Pets Deli, one of the leading premium D2C pet food brands in the DACH region, has been acquired by the VAFO Group, a major European pet food manufacturer. The move marks a significant milestone for a company that has grown from a small start‑up into a recognised name in high‑quality pet nutrition over the past nine years.
The announcement highlights the crucial role played by shareholders who supported the brand during its most challenging moments, as well as the founding team who rebuilt Pets Deli from the ground up. Special recognition is given to Pascal, who has been central to the company since 2016, and to Jan, who joined as Co‑CEO in 2020 and helped scale the business with structure, ambition and strategic clarity.
VAFO brings world‑class production capabilities, deep category expertise and a team with extensive knowledge of pet food. The partnership is expected to strengthen Pets Deli’s product development, customer offering and long‑term growth potential. The acquisition also aligns Pets Deli with a strong industrial partner capable of elevating the brand to its next stage.
In a personal note, the founder announced her return as CEO after serving as Chairwoman for over a year, signalling renewed leadership and momentum. With VAFO’s backing, Pets Deli enters a new phase of expansion, driven by shared vision and reinforced operational strength.
