mera-tiernahrung gmbh

What mera-tiernahrung gmbh does

mera-tiernahrung gmbh is a privately held German family-owned pet food manufacturer founded in 1949 and headquartered in Kevelaer, Germany, where it operates its own production facility. The company produces dry food, wet food, and snacks for dogs and cats under four primary sub-brands: essential (traditional family recipes for everyday nutrition), pure sensitive (grain-free and single-protein formulations for nutritionally sensitive dogs), vital (veterinarian-developed therapeutic and diet food for conditions such as urinary issues and weight management), and Cats Nature (cat food spanning life stages including an insect-protein variant). Formulas are developed in collaboration with veterinarians and nutrition experts, and the company offers specialized lines for allergies, sensitive digestion, weight control, and grain-free diets. Private-label and OEM pet food manufacturing is part of the offering.

Revenue is generated through three channels: (1) direct-to-consumer e-commerce via the company's own online shop (shop.mera-petfood.com), which includes a loyalty/bonus program, a product finder, free shipping above €24, and a 3-month money-back guarantee; (2) wholesale distribution to specialty pet retailers (Fachhändler) across Germany and international markets via a dealer network and partner shop portal; and (3) the ProfiClub B2B program serving breeders, pet professionals, and veterinary practices through a dedicated professional shop (mera-partner.shop) with professional pricing. Marketing is multi-channel, combining content/SEO, a brand podcast, social media across Facebook, Instagram, TikTok, YouTube, LinkedIn, and Pinterest, email newsletters, and influencer partnerships. The company holds IFS Food, BRC Food, TÜV Nord, and ZNU sustainability certifications, markets itself under 'mera – The Petfood Family', claims 100,000+ satisfied customers and 13,000+ Trusted Shops reviews, and has no disclosed parent company, funding rounds, M&A activity, or public listing.

Name

mera-tiernahrung gmbh

Legal name

mera-tiernahrung gmbh

Website

https://meradog.com

Company type

Private

Founded year

1949

Operating status

Operating

Short description

mera-tiernahrung gmbh is a German family-owned pet food manufacturer founded in 1949, producing dog and cat food under the brands essential, pure sensitive, vital, and Cats Nature at its Kevelaer facility, distributed via DTC e-commerce, specialty retailers, a ProfiClub B2B channel for breeders and veterinarians, and international distributors.

Ownership category

akta.pro rank

Product category

Pet Food Manufacturing

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Pet and Pet Supplies Retailers (45991)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Dry Kibble (Dog & Cat) (CRADAFAA)

akta.pro secondary industries

Natural/Organic & Limited-Ingredient Diets (CRADAFAH), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB), Manufacturing, Private Label & Co-Manufacturing for Animal Diets (HLAMAHAO), Custom & Private-Label Pet Food Manufacturing (AFADAFAO)

Keywords

• Dog food manufacturing
• Cat food products
• Veterinary diet food
• Pet nutrition formulations
• Private label pet food

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Direct online sales through own e-commerce platform shop.mera-petfood.com to end consumers, featuring subscription/loyalty program, product finder tool, and welcome discounts.
2. Wholesale/Retail Distribution: Sales to specialty retailers (Fachhändler) through dealer network and partner shop portal for B2B distribution.
3. Professional/Breeder Channel: B2B sales through ProfiClub professional program targeting breeders, pet professionals, and veterinary practices with dedicated pricing and services.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Mera-tiernahrung gmbh manufactures and sells dog food, cat food, and private-label pet food at its own production facility in Kevelaer, Germany. The portfolio spans dry food, wet food, and snacks organized under sub-brands essential, pure sensitive, vital, and Cats Nature, with life-stage and therapeutic variants. The company distributes through its own online shop, specialty retailers, a professional/breeder B2B channel, and international distributors.

Product overview

mera-tiernahrung gmbh is a German family-owned pet food manufacturer offering three main sub-brands for dogs (essential, pure sensitive, and vital) and one for cats (Cats Nature, with vital therapeutic diets). The portfolio covers dry food, wet food, and snacks across life stages from junior/kitten through senior, with specialized formulas for sensitive stomachs, allergies, weight management, grain-free diets, and insect-based proteins. Products are manufactured in Germany at the company's own facility in Kevelaer since 1949.

Differentiator

Problem solved

Functional benefit

Brands

• essential: Familienrezepte mit Tradition, die verbinden - Traditional family recipes that connect
• pure sensitive
• vital
• mera Cats Nature
• goody snacks

Products and services

• essential (sub-brand) Traditional family-recipe dog food line offering everyday nutrition for dogs with normal activity levels, featuring balanced recipes in dry food kibble format.
• pure sensitive (sub-brand) Grain-free product line developed for nutritionally sensitive dogs and those with allergies, featuring single-source proteins such as turkey, salmon, and insect, with easily digestible carbohydrate sources.
• vital (sub-brand) Veterinarian-developed therapeutic/diet food for dogs and cats with specific health conditions, including weight management and urinary health support.
• mera Cats Nature (sub-brand) Premium cat food combining enjoyment with responsibility, available in varieties for different life stages and dietary needs including chicken, salmon, and insect-based formulas.
• pure sensitive Truthahn & Reis Trockenfutter Grain-free dry dog food with turkey and rice for sensitive dogs. Available in 1 kg, 4 kg, and 12.5 kg packages.
• pure sensitive Lachs & Reis Trockenfutter Grain-free dry dog food with salmon as a single fish protein source with rice as a carbohydrate source.
• pure sensitive Truthahn Nassfutter Wet food with 100% animal protein for sensitive dogs in 400 g can format.
• goody snacks Truthahn & Reis Dog treats/snacks with turkey and rice in 600 g package.
• Snacker Mixtray Mixed tray of dog treats in 6x 200 g format.
• essential Brocken Dry food kibble for dogs with normal activity levels. Available in 2 kg, 5 kg, and 12.5 kg packages.
• Cats Nature Adult Huhn Trockenfutter Dry cat food with chicken for adult cats. Available in 400 g, 2 kg, and 10 kg packages.
• Cats Nature Adult Tasty-Mix Nassfutter Wet cat food in tasty mix format, 85 g portion.
• Cats Nature Senior Huhn Trockenfutter Dry cat food with chicken for senior cats over 8 years. Available in 400 g and 2 kg packages.
• Cats Nature Adult Sensitive Huhn Trockenfutter Grain-free dry cat food with chicken for adult cats with sensitive digestion. Available in 400 g, 2 kg, and 10 kg packages.
• Cats Nature Adult Lachs Trockenfutter Dry cat food with salmon for adult cats. Available in 400 g, 2 kg, and 10 kg packages.
• Cats Nature Adult Insekt Trockenfutter Insect-based dry food for adult cats as an alternative protein source. Available in 400 g and 2 kg packages.
• vital Urinary Trockenfutter Katze Veterinary diet dry food for cats designed to dissolve struvite stones. Available in 750 g and 3 kg packages.
• Mera ProfiClub professional program Dedicated B2B program for breeders, pet professionals, and veterinary practices offering professional pricing, dedicated partner shop (mera-partner.shop), and professional service. Targets volume buyers and professional users with reliable supply and dedicated support.
• Private-label pet food manufacturing Contract manufacturing of private-label pet food at mera's Kevelaer production facility for third-party brands.

Quantifiable outcome

• 13,000+ positive customer reviews on Trusted Shops
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• TierheimheldenminorStrategic or Co-development PartnerAnimal shelter partnership program under 'mera tut Gutes' (mera does good) initiative supporting animal welfare through collaboration with Tierheimhelden organization.
• Jan DiessnerminorGTM or Marketing PartnerSocial media influencer collaboration with pet content creator Jan Diessner for marketing and brand promotion.
• Ralf SeegerminorGTM or Marketing PartnerSocial media influencer partnership with pet content creator Ralf Seeger for product promotion and brand awareness.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCBju0FV2IbZHP8zEBylobcw
• Facebookfacebook.com/mera.petfood.family
• LinkedInlinkedin.com/company/mera-tiernahrung-gmbh
• Instagraminstagram.com/mera_petfood
• Pinterestpinterest.de/MeraPetfoodFamily/_created
• TikToktiktok.com/@mera_petfood

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

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 mera-tiernahrung gmbh