VetPlus Danmark Aps

What VetPlus Danmark Aps does

VetPlus Danmark Aps is the Danish distribution subsidiary of VetPlus Limited, a family-owned UK veterinary nutraceutical company founded by David Haythornwaite in 1995. Operating from Rødovre, Denmark, with a 5-person team, the Danish entity sells feed supplements for dogs and cats through a localized website (vetplus.dk) and through veterinary clinics, serving Danish veterinarians and pet owners. The wider VetPlus group offers a comprehensive product portfolio spanning joint health (SYNOQUIN with proprietary Dexahan purified krill oil), digestive health (PROMAX), cognitive support (AKTIVAIT), anxiety and stress management (CALMEX), bladder function (CYSTAID), and skin and coat health (COATEX), alongside organ-support and probiotic supplement lines.

The company's competitive foundation is built on proprietary formulations, including the exclusive Dexahan krill oil ingredient in SYNOQUIN products, and on in-house manufacturing at a GMP-certified facility in Lytham, England, where over 90% of products are produced internally with at least 16 quality checks before release. All products are backed by evidence-based independent clinical research, and the brand has been adopted by veterinarians for over 25 years. The group holds a portfolio of registered trademarks across its sub-brands and operates through wholly-owned subsidiaries in Spain, Ireland, Germany, USA, and Denmark, plus independent distributors in 34+ countries.

VetPlus Danmark Aps does not publish pricing or revenue data. The business model is sales-led through veterinary recommendations, complemented by direct-to-consumer e-commerce and broader international distribution channels. The company is part of the Tangerine Group of companies, and remains privately held under founder David Haythornwaite, with no institutional investors or public listing identified. Lars Olesen is the designated representative for the Danish entity.

Name

VetPlus Danmark Aps

Legal name

VetPlus Danmark Aps

Website

https://vetplus.dk

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

VetPlus Danmark Aps is the Danish subsidiary of UK-based VetPlus Limited, a family-owned veterinary nutraceutical company. It distributes evidence-based, GMP-manufactured feed supplements for dogs and cats through Danish veterinarians and direct-to-consumer e-commerce at vetplus.dk.

Ownership category

akta.pro rank

Product category

Veterinary Nutraceuticals

NAICS

Animal Food Manufacturing (3111)

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN)

akta.pro secondary industries

Senior & Cognitive Support Supplements (HLAMALAJ), Urinary & Kidney Support Supplements (HLAMALAI), Specialty & Condition-Specific Nutraceuticals (e.g., Liver, Eye, Endocrine) (HLAMALAO)

Keywords

• Veterinary nutraceuticals
• Pet feed supplements
• Animal joint supplements
• Pet dietary supplements
• Veterinary health products

Headquarters

HQ city

Lytham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Veterinary Nutraceutical Sales: Sale of food supplements for dogs and cats through veterinarians and direct-to-consumer channels. Products include joint supplements (SYNOQUIN), digestive health (PROMAX), cognitive support (AKTIVAIT), anxiety/stress relief (CALMEX), bladder health (CYSTAID), skin and coat products (COATEX), and various other supplements.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

VetPlus Danmark Aps develops, manufactures, and distributes premium veterinary nutraceuticals (feed supplements) for dogs and cats across joint and musculoskeletal, gastrointestinal, behavior, internal organ, and skin and coat categories. The portfolio includes branded products such as SYNOQUIN (joint support), PROMAX (digestion), AKTIVAIT (cognitive), CALMEX (anxiety), CYSTAID (bladder), and COATEX (skin and coat), most of which are produced at the group's own GMP-certified factory in Lytham, England. Products are recommended by veterinarians and also sold direct-to-consumer through country websites.

Product overview

VetPlus is a veterinary nutraceutical company offering a comprehensive portfolio of feed supplements for dogs and cats. The core product line includes SYNOQUIN (joint support with Dexahan krill oil), PROMAX (digestive support), AKTIVAIT (cognitive/brain function for senior pets), and CYSTAID (bladder function). The portfolio spans multiple therapeutic categories: Joint & Musculoskeletal (SYNOQUIN, SYNOQUIN Growth, SYNOQUIN for Cats), Gastrointestinal (PROMAX, COLAID, FIBOR, SUSTAIN, COMPLIVIT, COBALIN), Skin & Coat (COATEX EFA, COATEX Shampoo, COATEX Aloe Shampoo), Internal Organs (CYSTAID, CANINE CYSTAID, RENATE, SACROMAX, FLUMAX, GOMEGA, KAMINOX, URINAID), and Behavior (AKTIVAIT, AKTIVAIT for Cats, CALMEX, CALMEX for Cats). Products are manufactured at the company's own GMP-certified facilities in Lytham, England.

Differentiator

Problem solved

Functional benefit

Brands

• SYNOQUIN®: Joint supplement supporting normal joint function in dogs, cats, and horses. The only supplement containing Dexahan®, a purified krill oil high in omega-3 fatty acids.
• PROMAX®
• AKTIVAIT®
• CYSTAID®
• CALMEX®
• COATEX®
• COLAID®
• FLUMAX®
• GOMEGA®
• KAMINOX®
• RENATE®
• SACROMAX®
• URINAID®
• COMPLIVIT®
• FIBOR®
• SUSTAIN®
• COBALIN®

Products and services

• SYNOQUIN Feed supplement for dogs that strengthens and maintains musculoskeletal function. Contains Dexahan, a purified krill oil with high content of omega-3 fatty acids.
• SYNOQUIN for Cats Feed supplement for cats that strengthens and maintains musculoskeletal function. Contains Dexahan, a purified krill oil with high content of omega-3 fatty acids.
• SYNOQUIN GROWTH Feed supplement that strengthens and maintains the musculoskeletal system during puppy and adolescent years.
• PROMAX Feed supplement that supports normal digestion in dogs and cats and helps restore normal gastrointestinal function.
• AKTIVAIT Feed supplement that supports a healthy central nervous system and normal brain function in older dogs; supports the removal of free radicals and supports normal signaling in the brain.
• AKTIVAIT for Cats Feed supplement that supports the central nervous system and normal brain function in older cats.
• CYSTAID Feed supplement for cats that supports normal bladder function.
• CANINE CYSTAID Feed supplement for dogs that supports normal bladder function.
• COATEX EFA Feed supplement with high content of omega-3 and omega-6 fatty acids; composition designed to support dogs and cats with skin and coat problems.
• COATEX Shampoo Mild but effective shampoo that can support normal skin and coat in dogs and cats.
• COATEX Aloe & Oatmeal Shampoo Gentle shampoo composed to match the normal pH of cat and dog skin; can be used frequently to maintain a healthy and shiny coat.
• COLAID Feed supplement that supports healthy and normal digestion.
• COMPLIVIT High-calorie feed supplement with vitamins and minerals.
• FIBOR High-fiber feed supplement that supports normal digestion and anal gland function.
• SUSTAIN Feed supplement combining two permitted probiotic strains that together support normally functioning digestion and immune system.
• COBALIN Feed supplement with high levels of vitamin B9 and B12; supports animals that need supplementation with cobalamin and folate.
• FLUMAX Feed supplement that supports healthy and normal respiratory tract in cats.
• GOMEGA Feed supplement containing concentrated and purified essential omega-3 fatty acids.
• KAMINOX Palatable feed supplement for dogs and cats.
• RENATE Feed supplement that supports normal kidney function in cats.
• SACROMAX Feed supplement that supports normal liver function.
• URINAID Feed supplement composed to support healthy and normal urinary tract.
• CALMEX for Cats Feed supplement that supports the management of anxiety and stress; specially composed to support relaxed behavior in cats.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• John. Mademochoritis & COminorChannel Partner/ Reseller/ Distributor · 1 January 1998First international distributor agreement signed in Greece. This partnership marked the beginning of VetPlus's international expansion beyond the UK market.
• HSBC BankminorOthersHSBC Bank processes payment transactions for the company. Payment transactions are not processed through VetPlus's own system but handled by HSBC.
• Tangerine Group of CompaniescoreStrategic or Co-development PartnerVetPlus is part of Tangerine Group of companies. The group ownership provides strategic backing and resources for the family-owned veterinary nutraceutical business.

Scale indicators4 records

Recent moves14 records

Expansion highlights4 records

Emerging players

• Pet Honesty: Fast-growing DTC pet supplement brand in the US offering joint, skin, and digestive supplements with direct-to-consumer marketing. Represents the emerging digital-native challenger model that competes with VetPlus's vet-channel model for end pet owner purchase decisions.

Broad incumbents

• Ceva Santé Animale: Global veterinary pharmaceutical group with significant companion animal health and supplement portfolio. Operates in the same vet-channel distribution model with broader geographic reach and product breadth than VetPlus, competing for veterinary mindshare in supplements.
• Elanco Animal Health: Major global animal health company with extensive companion animal portfolio including supplements following Bayer Animal Health acquisition. Competes with VetPlus in joint health and other condition-specific nutraceutical categories through veterinary distribution.
• Dechra Pharmaceuticals: UK-based veterinary pharmaceutical company (acquired by Elanco in 2024) specializing in companion animal products including nutrition and supplements. Direct European regional peer given both companies' UK heritage and veterinary channel focus.
• Virbac: Global veterinary pharmaceutical company headquartered in France offering a broad portfolio of animal health products including nutritional supplements. Larger incumbent operating across pharma, vaccines, and supplements with overlapping pet nutraceutical offerings and similar veterinary channel distribution.
• Mars Petcare: Global pet care giant including Royal Canin, Banfield Pet Hospital, and specialty nutrition brands. Massive veterinary channel presence through hospital ownership and prescription diet portfolios positions it as a broad competitor to VetPlus's condition-specific supplement strategy.
• Nestlé Purina PetCare: World's largest pet food company with expanding supplements and functional nutrition portfolio (e.g., Pro Plan Veterinary Supplements). Represents a major incumbent that competes with VetPlus in joint health and condition-specific categories through strong veterinary relationships and retail scale.
• Vetoquinol: French veterinary pharmaceutical company with a broad portfolio spanning companion animal health products including supplements. Competitor in the vet-channel nutraceutical space across Europe with established distribution and clinical evidence positioning similar to VetPlus.
• Zoetis: Largest global animal health company offering pharmaceuticals, vaccines, diagnostics, and nutritional products across companion and livestock species. Competes with VetPlus in the veterinary nutraceutical space as part of its broad portfolio with vastly greater scale and R&D resources.

Direct peers

• Nutramax Laboratories: US-based veterinary supplement company best known for Cosequin and Dasuquin joint supplements for dogs and cats. Direct competitor to VetPlus's SYNOQUIN, sold primarily through veterinarian recommendation channels with similar premium positioning and condition-specific product portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/vetplus-danmark-aps

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 VetPlus Danmark Aps