Nordic Pet Care Group A/S

What Nordic Pet Care Group A/S does

Nordic Pet Care Group A/S is a privately held Danish corporate group (Birkegaardsvej 3, 8361 Hasselager) that operates as a holding company for three divisions serving the Nordic pet care market. Best Friend Group develops and manufactures pet food, treats, and accessories under owned brands Best Friend®, Hurtta®, and Racinel® and distributes premium international brands Flexi and M-Pets in the Nordics. VPG Wild Bird A/S, established in 1997, is one of the leading wild bird food producers in the Nordics with a manufacturing facility in Aarhus, Denmark. Best Sales A/S provides dedicated retail sales consultancy with 18 field-based sales consultants covering Denmark's Zealand, Jutland, and Funen regions, providing point-of-sale, merchandising, and product advisory services to retail partners.

The group supplies products to all major grocery and pet trade chains across Denmark, Sweden, Finland, and Norway, and exports to over 20 countries outside the Nordics, with a wholly-owned subsidiary in Hong Kong (Best Friend Hong Kong Ltd) supporting international operations. Best Friend Group has built on approximately 50 years of industry experience (origins traceable to ~1975). Revenue is generated through wholesale supply of branded pet food, treats, accessories, and wild bird food to enterprise retail customers; pricing is not publicly disclosed. The group is privately held, with no disclosed external investors, no funding rounds, and no active M&A activity in the input data. No core technology, AI/ML capabilities, or digital platform is publicly documented; the technology profile is consistent with a traditional CPG manufacturer-distributor.

Name

Nordic Pet Care Group A/S

Legal name

Nordic Pet Care Group A/S

Website

https://nordicpetcare.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Nordic Pet Care Group A/S is a privately held Danish holding company that develops, manufactures, and distributes pet food, treats, accessories, and wild bird food via three divisions (Best Friend Group, VPG Wild Bird, Best Sales), supplying all major Nordic grocery and pet trade chains and exporting to over 20 countries.

Ownership category

akta.pro rank

Product category

Pet Food and Pet Products

NAICS

Dog and Cat Food Manufacturing (311111)

akta.pro primary industry

Companion Animal Maintenance & Wellness Nutrition (HLAMAHAB)

akta.pro secondary industries

Pet Accessories & Travel Gear Distribution (Collars, Leashes, Carriers) (CRAOAKAF), Life-Stage & Breed/Size-Specific Formulas (CRADAFAG)

Keywords

• Pet food products
• Pet treats
• Wild bird food
• Pet accessories
• Pet retail distribution

Headquarters

HQ city

Kuopio

HQ country

Finland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Pet Food and Products Sales: Nordic Pet Care Group generates revenue through the development, manufacturing, and sale of pet food, treats, and other pet products across the Nordic markets and international exports. The group operates through multiple divisions including Best Friend Group (pet food and products) and VPG Wild Bird (wild bird food).

Go-to-market motion2 records

Distribution channels3 records

Marketing channels1 record

Core offering

Nordic Pet Care Group develops, manufactures, and distributes pet food, treats, and pet products across the Nordics and exports to over 20 countries. The group operates through three divisions: Best Friend Group (manufactures and sells Best Friend, Hurtta, and Racinel branded pet food and products and distributes Flexi and M-Pets), VPG Wild Bird (wild bird food production since 1997 from its Aarhus factory), and Best Sales (in-store sales, display, and merchandising services to retail partners with 18 dedicated consultants in Denmark).

Product overview

Nordic Pet Care Group operates as a holding company with three divisions: Best Friend Group (pet food, treats, and products under brands Best Friend, Hurtta, and Racinel, plus distribution of Flexi and M-Pets international brands), VPG Wild Bird (wild bird food producer since 1997), and Best Sales (retail sales and promotion services). The group supplies pet products to all major grocery and pet trade shops and chains in the Nordics and exports to over 20 countries outside the Nordics.

Differentiator

Problem solved

Functional benefit

Brands

• Best Friend®: Principal pet food and products brand offering practically everything pets need at any stage in life.
• Hurtta®
• Racinel®
• VPG Wild Bird
• Flexi
• M-Pets

Products and services

• Best Friend pet food and treats Premium pet food and treat brand offering practically everything pets need at any stage in their life, distributed to grocery and pet trade retailers across the Nordics and exported internationally.
• Hurtta pet outdoor and adventure gear Premium pet outdoor and adventure gear and accessories brand under the Nordic Pet Care portfolio, distributed through the group's retail network.
• Racinel pet products Premium pet product brand under Best Friend Group, part of the Nordic Pet Care retail supply portfolio.
• VPG Wild Bird wild bird food Wild bird food products manufactured by VPG Wild Bird A/S in Aarhus, Denmark, supplied to retail partners across the Nordics as one of the leading wild bird food producers in the region.
• Best Sales retail sales and merchandising services Sales and merchandising service with 18 dedicated retail sales consultants covering Zealand, Jutland, and Funen, providing in-store display, promotion, and product consultancy to retail partners.

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• FlexicoreChannel Partner/ Reseller/ DistributorInternational premium brand represented by Best Friend Group for the Nordic market. Flexi is a premium pet product brand distributed through Nordic Pet Care's extensive retail network.
• M-PetscoreChannel Partner/ Reseller/ DistributorInternational premium brand represented by Best Friend Group for the Nordic market. M-Pets is a premium pet product brand distributed through Nordic Pet Care's extensive retail network.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Mars Petcare: Global pet food, treat and veterinary health giant. Highly comparable as a broad incumbent across pet nutrition and care products, though it operates at vastly greater scale and brand breadth than Nordic Pet Care.
• Hill's Pet Nutrition: Premium and veterinary-channel pet food brand owned by Colgate-Palmolive. Comparable on premium positioning and nutrition-led differentiation in pet food, though much larger and science-led.
• Royal Canin: Premium pet nutrition brand owned by Mars Petcare with strong life-stage and breed-specific formulas. Directly comparable to Best Friend/Racinel on life-stage-led premium positioning.
• Nestlé Purina PetCare: Largest dedicated pet care business globally with extensive premium and mass-market pet food brands. Comparable as a broad incumbent competing in the same premium pet nutrition space Nordic Pet Care addresses.
• Spectrum Brands: Diversified consumer products group with a global pet care and pet accessories division. Comparable through its pet accessories and care portfolio that overlaps with Hurtta, Flexi and M-Pets.

Emerging players

• Edgard & Cooper: European premium natural pet food brand expanding across the continent. Comparable as a younger premium pet nutrition challenger pursuing similar European grocery and pet specialty channels.
• Yarrah Organic Petfood: European organic and premium pet food brand with strong Nordic distribution. Directly comparable as a smaller premium pet nutrition brand competing for similar Nordic grocery shelf space.
• Dechra Pharmaceuticals (Specific pet food): Animal health company with a pet food range (Specific) positioned in the premium/nutritional segment. Comparable on premium pet nutrition targeting life-stage and condition-specific diets.
• Butcher's Pet Care: UK-based heritage pet food brand emphasizing natural ingredients. Comparable as a mid-sized premium pet nutrition brand in the broader European market.

Regional players

• Musti Group: Leading Nordic pet specialty retailer operating across Finland, Sweden, Norway and the Baltics. Comparable as a Nordic-focused pet category player, though Musti is downstream retail whereas Nordic Pet Care is upstream supplier.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/nordic-pet-care-group-a-s

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Nordic Pet Care Group A/S