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Amazon brings out its own pet food brand in Europe

The online retail giant Amazon is now also marketing a private pet food label.

Amazon is now marketing a complete dry food for dogs and cats in Germany under the Solimo private label. A 10 kg bag of cat food retails at 9.85 euros, for example, while a 20 kg bag of dog food costs 25.85 euros. Amazon sells coffee pods, men's razors and biscuits under the same brand. Solimo is distributed not only in Germany but also in France, Italy and Spain. The company brought Wagg, a private label for pet food products, onto the market in the USA some time ago.

The Solimo products are reported to be manufactured for Amazon by the Spanish company Bynsa. Established in 1988, Bynsa supplies a number of retailers including the Mercadona chain with the Compy pet food brand. In July 2018, the manufacturer was acquired by the Belgian pet food manufacturer United Petfood. The two companies now produce 400 000 tonnes of food and treats a year for dogs and cats.

Amazon is not the only online retailer of pet products to work with private labels. Fressnapf and Zooplus already have an extensive, in-depth range of exclusive brands. Experts on the sector expect that Amazon will also expand its private label portfolio of pet food products.

| 6 November 2018


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