PBG acquires UK premium pet brand Thrive Pet Food
As a combined group, PBG exports to over 50 countries, significantly broadening the market reach for Thrive’s products
Petbuddy Group (PBG), a consortium of super-premium pet food brands in Sweden, has announced the acquisition of UK-based pet food brand Thrive Pet Foods.
The acquisition, along with Thrive’s smaller sister brands Denes and Comfy Collar, marks PBG’s third purchase in the UK, further solidifying its presence in the British market.
Founded in 2018 with its flagship brand Buddy Pet Foods, PBG has grown to become a “major player” in the pet food industry, now boasting a portfolio of eight premium brands.
According to PBG, each brand under the PBG umbrella adheres to “stringent standards, ensuring that only the finest, natural ingredients are used”.
Thrive Pet Foods, who is known as the European “market leader” in freeze-dried products, has a market presence spanning over 20 years and will bring a “robust” portfolio of wet cat and dog food to PBG.
The integration of Thrive into the PBG family is set to “accelerate the brand’s growth and reach, leveraging PBG’s extensive network of leading global retailers”.
Additionally, with its strong foothold in the Nordics and the UK, PBG plans to use its established distribution networks to introduce Thrive products to new markets.
The group’s strategic approach includes leveraging 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 boost the brand’s global expansion efforts.
Alexander Retzlik, CEO of PBG, said: “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.”
These investments will focus on expanding product lines and enhancing distribution channels to meet the growing demand for “high-quality” pet food globally.
Erik Wide Gustafsson, co-founder of PBG, added: “We are passionate about using the best manufacturing processes and ingredients to ensure the best life for all pets. Our mission is to create pet food brands that pet parents can trust and pets will love.”
