Alphapet Ventures, a pet supplies company specialising in digital solutions, acquired the Leipzig-based pet food manufacturer Healthfood 24 at the end of January. The new owner of the company has thus added the Wolfsblut and Wildcat pet food brands to its brand portfolio. Alphapet was already the biggest and most important online distribution partner for Healthfood 24, according to the former. "Wolfsblut is a strong premium brand for which we foresee huge potential with our digital know-how, direct access to consumers and distribution to over 10 000 bricks-and-mortar retailers," said Marco Hierling, founder and managing director of Alphapet Ventures.
In the wake of the transaction, the private equity investor Capiton acquired 36 per cent of the shares in Alphapet with its "capiton V" fund, thereby financing the acquisition. Apart from Capiton, Muzinich & Co. also provided acquisition financing to support the transaction.
As of the end of January, the takeover had yet to be approved by the Federal Cartel Office.
With this acquisition Alphapet consolidates its position as a leading premium supplier with multi-channel distribution. Sales amounting to nearly 100 million euros make it a strong market player, according to a press release by the company.
Following the acquisition, the Wolfsblut and Wildcat brands will continue to be developed independently under the aegis of Alphapet Ventures, according to a press release by Alphapet. Distribution will be widened via the Alphapet subsidiary Premium Pet Products and its distribution teams plus field sales service.
Wolfsblut is considered one of the leading brands in the premium dog food segment. It has received a host of awards, including the pet supplier award at the 2015 Pet Conference in Fulda.