovet competitors and assessment
Company assessmentBroad incumbents
- Orijen (Champion Petfoods): Premium Canadian pet food brand owned by Champion Petfoods, emphasizing biologically appropriate, high-meat, fresh regional ingredients. Comparable on premium tier positioning and "feed the primal instinct" narrative similar to Fidovet's Prima Carnivore line.
- Nestlé Purina PetCare: Global pet food incumbent owned by Nestlé with a broad portfolio that includes premium super-premium and functional lines (e.g., Purina Pro Plan, ONE, Beyond). Representative of the deep-pocketed competition Fidovet faces as incumbents move further into the premium and functional tiers.
Direct peers
- Applaws: UK-based premium pet food brand specializing in high-meat wet food and natural ingredients. Directly comparable to Fidovet's Wowow and CattyFeast wet food positioning and clean-label formulation approach.
- Almo Nature: Italian-founded premium natural pet food brand with similar positioning around high meat content, clean label, and Mediterranean culinary heritage. Direct overlap with Fidovet's Wowow and CattyFeast wet food portfolio and shared Italian premium provenance narrative.
- Forza10: Italian functional pet food brand with a therapeutic and functional nutrition focus. Comparable to Fidovet's CEC functional formula and Prima functional line positioning.
- Schesir: Italian premium pet food brand specializing in wet food for dogs and cats with high real-meat content and clean-label formulation. Closely comparable to Fidovet's wet food hero SKUs and Italian artisanal production positioning.
- Farmina Pet Foods: Italian premium pet food manufacturer founded by a veterinarian, emphasizing natural ingredients, research-driven nutrition, and grain-free formulations. Comparable to Fidovet on Italian origin, veterinary-formulated credibility, and premium positioning.
- Monge & C. S.p.A. Italian pet food manufacturer with a wide range of dry and wet food for dogs and cats. Comparable to Fidovet on Italian origin, broad multi-SKU portfolio, and international distribution.
Emerging players
- Stella & Chewy's: US-based premium raw and freeze-dried pet food brand with a focus on natural, minimally processed nutrition. Comparable to Fidovet's fresh menu positioning and emphasis on minimal processing and high meat content.
- Open Farm: US-based premium pet food brand emphasizing ethical sourcing, transparency, and functional ingredients. Comparable to Fidovet on the clean-label, functional nutrition, and premium positioning pillars.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Fidovet social profiles
Digital presenceFidovet compliance and trust
Trust signalCompliance3 records
Fidovet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fidovet leadership team
Management profileNumber of profiles
Profiles1 record
Fidovet subsidiaries and ownership
Company hierarchySubsidiaries1 record
Fidovet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fidovet 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 Fidovet
What does Fidovet do?
Fidovet manufactures and sells premium Italian-inspired pet food for dogs and cats, including wet food (Wowow, CattyFeast), grain-free and low-grain dry food, handmade artisanal fresh menus (Menù Fresco), instant treats (dog ice cream, yogurt, WowCake), and functional oils. Products emphasize clean label formulations with high authentic meat content (up to 97%), no by-products, and proprietary patented formulas.
Is Fidovet a public or private company?
Fidovet is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fidovet founded?
Fidovet was founded in 2010. It employs 1 to 10 people.
Where is Fidovet based?
Fidovet is headquartered in San Benedetto del tronto, Ascoli Piceno, Italy, in the Europe region.
How does Fidovet make money?
One revenue line is on record: pet Food Product Sales.
Who are Fidovet's main competitors?
Broad incumbents on record are Orijen (Champion Petfoods) and Nestlé Purina PetCare. Direct peers are Applaws, Almo Nature, Forza10, Schesir, Farmina Pet Foods and Monge & C. S.p.A.. Emerging players are Stella & Chewy's and Open Farm.
Does Fidovet have an API?
No public API is recorded for Fidovet.
What industry is Fidovet in?
Fidovet's product category is Premium Pet Food. Its primary akta.pro industry code is CRADAFAB, Wet/Canned & Pouch Food (Dog & Cat), with a secondary code of CRADAFAC, Fresh & Refrigerated Pet Food. Its NAICS code is 311111 and its SIC code is 2000.