STOCKHOLM — Petbuddy Group (PBG), a European consortium of super-premium pet food brands, announced its acquisition of Thrive Pet Foods on June 24. According to PBG, the acquisition represents a significant milestone in its goal to create a global portfolio of leading pet food brands. 

Founded in 2018 with its first flagship brand Buddy Pet Foods, PBG has rapidly expanded to include eight brands, becoming a major player in the European pet food industry. In 2022, the company acquired Little BigPaw, a UK premium pet food company with a presence in more than 45 countries. PBG currently exports its brands and products to more than 50 countries. 

Through its continued growth, PBG has maintained a focus on providing high-quality, natural pet products, as well as reducing its environmental impact. According to PBG, all of its brands’ products adhere to strict standards, using only natural ingredients. The company’s Buddy Pet Foods brand offers all-natural, premium pet food, treats and supplements; and its Nordic Nutrolin brand offers pet oil supplements and recently launched a range of nutritional pastes to support pet health and wellness. 

“We are passionate about using the best manufacturing processes and ingredients to ensure the best life for all pets,” said Erik Wide Gustafsson, co-founder of PBG. “Our mission is to create pet food brands that pet parents can trust and pets will love.”

Established in 2000, Thrive Pet Foods is known amongst European consumers for its commitment to quality, consistency and transparency. The company has a robust pet food portfolio, which includes freeze-dried formulas and wet diets for dogs and cats. PBG will integrate Thrive and its offerings into its family of brands, allowing Thrive to accelerate its own growth and presence throughout Europe. 

“Thrive’s innovative product range and market leadership in freeze-dried products complement our vision perfectly,” said Alexander Retzlik, chief executive officer of PBG. “We are committed to making significant investments in the Thrive brand to elevate it to a global leader.”

Through the acquisition, PBG plans to use its distribution network in the United Kingdom and the Nordics to launch Thrive into new markets. The company will leverage synergies in its sales, distribution and production capabilities to ensure Thrive’s market penetration and sustained growth.

Paul Finger, former owner of Thrive, will continue to work with PBG to help with global expansion initiatives. 

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