Versele-Laga is becoming Versele

As one of the leading suppliers of pet food and care products, Versele-Laga is embarking on a new strategic chapter: the Belgian family-run business is firmly committed to building a strong Versele brand and aims to use this as a springboard to become the market leader in food and care for all pets by 2032. The Belgian manufacturer announced this in a press release on 6 May. According to its own figures, Versele is already the global market leader in the birds and pigeons categories, but the company also aims to strengthen its market positions in other pet categories.

With a clear positioning, the company continues to build on its family roots, its unique expertise across various animal categories, and a long-term strategy focused on sustainable growth and value creation. The decision to adopt a single umbrella brand is intended to ensure greater brand recognition and build greater trust among consumers worldwide, whilst further strengthening the existing brands within the category.

The family-owned, international manufacturer of pet food and care products aims to break through the €500 million turnover mark with a revised strategy and positioning, with the aim of providing 50 million animals with the best food and care products every day. Versele aims to sell €1 billion worth of pet food and care products worldwide through specialist retailers by 2032.

Versele has launched its revamped strategy and positioning in Germany: at Interzoo in Nuremberg, the family-run company unveiled no fewer than 18 new products across eight different pet categories, all designed to enhance the wellbeing of pets of all sizes at every stage of their lives.

Speaking to the press at Interzoo, Thomas Dewinter, Senior Marketing Manager, explained that Versele aims to create added value in the pet market by working closely with its customers and focusing on innovation, top quality and the sharing of expertise. As pets play an increasingly important role in people’s lives and are increasingly regarded as full-fledged members of the family, expectations regarding their nutrition and care are rising.

Versele believes it is ideally placed not only to keep pace with this development, but also to drive it forward. ‘With 1,100 passionate employees worldwide, including vets and nutrition experts, we translate scientific findings into practical, high-quality solutions for pets and their owners,’ explained Francis D’Hoore, CEO of Versele.

Innovations spanned all animal categories. ‘Consider, for example, natural alternatives to artificial colours and flavourings for birds, revised recipes for small mammals, a premium sports range for horses featuring a unique nutritional concept, and tailored food for dogs and cats that supports the gut microbiome or is hypoallergenic.’

Furthermore, the manufacturer – which produces more than 95 per cent of its products in its own factories in Belgium and abroad – is developing an even more effective business model to further enhance quality and customer satisfaction: ‘By investing in a strong umbrella brand that creates an emotional connection with our end customers across all categories, supports them with expert advice and acts as an overarching seal of quality, we are further strengthening our category brands.’