French pet food manufacturer Natura Plus Ultra Pet Food managed to expand its sales to €55.6 million (US$61.1 million) in 2023, an increase of about 43% compared to the previous year. The business expects to further raise its revenues by 2024 and is poised to introduce several new pet food products, according to a senior company representative.
Matthieu Wincker, the president and founder of Natura Plus Ultra Pet Food, said Petfoodindustriya.com in a statement, the company’s brand, Ultra Premium Direct, will release a new natural recipe that will expand its grain-free range this February.
This product will be made with “the use of super-ingredients, natural fruits and vegetables, recognized for their health benefits,” he said. These are “grain-free, recipes made without cereals to respect your carnivorous dog’s diet.”
Other upcoming additions to the direct-to-consumer firm’s portfolio include pest-repellent pipettes for cats that will also be introduced this February, foam for sterilized cats that will launch in March 2024, a new range of food supplements in the form of gummies introduced this May, as well as a new recipe for fresh meat for cats that will be released this September, Wincker said.
Natura Plus Ultra Pet Food says that by 2023, the pet food business will have an active customer base of approximately 230,000.
At the same time, the company is gradually increasing its workforce. In 2023, Natura Plus Ultra Pet Food is managed by about 180 employees. Last year, the company was managed by a workforce of 145 people, according to figures released by the company.
Spanish pet food producer invests in own store chain
Spain’s Visán is stepping up efforts to build its own chain of retail outlets with the opening of its second store under the Only Fresh brand. The investments are enabled by the company’s rising sales, as Visán estimates that, in 2023, its turnover will increase by around 20% compared to a year earlier.
The company launched its first outlet in Alcobendas, located in the central region of Spain, in June 2023. A second store was recently opened in Fuenlabrada. Both cities are located near the capital of Spain, Madrid. Visan aims to open more outlets in other cities across the country soon, local news site Alimarket.es reported.
“The physical presence allows us to interact more directly with our customers, providing them with personalized advice and a wide variety of options to treat their loyal pets by offering a unique and personalized shopping experience,” said Javier Sancho, Visán’s chief executive.
Founded in 1928 and based in Madrid, Visán specializes in the production of dog and cat food. Some of the Spanish firm’s brands include Banters, Only Fresh, Triple Crown, Optimanova, Amanova, Evoque, and Trovet, according to Visán data.
The EU-New Zealand free trade agreement could boost international pet food trade
The free trade agreement between the European Union and New Zealand is expected to come into force this year, potentially expanding the two partners’ trade by 30% and eliminating €140 million (US$153.7 million) in duties. annually. Pet food businesses from both Europe and New Zealand are also awaiting its implementation, as pet food will join other products to be covered by the zero tariff rate.
The deal could also encourage intensified investments by European pet food producers in New Zealand. “EU investment flows to New Zealand could increase by more than 80%” following the implementation of the agreement, the European Commission, the EU’s executive body, said in a statement.
Signed on July 9, 2023, the agreement is currently awaiting the approval of the European Parliament, the legislative body of the 27-member state bloc, and the ratification of New Zealand, according to the commission.
