Premium pet food brand acquires UK Peer Natural Instinct

UK – The Nutriment Company (TNC), a Swedish premium petfood producer,  has acquired UK-based Natural Instinct, marking its first acquisition since rebranding from Voff Premium Pet Food in April. 

This strategic purchase underscores TNC’s commitment to expanding its footprint in the UK, a market it deems a high priority.

Natural Instinct, headquartered in Camberley, south of London, is renowned for its raw, frozen dog food and natural treats, all crafted from 100% natural ingredients free from artificial additives, grains, and fillers. 

Phil Keen, CEO of Natural Instinct, expressed enthusiasm about the acquisition, viewing it as a pivotal opportunity to enhance prospects for the team and their customers.

Anders Kristiansen, CEO of The Nutriment Company, highlighted the importance of the UK market in their growth strategy. 

He noted that acquiring Natural Instinct and Totally Natural Pet Products earlier this year significantly bolsters TNC’s presence in the UK. Kristiansen emphasized their plan to expand through organic growth and further acquisitions in the coming years.

TNC, previously known for brands like Dibo, AniForte supplements, and Nova Dog Chews, will acquire all of Natural Instinct’s assets and maintain production at its current facilities. 

The company also intends to retain Natural Instinct’s workforce, which comprises 50 employees.

This acquisition aligns with TNC’s history of growth through mergers and acquisitions. Since its inception in 2014, TNC, formerly Voff, has completed multiple transactions, including its entry into the Dutch cat and dog food market with the acquisition of Energique last year. 

Rebranding to The Nutriment Company 

Voff Premium Pet Food announced its rebrand to The Nutriment Company, following its acquisition of Totally Natural Pet Products earlier this month. 

According to The Nutriment Company, the rebrand represents a “new era” of business in which the company will continue to advance its vision of diversifying its portfolio and focusing on quality, natural premium pet nutrition. 

“The new name shows that high-quality, natural pet food in all its facets is our focus, which we will continue to drive forward internationally across all products and all markets,” said Anders Kristiansen, chief executive officer of The Nutriment Company, in April.

As The Nutriment Company, the group will also work toward expanding its position in the European market by investing in its production sites and enhancing its five-country collaboration network. 

This will be supported by The Nutriment Company’s partnership with Axcel, a Nordic private equity firm that acquired the group in July 2022. 

“Our goal is to help shape the future of the pet food industry by offering innovative, sustainable solutions that not only meet the needs of our four-legged customers but also the needs of our planet,” Kristiansen said.

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