“Our pace was never slow”

There’s a buzz of activity in Fellbach, southern Germany. “We are very grateful for the awards our products have received. They serve as valuable feedback from specialist retailers on our development. Purchasing decisions are made daily on the shop floor, and the competition never sleeps – there are many strong products out there,” said David Bäuerle, COO at Pets Nature, at the awards ceremony. When Martin Schupp founded Pets Nature in 1999, he never imagined the company would become so successful. “One of the first products from our own brand Chewies was the chewy cheese, added to the portfolio in 2006. Today, we have six in-house brands – and still room to grow,” adds Schupp.

“We’ve never been slow – our entire organisational structure is designed to operate at full speed,” explains Bäuerle. Quality is the guiding principle behind everything the company does, reflected in clear packaging declarations and courteous customer service. True to the motto “Culture begins in the heart of every individual,” the Fellbach headquarters fosters corporate values that shape internal collaboration. “Family, friendship, quality, reliability, commitment, team spirit, passion, joie de vivre, sustainability, and respect: we live by our values and act decisively. That’s a key factor,” says Bäuerle. Dedicated contact persons and the fact that many of the approximately 60 employees have been with the company for years further reinforce this philosophy.

“Our aim is to lead in quality – and as we all know, quality is when the customer comes back.” To achieve this goal, Pets Nature has established a nationwide presence – uncommon for a company of its size. Over more than 25 years, the company has seen continuous growth and double-digit sales increases. High turnover and the steady launch of new products have resulted in an impressive portfolio of around 1,200 items.

According to the COO, one of Pets Nature’s unique strengths is that everything is created in-house – starting with four veterinarians ensuring the highest quality food, and extending to its own marketing agency. Marketing Manager Daniel Stuckert explains: “We believe in working from the inside out. In principle, you can outsource any task – but not your DNA. Everyone involved knows exactly what we stand for and what message we want to convey.” This approach has ledto product developments like the Lucky Lou family.

The latest addition to the portfolio is the dog food brand Lucky Jim, set to launch in specialist retail in September. The initial range will feature wet food and snacks with postbiotics, with dry food to follow in 2026. “The brand introduces a fresh and unique concept: packaging that illustrates use cases and feeding purposes, including a QR code linking to a video.” Lucky Lou serves as a teaser, and while there’s a visual connection, each brand stands on its own. Lucky Jim will make its public debut at Interzoo.

Interzoo years are always intense at Pets Nature, and in 2026 the company aims to go even further – presenting more innovations than ever before at its largest stand to date. The relaunch of catz finefood, the brand that made Pets Nature great, will also be unveiled. The premium brand now boasts a modern, natural, high-quality design. The new look ensures clarity and makes it immediately clear what catz finefood stands for: premium, species-appropriate nutrition. Chewies is also getting a gentle refresh, with new products and updated packaging.

The Pets Nature team recommends those curious about Lucky Jim follow the Lucky Lou social media channels: “This is where we meet our customers directly. 

We work closely with the community and receive valuable suggestions – that’s how products like the chewy cheese came about,” reports Stuckert. However, direct contact with specialist retailers is just as important. Social media activities and close cooperation with retailers are not mutually exclusive – quite the opposite. “Specialist retailers are always involved in our campaigns. Raffles, for example, are very popular. We’re a child of the specialist trade, we never lose sight of them, and we aim to shape the future together.”