Clearwater International advises Vital Petfood Group on the sale of its pet food division to United Petfood
Clearwater International has advised the owners of Vital Petfood Group (VPG), a Danish pet food manufacturer, on the sale of the company’s pet food division to United Petfood, a Belgian pet food manufacturer.
Founded in 1993, VPG is a Nordic market leader specialising in the production of dry food for dogs and cats, with manufacturing in Denmark, and an additional division dedicated to food for wildlife birds. VPG operates within the Nordic Pet Care Group, a portfolio company of the investment firm MS2 Invest. It holds a unique market position as the largest Danish private label manufacturer of high-quality dry food for dogs and cats. VPG also collaborates in the development and production of pet food for leading Nordic brands.
United Petfood, backed by Dutch-based Waterland Private Equity, is a global producer of dry and wet food, as well as snacks for dogs and cats. With 23 factories across Europe, the company exports to over 95 countries across the globe.
This investment enables United Petfood to expand in the Nordic countries, with VPG’s factory in Ølgod in the western part of Jutland becoming the central production hub. VPG will also benefit from United Petfood’s position in Europe and extensive experience operating multiple factories.