A double award

Two awards, two categories, one company: at the pet and PET worldwide Product of the Year 2025/2026 awards ceremony in Münster, the team’s delight is palpable. In the dog food category, Primox Monoprotein came out on top with 29.3 per cent of the vote, beating 15 other new products – the runner-up received 13.2 per cent. In the cat food category, the result was even clearer, with Primox wet cat food securing just under 33 per cent of the vote compared to 19 per cent for the runner-up. Almost 300 specialist retailers from Germany and abroad had cast their votes in an online poll lasting several weeks – so it was the trade itself that awarded the prize.

This isn’t the first time they’ve been recognised at Stroetmann: The Münster-based company also won in two categories at the pet and PET worldwide Products of the Year 2023/2024 awards: at that time, Primox Feinschmecker was voted the winner in the dog food category, and the wild bird feed ‘elles Heimat-Liebe’ won in the small animals/birds/fish category.

Behind these brands lies a company with a rich history: the roots of the family-run L. Stroetmann Group date back to 1791. The pet food division, which has been organised as the independent Stroetmann Tiernahrung GmbH & Co. KG since 2021 – employs around 25 staff in sales, procurement, marketing and product development. It is part of a group with around 1,800 employees, which handles logistics, warehousing and services. Max and Lutz Stroetmann still sit on the supervisory board today, and their children are set to take over the business in due course.

‘In a family-run business, communication lines are short and decisions are made quickly. That’s the foundation on which further development is possible in the first place,’ explains Managing Director Ralf Hülsmann, who has been with the company for 44 years – and actually started here as a wholesale trainee. Category Manager Michael Kaleschke adds that pragmatism is a defining feature of the company: ‘We don’t spend ages thinking about things; we just look at what we have and what’s possible – and then we get on with it.’

The winning products are collaborative projects. As Managing Director, Ralf Hülsmann oversees strategic development. As Category Manager, Michael Kaleschke is responsible for liaising between the product range, retailers and the market. Gina Fleiter and Inga Neuhaus oversee product and brand development within the product management team.

This double accolade is therefore not only a success for the brand, but also recognition of the collaboration between many stakeholders. The fact that pet shops chose both product range concepts by a clear margin confirms, in the company’s view, the combination of specialist product development, clear labelling, a focus on the retail sector and an approachable brand. 

Primox itself was once a maize seed brand before it became a pet food brand in 1975; it was registered as a trademark in 1982 and underwent a major relaunch in 2019. Today, it stands for a love of animals, empathy and trust. These values form the basis for a clear goal: ‘We want to become a ‘love brand’ – a brand that people trust,’ says product manager Inga Neuhaus.

Instead of real animals, the brand’s cartoon ambassadors, Prim and Moxie, adorn the packaging, whilst a colour-coding system helps customers find their way round the shelves. ‘Pets are members of the family; you want only the best for them – and you want to know exactly what’s in their food.’

This is exactly where the first winner comes in. In late 2023, growing demand for easily digestible dog food gave rise to the idea of a single-protein range for dogs; discussions with production partners began in March 2024, and the range has been on the market since June 2025 – a development period of around 15 to 18 months. Four ‘Pur’ varieties, containing 70 per cent meat and offal, and four ‘Menu’ varieties, containing 63 per cent, are all consistently formulated using just one source of animal protein.

Not a high-end premium range, but certainly not an entry-level range either: ‘There’s a small, select range in various qualities, but without an overwhelming choice,’ says Neuhaus. Because customers in pet shops can be overwhelmed by the sheer number of products, the packaging must be eye-catching and easy to understand at a glance. ‘The customer should be able to see at a glance what’s right for their dog or cat.’

‘I’ve noticed with my own dog, Lui, that not every dog can tolerate everything,’ says Junior Product Manager Gina Fleiter. ‘For sensitive dogs and animals with food intolerances, we’ve deliberately created our own small and straightforward range.’ Like the cat food, it was developed from the outset in collaboration with a vet. The biggest hurdle was the availability of raw materials: as duck couldn’t be sourced reliably, turkey was used instead. The best-selling product today is ‘Horse Pure’.

The second product marks a strategic milestone: in the cat care sector, Primox had previously been known primarily for its cat litter. Following initial discussions in early summer 2024 and further talks from August onwards, a complete range of wet cat food was developed by the end of October last year: five pouches, two multipacks and six premium tins.

‘With the cat range, we took a two-pronged approach straight away,’ explains Neuhaus. The pouches containing mixed proteins are aimed at everyday use and the grocery trade, whilst the single-protein tins are aimed at specialist retailers, online sales and animals with sensitive stomachs. The award was deliberately given for the overall concept. The strongest premium tin is Wild Pur.

One detail runs through both product ranges: transparent labelling. Rather than prioritising claims designed to maximise advertising impact, Primox focuses on clear and comprehensible labelling of its formulations. This is in line with the brand’s promise: trust is built not through the highest possible figures, but through transparency.

Both product ranges have got off to a flying start, with plenty of repeat orders – and a four-legged mascot: Fleiter’s dachshund, Lui, regularly accompanies her to the office and is regarded by the team as a ray of sunshine. The next step has already been taken: new single-protein dog treats produced in Germany. And the team reveals that the cat range is set to expand further.

This is the long version of the article from the print edition of PET worldwide 4/2026.