Petbuddy Group (PBG), a consortium of super-premium pet food brands, has announced the acquisition of Thrive Pet Foods.

PBG, established in 2018 with its flagship brand Buddy Pet Foods, has rapidly expanded to include eight premium brands. This acquisition is a significant step in PBG’s mission to build a global portfolio of leading pet food brands.

Commitment to High-Quality and Natural Ingredients

PBG is dedicated to providing high-quality, natural pet food products. All brands under the PBG umbrella adhere to stringent standards, ensuring only the finest natural ingredients are used. For instance, Buddy Pet Foods offers all-natural, high-quality pet food, snacks, and supplements for dogs from Sweden, and Nutrolin, the Nordic leader in supplements.

Thrive Pet Foods, known for its exceptional quality and transparency, has been a favourite among European customers for over two decades. Thrive is the European market leader in freeze-dried products and offers a robust portfolio of wet cat and dog food. The integration of Thrive into the PBG family is expected to accelerate the brand’s growth, leveraging PBG’s network of leading global retailers.

Strategic Growth and Investment

Alexander Retzlik, CEO of PBG, described the acquisition as a pivotal step in building a group of forward-thinking pet food brands. “Thrive’s innovative product range and market leadership in freeze-dried products complement our vision perfectly. We are committed to making significant investments in the Thrive brand to elevate it to a global leader,” Retzlik stated. Investments will focus on expanding product lines and enhancing distribution channels to meet the growing demand for high-quality pet food globally.

PBG plans to use its established distribution networks to introduce Thrive products to new markets. With a strong foothold in the Nordics and the UK, the group aims to leverage synergies in sales, distribution, and production to ensure efficient market penetration and sustained growth. As a combined group, PBG exports to over 50 countries, significantly broadening the market reach for Thrive’s products. Paul Finger, the former owner of Thrive, will continue to work closely with PBG to drive the brand’s global expansion efforts.

Sustainability and Innovation

PBG is committed to sustainable goals in both society and the environment. The company constantly seeks ways to reduce its environmental footprint and conserve natural resources. This commitment to sustainability, combined with innovative product offerings, positions PBG as a leader in the premium pet food market.

Nutrolin, a unique brand in PBG’s portfolio, exemplifies the group’s commitment to innovation and science. Nutrolin recently launched a new range of nutritional pastes developed after years of research. These oleogel paste combine high doses of Omega-3s and other active ingredients to provide unparalleled health benefits.