PetWellness Labs OÜ

What PetWellness Labs OÜ does

PetWellness Labs OÜ (legal entity: PetWellness Labs Ltd, registered in Reola, Estonia, reg. no. 14027103) is a wholly-owned subsidiary of Olvi Group — a Nasdaq Helsinki-listed Nordic beverage company founded in 1878 with approximately 2,500 employees, €650 million in consolidated net sales, and operations across 80+ markets. The subsidiary was established to develop and commercialize the ViWell brand of functional beverages for dogs, operating as Olvi Group's entry into the pet wellness category.

ViWell is a portfolio of three ready-to-drink functional drinks: ViWell Recovery & Balance (electrolytes, L-carnitine, L-taurine, and B vitamins for hydration and muscle recovery), ViWell Travel & Relax (lemon balm, valerian, and B vitamins for calming support in travel or new environments), and ViWell Coat & Beauty (collagen, biotin, rosemary, and B vitamins for skin and coat health). Products are packaged in aseptic Tetra Pak cartons in 300 ml and 1 L sizes, with up to 360 days of unopened shelf life and no artificial preservatives. Beef flavoring is derived from yeast fermentation rather than animal proteins, making it suitable for dogs with beef sensitivities. The company has validated formulation and palatability through real-life testing with TFTAK (Centre for Food and Fermentation Technologies) and the Pet Panel consumer research group, reporting approximately 82% canine acceptance and 85% owner purchase intent. Production occurs in FSSC 22000-certified Olvi Group facilities.

The business model is direct-to-consumer product sales through a planned e-commerce storefront (currently marked "coming soon") supplemented by a contact-based B2B outreach function targeting wholesale and retail distribution in new markets. Specific unit pricing is not publicly disclosed. The target customer base is individual dog owners — particularly active-lifestyle owners and health-conscious pet owners — across Estonia, the UK, and Germany, where customer support infrastructure has been established. Marketing combines content (blog articles on dog wellness), organic social presence across Facebook, Instagram, TikTok, LinkedIn, and YouTube, and paid acquisition via Meta Pixel and Google Ads. No standalone revenue, funding, or headcount figures are disclosed for PetWellness Labs itself; all financial scale metrics in the source material relate to the Olvi Group parent.

Name

PetWellness Labs OÜ

Legal name

PetWellness Labs Ltd

Website

https://viwelldrinks.com

Company type

Private

Founded year

2026

Operating status

Operating

Short description

PetWellness Labs OÜ is an Estonia-based subsidiary of Olvi Group that develops and sells ViWell, a portfolio of three vet-endorsed, aseptic-packaged functional drinks for dogs (Recovery & Balance, Travel & Relax, Coat & Beauty), distributed via a planned DTC e-commerce shop and B2B outreach across Estonia, the UK, and Germany.

Ownership category

akta.pro rank

Product category

Pet Functional Beverages

NAICS

Animal Food Manufacturing (31111), Animal Food Manufacturing (3111)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Performance, Energy & Recovery Supplements (Active/Working Pets) (HLAMALAM)

akta.pro secondary industries

Vitamins, Minerals & Multivitamin Supplements (HLAMALAF), Species-Specific Supplements (Dog/Cat/Other Companion Species) (HLAMALAN), Cardiac & Circulatory Support Supplements (HLAMALAK)

Keywords

• Functional pet beverages
• Canine hydration drinks
• Dog nutritional supplements
• Ready-to-drink pet drinks
• Pet wellness products

Headquarters

HQ city

Reola

HQ country

Estonia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-consumer product sales: Revenue generated from selling ready-to-drink functional beverages for dogs through the company's own e-commerce storefront (online shop). Products are sold in two package sizes: 300 ml and 1 L cartons.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels9 records

Core offering

PetWellness Labs develops, formulates, and sells ViWell, a portfolio of ready-to-drink functional beverages for dogs produced by parent company Olvi Group in FSSC 22000 certified facilities. The line consists of three aseptic Tetra Pak SKUs — Recovery & Balance (electrolytes, L-carnitine, L-taurine, B-vitamins for hydration and muscle recovery), Travel & Relax (lemon balm, valerian, B-vitamins for calming), and Coat & Beauty (collagen, biotin, rosemary for skin and coat) — sold in 300 ml and 1 L sizes via a direct-to-consumer e-commerce storefront and B2B wholesale outreach in Estonia, the UK, and Germany.

Product overview

ViWell is a portfolio of ready-to-drink functional beverages for dogs, developed by beverage professionals from Olvi Group (est. 1878) with veterinary and scientific expertise. The product line consists of three functional drink variants — ViWell Recovery & Balance (electrolytes, amino acids, and vitamins for hydration and muscle recovery), ViWell Travel & Relax (botanical calming ingredients for emotional balance), and ViWell Coat & Beauty (collagen and nutrients for skin and coat health) — all formulated as beef-flavoured drinks using inactivated yeast, packaged in aseptic Tetra Pak cartons in 300 ml and 1 L sizes, with no artificial preservatives and 5–8 kcal per 100 ml.

Differentiator

Problem solved

Functional benefit

Brands

• ViWell Recovery & Balance: Functional hydration drink with electrolytes, L-carnitine, L-taurine, and B vitamins to support daily hydration, muscle recovery, and overall balance after walks or exercise.
• ViWell Travel & Relax
• ViWell Coat & Beauty

Products and services

• ViWell Recovery & Balance Functional beef-flavoured ready-to-drink beverage for dogs, formulated with electrolytes, L-carnitine, L-taurine, and B-vitamins to support daily hydration, fluid balance, and muscle recovery after physical activity or demanding days. Packaged in 300 ml and 1 L aseptic Tetra Pak cartons with no artificial preservatives and 5–8 kcal per 100 ml, targeted at dog owners seeking post-exercise and daily hydration support.
• ViWell Travel & Relax Functional beef-flavoured ready-to-drink beverage for dogs, formulated with lemon balm (Melissa officinalis), valerian (Valeriana officinalis), and B-vitamins to support calm behaviour and emotional balance during travel, noise, or new environments. Packaged in 300 ml and 1 L aseptic Tetra Pak cartons, targeted at owners of dogs that experience stress, anxiety, or overstimulation in changing situations.
• ViWell Coat & Beauty Functional beef-flavoured ready-to-drink beverage for dogs, formulated with collagen (7.5 g/L), biotin, rosemary extract, and B-vitamins to support healthy skin elasticity and a shiny, well-conditioned coat. Packaged in 300 ml and 1 L aseptic Tetra Pak cartons, targeted at owners focused on their dog's skin, coat, and overall appearance maintenance.

Quantifiable outcome

• ~82% of dogs readily consumed ViWell drinks across all variants; ~85% of owners reported positive acceptance and purchase intent (TFTAK and Pet Panel real-life testing)
• +2 more outcomes

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

Integration3 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• TFTAK (Centre for Food and Fermentation Technologies)coreStrategic or Co-development PartnerTFTAK is a leading food and fermentation technology research institution in Estonia. ViWell collaborates with TFTAK to scientifically assess and validate the functional role of key ingredients (taurine, L-carnitine, electrolytes, plant extracts) and conduct real-life product testing with dogs and owners. TFTAK conducted acceptance studies showing ~82% canine consumption rate and ~85% owner purchase intent.
• Pet PanelcoreStrategic or Co-development PartnerPet Panel is an independent research organization specializing in in-home testing of pet products, combining animal welfare, scientific methodology, and real-world relevance. ViWell products were tested in domestic settings with dogs and owners, confirming consistent consumption across all variants and natural integration into daily routines.
• Olvi GroupflagshipStrategic or Co-development PartnerOlvi Group is a Nordic beverage company listed on Nasdaq Helsinki, founded in 1878, with 2,500 employees and operations across 80+ markets. ViWell is developed and produced by Olvi Group, leveraging its beverage expertise, production facilities, and quality control systems (FSSC 22000 certified). Olvi Group provides R&D infrastructure, manufacturing, and brand backing for ViWell's pet wellness product line.

Scale indicators6 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Zesty Paws: Zesty Paws is a leading DTC pet supplement brand offering functional chews and treats for hydration, calming, skin/coat, and joint health. Direct competitor for the same functional benefit categories (recovery, calm, coat) targeting similar health-conscious dog owners.
• Open Farm: Open Farm is a premium pet nutrition brand offering bone broths, treats, and fresh food positioned on ingredient quality, transparency, and vet-friendly formulation. Competes directly for the same premium, science-conscious pet owner wallet share as ViWell.
• PetLab Co. PetLab Co. is a high-growth DTC pet supplement brand selling functional soft chews, liquids, and topicals. Strong DTC playbook overlap with ViWell's planned e-commerce-first GTM, plus competing directly on hydration, calming, and coat benefit categories.
• Primal Pet Foods: Primal Pet Foods makes premium raw/fresh pet foods and pet bone broths/toppers, serving health-conscious pet owners in the same premium wellness niche as ViWell. Their bone-broth line is the closest existing format analog to a ready-to-drink functional pet beverage.
• Stella & Chewy's: Stella & Chewy's is a premium raw and freeze-dried pet food brand with bone broths in its portfolio, sold through DTC and pet specialty channels. Same premium positioning, similar functional ingredient narrative, and overlapping customer base as ViWell.
• PureBites: PureBites makes freeze-dried single-ingredient pet treats and toppers with a focus on pure, functional nutrition. Competes for the same health-conscious pet parent wallet and uses a similar 'simple, science-backed, ingredient-led' brand narrative.
• Weruva: Weruva is a premium wet pet food brand emphasizing hydration and functional nutrition (high-moisture recipes, broth-style products). Their hydration-forward positioning and premium DTC/pet specialty distribution overlap meaningfully with ViWell's functional hydration pitch.
• Vital Essentials: Vital Essentials produces freeze-dried raw pet food, treats, and toppers/broths marketed on natural, functional nutrition. Targets the same functional-premium pet wellness buyer as ViWell and offers comparable on-the-go consumable formats.

Broad incumbents

• Wellness Pet Food: Wellness is an established premium pet food portfolio (owned by WK Kellogg) offering dry, wet, and treat products across multiple benefit lines. A broad incumbent competing for shelf space and household share in the same premium pet wellness category ViWell targets.
• Nutramax Laboratories: Nutramax is the veterinary-recommended supplement company behind brands like Cosequin and Dasuquin. A broad incumbent in pet supplements with the vet endorsement, clinical evidence, and distribution muscle that ViWell is trying to build at smaller scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@viwell.official
• Facebookfacebook.com/viwell.official
• LinkedInlinkedin.com/company/petwellness-labs-ltd
• Instagraminstagram.com/viwell.official
• TikToktiktok.com/@viwell.official

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 PetWellness Labs OÜ