Petbuddy Group Acquires Thrive Pet Food

PBG has rapidly grown to become a major player in the pet food industry with now eight premium brands.

Kristen Kazarian, Managing Editor

June 26, 2024

2 Min Read
Pet food brand consortium acquires another brand.
Thrive joins PBG's other brands: Nutrolin, Little Big Paw, MediPaws, WAP, Buddy Care, Comfy Collar, and Denes Natural Pet Care.pioneer111/iStock/Getty Images Plus via Getty Images

Petbuddy Group (PBG), a consortium of premium pet food brands, has acquired UK premium pet brand, Thrive Pet Foods.

Founded in 2018 with its flagship brand Buddy Pet Foods, PBG has rapidly grown to become a major player in the pet food industry, now boasting a portfolio of eight premium brands. This acquisition marks a significant milestone in PBG’s ambitious journey to build a global portfolio of market-leading pet food brands.

 Each brand under PBG adheres to stringent standards, ensuring that only the finest, natural ingredients are used. This dedication to quality is evident in Buddy Pet Foods, which offers all-natural, high-quality pet food, snacks, and supplements for dogs from Sweden, and Nutrolin, the Nordic leader in supplements.

Thrive Pet Foods, on the market for more than 20 years, is cherished by European customers for its exceptional quality, consistency, transparency, and brand values. The pet brand, already the European market leader in freeze-dried products, brings 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.

“Thrive’s innovative product range and market leadership in freeze-dried products complement our vision perfectly," said Alexander Retzlik, CEO of PBG. "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.

PBG, a sustainable company, strives to use recyclable packing and offer fossil-free shipping.

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 drive the brand’s global expansion efforts.

About the Author(s)

Kristen Kazarian

Managing Editor

Kristen Kazarian has been a writer and editor for more than three decades. She has worked at several consumer magazines and B2B publications in the fields of food and beverage, packaging, processing, women's interest, local news, health and nutrition, fashion and beauty, automotive, and computers.

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