Dr Pol comes to Europe

The Dutch-American vet Dr Jan Pol is the star of the National Geographic TV series The Incredible Dr Pol. He has now signed a long-term licence agreement with the Belgian company Mijten Diervoeders from Bekkevoort, under which Mijten will develop the Dr Pol brand and distribute it in the European Union, the UK, Switzerland and Norway. The product range includes pet food and agricultural feed.

Ben Mijten, CEO of Mijten, explains: "Dr Pol's branded products have already experienced significant growth in a number of product categories in North America. Mijten will work closely with Dr Pol and his team to design, develop, market and sell healthy pet food. This will leverage Dr Pol's 50-years-plus of veterinary experience to support the overall health of animals at affordable prices for consumers."

Mijten and Dr Pol are developing a comprehensive range of nutritionally valuable pet food products, which includes a complete range of dog food (wet and dry), dog treats, cat food (wet and dry), cat treats, functional supplements for dogs and cats, feed for wild birds, horse feed for farm animals, rabbit and small animal feed, cat litter, bedding for small animals and roughage for animals as well as feed supplements for horses and livestock.

The Dr Pol brand will be launched on a limited scale in Europe in the autumn and will debut at the Zoomark trade fair in Bologna (5 to 7 May 2025) with a more comprehensive brand extension.